Leading the Mission: Vice President of Marketing, Jen Martin, on Keeping the Patient at the Center

Jen Martin has spent much of her career helping organizations grow. She has built teams, expanded major accounts, led complex digital initiatives and helped companies navigate periods of significant change. When she joined TailorMed as vice president of marketing, she saw another opportunity to build, but this one came with a mission that felt especially personal.

Jen is the parent of a child with special needs, and she understands the realities families can face when trying to access necessary medication. Her family has extensive experience navigating the healthcare system, giving her firsthand insight into the challenges that can stand between patients and the care they need. It's a version of the same story that led to TailorMed's founding: people who experienced the broken system firsthand, as family members navigating serious illness and trying to access care, and decided to build something better.

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That connection helped bring Jen to TailorMed, along with the opportunity to shape a growing marketing function and help tell the story of a company whose work ultimately reaches patients and families much like her own.

A career shaped by growth

Jen's path to healthcare marketing began in hospitality. Early in her career, she worked in revenue management at the Grand Hyatt in Washington, D.C. Her work eventually expanded into digital, where she helped build Hyatt.com and supported the company's global web portfolio.

She later moved to the agency world, where growth became a recurring theme in her career. While leading the Sherwin-Williams account at an agency, Jen drove substantial revenue growth and scaled the account team from a small core group to a sizable, full-service unit. She later spent more than two years leading a commerce implementation before the agency was acquired by IBM.

Her career eventually brought her into healthcare technology where Jen helped grow a local Columbus healthcare tech company's marketing organization from seven people to 67 in two years.

Taken together, those experiences gave Jen a close view of what it takes to build organizations through different stages of growth. They also shaped her belief that strong teams depend on people understanding how their work connects to what is happening across the rest of the business.

That perspective has influenced how she approaches marketing at TailorMed.

Marketing as a connecting force

Marketing is often most visible through the work it puts into the market: campaigns, content, events, websites and brand. Jen sees its role inside an organization as equally important.

Her team sits at the intersection of product, sales, customer success and other functions across TailorMed. Telling the company's story well requires understanding what customers are experiencing, what sales teams are hearing, what the product team is building and where the organization is headed.

"You can't make decisions in isolation," Jen says. "When product, sales, customer success, engineering and marketing are truly aligned, that becomes a competitive advantage."

Creating more of that alignment has been an important part of Jen's work at TailorMed. One accomplishment she is particularly proud of is establishing product marketing as a formal function, bringing more structure to the way teams communicate about TailorMed's products, customers and position in the market.

Her team has also overseen a refreshed TailorMed brand and the replatforming of the company website onto a more modern architecture. Together, those efforts have helped create greater consistency around how TailorMed presents itself and communicates the breadth of its work.

For Jen, however, clarity around the TailorMed story begins with understanding who ultimately benefits from that work.

Bringing healthcare back to the people experiencing it

TailorMed operates in a complex part of healthcare, bringing together health systems, pharmacies, life sciences organizations and care teams across the medication journey. With so many stakeholders, technologies and workflows involved, communicating how those pieces work together can quickly become highly technical.

Jen believes the most effective way to communicate that complexity is to show what it means for patients.

"The best storytelling combines the data with the emotional piece," she says. "You explain the result of the technology from a human perspective."

That often requires listening to the people who work most closely with patients. Financial navigators and care teams experience the individual stories behind financial assistance enrollments, workflow improvements and other outcomes that can otherwise become numbers on a page.

Those stories help Jen's team communicate why the work matters. Financial assistance can determine whether someone is able to begin or remain on therapy. A more efficient workflow can give a care team member additional time to spend with patients whose situations require personal attention. The impact becomes much easier to understand when the conversation begins with the person experiencing it.

That approach is becoming increasingly important as TailorMed's story evolves.

Jen describes affordability as the "front door" to TailorMed, a network-powered platform for removing barriers across the medication journey, while recognizing that cost is one of several challenges that can affect a patient's ability to access and remain on treatment. Transportation, food insecurity and the complexity of navigating the healthcare system can all influence the medication journey.

Through its growing network, partnerships and connections to resources such as hospital foundation programs, TailorMed has an opportunity to help address a broader range of those barriers. For Jen, that evolution creates an opportunity to tell a more complete story about medication access and the many factors that influence a patient's ability to succeed on therapy.

Showing the full scope of TailorMed

Helping the market understand that broader story is one of Jen's priorities.

Financial assistance remains an important part of how many people know TailorMed, but Jen believes that view can obscure the scale of what the company has built. TailorMed's network, which today reaches more than 75 million patients and connects 950+ hospitals, 4,700+ clinics and 3,100+ pharmacies, creates opportunities for information and resources to move more effectively among organizations that have historically operated in separate parts of healthcare.

As the network grows, those connections can help more patients find and access the resources available to them. TailorMed Connect, the company's self-service patient experience, represents one example of how that approach can give patients a more direct way to navigate support.

Jen sees significant opportunity to continue simplifying that experience in the years ahead. She is particularly interested in how self-service technology and patient-centered platforms can remove friction from the medication journey, as well as how emerging technologies such as agentic AI could handle repetitive workflows and give staff more capacity for work that requires their expertise and attention.

The value of those technologies, in Jen's view, ultimately comes down to what they allow people to accomplish. When a workflow becomes easier, a care team member can spend more time helping patients with complex needs. When patients can complete appropriate steps themselves, they gain more control over an experience that can otherwise feel overwhelming.

Growing with purpose

As TailorMed enters its next stage of growth, Jen's team is focused on building the marketing foundation needed to support it. That work includes creating relevant content, refining the company's positioning and applying more rigorous measurement to understand what resonates with the market.

Her broader focus remains on alignment. Having led teams through rapid expansion, organizational change and shifting market conditions, Jen has seen how easily different functions can begin working toward their own priorities. She believes TailorMed has an advantage when its leaders remain closely connected.

That collaboration also helps preserve something important as the company grows: a shared understanding of why the work matters.

For Jen, the answer is close to home. Her professional experience gives her the tools to help TailorMed build its brand and reach more of the market, while her experience as a parent keeps the impact of that work tangible.

Behind the technology and the workflows are patients and families trying to navigate a healthcare system that can be extraordinarily difficult to understand. Keeping their experience visible helps Jen and her team make decisions about the stories they tell, the work they prioritize and the future they are helping TailorMed build.

It is also what made the opportunity to join TailorMed personal in the first place.

Jen’s story is one thread in a much larger fabric at TailorMed, one where the mission of getting patients the care and support they need shapes not just the product, but how the teams behind it choose to lead.