CASE STUDY

Amino Health

Repositioning a care navigation platform through a full go-to-market reset — and an $80M raise.

THE INSTITUTIONS TO CONVINCE

Employers, health insurers, and the strategic partners who sell to them. Amino Health had built its digital care navigation platform for consumers — but the buyers who could scale it were institutions: benefits leaders evaluating in committees, partners weighing integration risk, and the finance and tech press whose coverage signals which vendors are safe to bet on.

THE EVIDENCE

A working product with real usage, a defensible data asset, and a market moving toward exactly what Amino built — navigation as the front door to care. What didn't yet exist: positioning that made the platform legible to a B2B buyer, and a marketing engine built for a long, multi-stakeholder sale rather than a consumer funnel.

THE ARGUMENT

I led marketing through the company's shift from direct-to-consumer to B2B to partner-led distribution — across multiple leadership transitions, a Series C raise, and a company-wide reduction in force. Three moves carried it:

• Narrative transformation. Market research–driven overhaul of corporate positioning and product messaging, rebuilt for the people who fund, buy, and approve enterprise health purchases.

• An integrated go-to-market engine. The company's first data-driven joint sales and marketing motion, connecting the journey from lead to close — replacing a consumer playbook with one built for institutional evaluation.

• Authority where buyers look. Executive thought leadership placed in Fierce Healthcare and Fast Company, establishing credibility in the channels institutional buyers and partners actually read.

THE IMPACT

• Presence established in new market segments through multi-channel lead generation

• Content marketing rebuilt to capture high-value leads and advance them through a long sales pipeline

• Marketing team scaled and developed through hiring and coaching — and held steady through resource constraints

• During this period, the company secured an $80M Series C; the announcement strategy targeted finance and tech media to convert the raise into a market-wide signal of strength

Amino Health was acquired by Capital Rx and now operates as Judi Care.