Standing Up Martech in Medtech at Global Scale: Lessons from the Field
- Preeti Ghorawat, MarTech Director at Resmed
- AI and Automation, Campaign Optimization, Managing Org Transformation, Martech Stacks
When Preeti Ghorawat, a MarTech Director at Resmed, a leading health technology company focused on sleep, breathing, and care delivered in the home, began her medtech journey, the term “martech” was still emerging in healthcare circles. But within the industry, there was already a deep-seated belief in innovation and putting the customer first. This forward-thinking culture laid the foundation for what would eventually become a bold, industry-wide shift—and provided the backdrop for Preeti to establish a globally aligned and future-ready martech ecosystem.
“Openness to change and deep-rooted, customer-centric values are critical to driving transformation at scale.”
Preeti Ghorawat, MarTech Director at Resmed
Orchestrating structure in a fragmented martech landscape
The martech environment, which operates across diverse markets and legacy platforms, was ripe for optimization. In her role at Resmed, Preeti led a strategic initiative to align marketing operations globally, eliminate silos, and standardize tools.
She organized the martech function into four clear verticals:
— Web experience
— Marketing automation
— E-commerce
— Workflow and productivity platforms
This structure enabled agility, scalability, and focused ownership, while driving efficiencies across her team. “My team scales through collaboration—by building strong cross-functional partnerships that extend our impact.”
She organized the martech function into four clear verticals:
— Web experience
— Marketing automation
— E-commerce
— Workflow and productivity platforms
This structure enabled agility, scalability, and focused ownership, while driving efficiencies across her team. “My team scales through collaboration—by building strong cross-functional partnerships that extend our impact.”
Governance and compliance without compromising experience
Working in healthcare, a highly regulated global industry, brings elevated expectations for privacy, data protection, and compliance. Throughout her career, Preeti learned to approach governance as a core part of experience design—not a constraint, but an enabler.
“Any med tech platform must meet high privacy and security standards. But more importantly, it’s critical to distinguish between HIPAA and marketing consent. Because of this, every customer interaction pathway should be built with that nuance in mind,” Preeti explains.
This intersection of privacy rigor and user-centricity reflects why it’s important to have secure experiences which are also human-centric.
“Any med tech platform must meet high privacy and security standards. But more importantly, it’s critical to distinguish between HIPAA and marketing consent. Because of this, every customer interaction pathway should be built with that nuance in mind,” Preeti explains.
This intersection of privacy rigor and user-centricity reflects why it’s important to have secure experiences which are also human-centric.
Martech transformation at scale: From fragmented journeys to unified experiences
One of the marquee milestones of Preet’s career was the global rollout of Resmed’s unified marketing automation platform. The platform helped consolidate fragmented customer journeys, standardize global programs, and centralize campaign reporting—enabling performance visibility across regions.
“It was a mammoth but beautiful transformation,” Preeti shares.
Key takeaways from this effort included:
— The importance of operational alignment across regions to drive efficiencies
— Centralized reporting for insight-driven decision-making
— Enabling more consistent and personalized customer experiences at scale
This approach can empower both faster capability development and future-proof marketing engines for innovation.
“It was a mammoth but beautiful transformation,” Preeti shares.
Key takeaways from this effort included:
— The importance of operational alignment across regions to drive efficiencies
— Centralized reporting for insight-driven decision-making
— Enabling more consistent and personalized customer experiences at scale
This approach can empower both faster capability development and future-proof marketing engines for innovation.
A philosophy rooted in people, process, and purposeful technology
For Preeti, technology is never the starting point. Her approach is rooted in holistic leadership grounded in people, process, and strategy.
“Change management is the key. Success lies in looking at transformation through an organizational lens—not just tooling. I always prioritize the impact change will have on people, process, and platforms.”
This approach can foster buy-in across regions and functions, allowing teams to scale intelligently without compromising agility.
“Change management is the key. Success lies in looking at transformation through an organizational lens—not just tooling. I always prioritize the impact change will have on people, process, and platforms.”
This approach can foster buy-in across regions and functions, allowing teams to scale intelligently without compromising agility.
What’s next? A scalable future built for agility
As the medtech industry evolves, AI is becoming a central pillar in the martech strategy—supporting smarter targeting, dynamic content, real-time analytics, and predictive modeling.
In a landscape where personalization, speed, and scalability are paramount, AI helps any marketing team stay ahead by offering insights that inform content, optimize journeys, and elevate patient engagement.
“Today, people recognize that it’s not just technology for marketing. Martech is a strategic driver of innovation, experience, and global impact.”
With the proper foundation in place, organizations can accelerate agile marketing and global engagement strategies by leveraging centralized platforms, AI-powered tools, and a culture that welcomes innovation.
For Preeti, martech is not a backend support function. It’s a core enabler of business transformation—keeping the company a step ahead, deeply human in its approach, and continuously evolving to meet the needs of tomorrow’s customers.
In a landscape where personalization, speed, and scalability are paramount, AI helps any marketing team stay ahead by offering insights that inform content, optimize journeys, and elevate patient engagement.
“Today, people recognize that it’s not just technology for marketing. Martech is a strategic driver of innovation, experience, and global impact.”
With the proper foundation in place, organizations can accelerate agile marketing and global engagement strategies by leveraging centralized platforms, AI-powered tools, and a culture that welcomes innovation.
For Preeti, martech is not a backend support function. It’s a core enabler of business transformation—keeping the company a step ahead, deeply human in its approach, and continuously evolving to meet the needs of tomorrow’s customers.
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