Product Marketing Director · Healthcare

20 years turning insights into impact across healthcare marketing

I help healthcare companies connect with the right people — agents, carriers, and consumers — through research-driven strategy, sharp positioning, and stories that actually move the needle.

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LinkedIn emilybduffee@gmail.com 612-391-8743
32k+
Insurance agents engaged via AI-powered content hub
900+
New platform users won in a single year
20
New enterprise clients in just two weeks
98%
Top-box client experience scores, two years running

What I do

Where strategy meets storytelling

I've spent two decades at the intersection of data and creativity — using consumer insights, behavioral science, and sharp writing to build brands and go-to-market strategies that resonate.

Product Marketing
Brand Strategy
Go-to-Market Launch
Content Marketing
ACA Marketplace
Behavioral Science
Persona Development
Customer Journey Mapping
Healthcare Technology
AI Content Strategy
Sales Enablement
Consumer Health
Segmentation
Market Positioning
Group Health Benefits
Behavioral Health

Career

Where I've built things

HealthSherpa
Oct 2021 – Present
Product Marketing & Brand Director

Established and lead HealthSherpa's brand and go-to-market strategy — shaping market positioning and reaching key decision-makers at agency, carrier, and government organizations.

  • Engaged >32k insurance agents and won >900 new users in one year by building an AI-supported content hub
  • Gained 20 new enterprise clients in 2 weeks by influencing 5k+ cold leads to transition platforms
  • Leverages AI to optimize content strategy productivity at scale
Icario
Jun 2020 – Oct 2021
Product Marketing & Content Manager

Owned go-to-market product strategy; created data-informed personas; translated complex technology capabilities into compelling sales messaging and positioning.

  • Built data-informed personas to characterize customers and competitors
  • Executed marketing communications and training plans for sales enablement
Cigna
Jun 2008 – Apr 2019
Sr. Marketing Manager (National Accounts & Online Experience)

Over 11 years, led marketing strategy across national accounts and Cigna's full digital experience — from integrated digital and mobile to social and gamified products.

  • Achieved 98% top-box scores for client experience at Cigna's Client Forum, two years running
  • Established Cigna as a national thought leader through conference and event strategy
  • Owned strategy for integrated digital, mobile, social, and gamified products

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