Your foundation for momentum.

Fractional marketing for women’s telehealth companies turning payer and employer access into patients who enroll and stick.

Let's Talk

Underwire supports women's health companies at inflection points.

You have clinical credibility and early traction. Maybe you signed the payer contract or landed the employer deal, and patients still aren't enrolling. Maybe your DTC funnel brings people in, but they don't stick. Either way, it usually comes down to brand, narrative, or content, not the deal itself.

I partner with the CEO or VP of Growth/Commercial responsible for:

  • Converting signed payer and employer deals into marketing plans that get patients to enroll

  • Patient-facing brand and content that turns clinical credibility into trust women act on

  • Retention and engagement strategy, education, newsletters, webinars, that keeps patients once they're in

  • Building the internal marketing muscle, team, vendors, systems, needed to sustain that after I'm gone

Underwire Services

I work in three ways.

  • Strategic input and a thought partner for the decisions that matter. Good for founders who need a few hours a month of rigorous outside thinking without full execution support.

  • Embedded, ongoing senior marketer who can collaborate across marketing, clinical and operations. I work alongside your team as an extension of leadership, building or supporting the team, managing outside vendors, and using AI to make all of it leaner.

  • A specific engagement with a defined deliverable and timeline. For example, a patient activation and retention playbook for a newly signed payer or employer partnership — turning a signed deal into patients who actually enroll and stay engaged.

Let's talk

Frequently Asked Questions

  • Yes, deliberately. Twenty years of brand and GTM work taught me the craft. The last several years inside women's health taught me the market, from the outside as a strategist and from the inside as a midlife woman living it and working at a menopause telehealth platform.

  • Two things specifically. I don't negotiate payer contracts or run employer BD. And I'm not a performance marketer running paid search or paid social. What I do is make sure the deals and channels you already have convert. And I oversee the brand, narrative, and content that turn access into patients who show up and stay. I work well alongside a performance marketer or a BD lead. I'm not a replacement for either.

  • Advisory is a thought partner for the decisions that matter, strategic input without full execution. Fractional Team Member is embedded, ongoing collaboration, I work alongside your team as an extension of your leadership. Sprint is a specific engagement with a defined deliverable and timeline.

  • I'm the rare marketing consultant who has built and run brands exclusively for women, who's lived through my own menopause journey and worked at a seminal telehealth company pivoting from DTC to B2B2C. I've seen what happens when a payer or employer deal gets signed and patients still don't show up. That's the gap I close, not landing the deal, but making sure it converts.

  • Companies at inflection points, not pre-launch, not enterprises with a fully built marketing org already humming. If you already have the clinical credibility and the access, a payer contract, an employer deal, or a working patient channel, but it isn't translating into patients who actually show up and stay, that's the moment I'm built for.

  • Engagements are flat fee and structured around the three models above. It depends on scope and how embedded you need me to be. Let's talk about what you're navigating and I'll recommend the right fit.

  • An agency executes a brief. If an agency is needed for your project, I help you figure out what the brief should be, positioning, narrative, and GTM strategy, before execution starts. For Fractional Team Member and Sprint engagements, I also manage the vendor relationships (designers, developers, whoever the work requires) so you're not coordinating multiple agencies yourself.

  • Not without their express permission. Lift & Separate is independent of my consulting practice. If I ever do cover a company I'm consulting for, it's because they've explicitly agreed to it.