Director of Product Marketing, Digital Health

Career Guide
Leads go-to-market strategy for digital health products, shaping positioning, pricing, and launch plans. Works with product, sales, clinical, and regulatory teams to translate customer needs into clear messaging and drive adoption across providers, payers, and patients.

Key Responsibilities

  • Define GTM strategy and annual marketing plans for digital health portfolio
  • Develop positioning, messaging, and value propositions by segment (provider, payer, patient)
  • Lead product launches, campaigns, and integrated demand programs
  • Own pricing and packaging with product/finance; inform reimbursement strategy
  • Produce sales enablement assets and train field teams; manage competitive intelligence
  • Partner with clinical, regulatory, and legal on compliant claims and evidence use
  • Track pipeline, adoption, and ROI; report insights to leadership
  • Build and mentor the product marketing team; manage agencies and budget

Career Progression

Can Lead To
Senior Director of Product Marketing
VP of Product Marketing
Head of Marketing / General Manager (P&L)
Chief Marketing Officer (CMO)
Transition Opportunities
Director of Product Management
Head of Growth Marketing
Commercial Strategy Director (Healthcare)
Director of Partnerships/Alliances (Healthcare)

Common Skill Gaps

Often Missing Skills
FDA/FTC-compliant healthcare advertising and claims substantiationPayer economics and reimbursement/value-based care strategyDeep understanding of provider workflows and clinical stakeholder needsEnterprise SaaS marketing metrics and revenue attributionPricing and packaging for subscription digital health solutions
Development SuggestionsComplete HIPAA and FDA/FTC ad-promo training and sit in on medical-legal-regulatory reviews. Build a GTM case study for a digital health product covering segmentation, pricing, launch plan, and enablement assets using real-world metrics.

Salary & Demand

Median Salary Range
Entry Level$150,000–$180,000
Mid Level$180,000–$220,000
Senior Level$220,000–$280,000
Growth Trend
growing

Companies Hiring

Major Employers
Teladoc HealthOptumAmwell
Industry Sectors
HealthcareTechnologyInsurance

Recommended Next Steps

1
Earn Pragmatic Institute PMC or AIPMM CPMM and complete HIPAA/FDA ad-promo compliance training
2
Create a portfolio piece: full GTM plan for a digital health product including segmentation, pricing, launch, and sales enablement
3
Network via HLTH/ViVE or Digital Health Coalition; request launch shadowing or advisory projects with health tech startups