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.

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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.

Market Intelligence Report

Director of Product Marketing, Digital Health is part of the Marketing Strategy category.Explore our market intelligence report to see how AI and hiring demand are shifting for these roles.

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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

Earn Pragmatic Institute PMC or AIPMM CPMM and complete HIPAA/FDA ad-promo compliance training

Create a portfolio piece: full GTM plan for a digital health product including segmentation, pricing, launch, and sales enablement

Network via HLTH/ViVE or Digital Health Coalition; request launch shadowing or advisory projects with health tech startups