Corporate & Brand Positioning
Architecting company positioning, category narratives, and market differentiation that establish distinct authority among key stakeholders.
Market Acceleration for Healthcare
Where health innovation meets its market.
Strategic marketing, communications, and growth advisory for healthcare innovators. We close the gap between go-to-market complexity and enterprise growth.
Approach
Health innovation stalls without market clarity.
A strong product isn’t enough. As healthcare companies grow, launch new offerings, and enter new markets, they need a clear strategy, sharp positioning, and the ability to reach the audiences that matter.
Tandem Health Partners brings together two senior healthcare marketing and communications executives with more than 40 years of combined experience.
We work directly with CEOs, CMOs, and leadership teams to align marketing and communications with business priorities and turn strategy into results. Whether engaged for a specific initiative or as ongoing strategic advisors, we provide the experience, perspective, and hands-on counsel to help organizations move forward with confidence.
2Senior partners, working directly with your team
40+Years of combined healthcare marketing leadership
25+Companies guided through pivotal milestones, including funding rounds, acquisitions, and rebrandings
Practice areas
Connected expertise across marketing and communications.
A strong market presence requires alignment from category narrative to customer conversion. We partner across the full continuum—whether you need deep focus in a single domain or an integrated bench to drive end-to-end momentum:
Communications & Executive Visibility
Amplifying that foundation through high-impact corporate communications, executive thought leadership, and proactive reputation management.
Go-to-Market & Commercial Strategy
Translating story into revenue through audience-specific messaging, frictionless adoption journeys, and practical sales enablement.
How we work
Flexible models tailored to accelerate growth.
Engagement frameworks are tailored to your company’s growth stage and immediate inflection points.
Executive Advisory Services
- Best for
- Leadership teams seeking experienced strategic counsel on marketing, communications, positioning, and growth priorities.
- Example deliverables
- Brand & Reputation: Executive visibility, high-stakes communication reviews, corporate positioning, and crisis sounding board.
- Commercial & GTM: Viability checks, pricing and tiering strategy, customer journey audits, partner pitch deck reviews, and AI-adoption governance.
- Outcome
- Continuous C-suite alignment, sharper market positioning, and fast strategic pressure-testing without agency overhead.
Focused & Strategic Engagements
- Best for
- Healthcare companies addressing a defined business opportunity, such as corporate repositioning, a new product launch, market expansion, or go-to-market planning.
- Example deliverables
- Positioning & Messaging Framework: A clear company or product narrative, with tailored messages for each key audience and responses to common objections.
- Go-to-Market Plan: A practical roadmap for a launch or market entry, covering target audiences, channels, timing, and priorities.
- Sales & Pitch Materials: Core assets to put the strategy to work, such as a pitch deck for customers or partners, website messaging, and executive talking points.
- Outcome
- A turnkey GTM playbook deployed across your product, sales, and marketing teams to drive immediate market traction.
Fractional Leadership
- Best for
- Organizations in need of seasoned executive marketing and commercial leadership.
- Example deliverables
- Functional Steering: Orchestrating launch priorities, designing acquisition/retention loops, and aligning sales enablement alongside internal teams.
- Brand & Comms Governance: Guiding corporate communications, executive thought leadership, and brand reputation, while establishing quality standards for modern AI-assisted workflows.
- Team & Partner Orchestration: Providing strategic direction for supporting creative, growth, product, and PR stakeholders.
- Outcome
- Functional ownership, disciplined execution velocity, and board-level strategic momentum.
About us
Seasoned healthcare executives, now in your corner.
Navigating regulated environments, shifting buyer expectations, and complex go-to-market requires more than external advice. It requires partners who have lived the operational reality.
Tandem Health Partners was founded by two senior executives who have led marketing, product, and communications through high-growth scale-ups, corporate transactions, and major company transitions. We’ve carried the P&Ls, built the teams, and helped promising products become proven businesses.
You get more than strategic advice. You get experienced operators who can step in quickly. We work alongside your team, bringing the judgment and industry relationships to help turn innovation into lasting market success.
Experience includes
Jennifer Newman
Brand Strategy, Communications & Reputation
Jennifer Newman is a brand, marketing, and communications executive who turns category vision into lasting market authority. With deep fluency across complex, highly regulated healthcare ecosystems, she guides C-suites through major inflection points, executive positioning, strategic partnerships, and content and AI transformation. Her experience includes leading communications at Fullscript and WebMD, and advising companies including Healthgrades, Digital Health New York, and Quest Analytics. She helps health innovators build the reputation, stakeholder trust, and visibility required to lead their category.
LinkedIn profile ↗
Jessica Friedeman
Go-to-Market & Commercial Strategy
With over 20 years of commercial leadership across health tech, digital platforms, and strategy consulting, Jessica Friedeman helps healthcare companies turn innovative products into lasting customer relationships and scalable growth. At LifeMD, she served as Chief Marketing Officer and later as Chief Business Officer and GM of Women’s Health, directing marketing, creative, PR, CRM, product, and enterprise employer strategy. Earlier, she was CMO at Healthgrades and Mercury Healthcare (acquired by WebMD), leading commercial go-to-market across three corporate transactions.
LinkedIn profile ↗