(Engagement & Activation) 9% Increase in 90 Days
Launched GTM strategy and field marketing at Babylon Health, driving Medicaid engagement across U.S. regions.
Overview
At Babylon Health, I spearheaded the development and execution of a nationwide go-to-market (GTM) strategy focused on Medicaid populations, resulting in a 9% increase in member activation within just 90 days. Tasked with scaling engagement in historically underserved regions, I stepped into a newly created role to bridge communication gaps across marketing, product, and clinical teams.
Strategic Leadership & Execution:
GTM & Field Marketing Launch
Built and launched a grassroots field marketing program in under three months across Missouri, Georgia, and Mississippi. This included hiring and managing a five-person team, designing localized outreach strategies, and executing on-the-ground activation initiatives.
Cross-Functional Collaboration
Served as a liaison between 30+ stakeholders, aligning health plan KPIs with co-branded messaging and activation touchpoints, spanning digital, community, and offline channels.
Campaign Design
Owned multi-channel strategy across direct mail, SMS, email, events, and community partnerships. Tailored messaging to drive awareness, registration, and first-time appointment booking, particularly among high-risk members with chronic health needs and social barriers.
Operational Frameworks
Developed scalable processes, including member segmentation, a real-time feedback loop to product and leadership, and localized compliance-aware outreach playbooks.
Quantifiable Impact:
Increased activation metrics by 9% within 90 days through door-to-door outreach, community events, and personalized follow-ups, establishing a model later scaled across multiple states.
This initiative positioned Babylon as a trusted digital health partner in Medicaid markets while proving the ROI of community-led marketing. My approach combined strategic planning, executional excellence, and data-informed decision-making to drive healthcare engagement in high-risk populations.