Thoughtful Insights for Growth & Success

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About cogitare consultancy

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Why Cogitare?

Cogitare "co-ja-tar-ee" means "to think" in Latin, the language of science. With a background rooted in biology and passion for strategy, my approach to consulting is thoughtful collaboration.

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My name is Heather Soler and I specialize in product strategy. I enjoy working with innovative healthcare and biotech companies who are making meaningful life science advancements.

I offer consultative services spanning the entire commercialization process. With nearly 20 years of marketing, product management, and sales experience in life science and clinical diagnostics, I will work in partnership with your commercial and product teams to develop new ideas, evaluate opportunities, and help your company drive success.


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  • Clinical Diagnostics
  • Reference Laboratory
  • Genomics
  • Genetic Testing
  • Biotechnology
  • Pharmaceutical
  • Life Sciences
  • Genomic Products & Services
  • Women's Health
  • Oncology
  • Neurology
  • Cardiology
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Audience & Application

  • Heath Care Providers
  • Patients
  • Payers
  • Quality Teams
  • Key Opinion Leaders
  • Researchers
  • Buyers/Procurement
  • Provider-Ordered Testing
  • Patient-Initiated Testing
  • Telehealth
  • Virtual Physician Network
  • Self-Collection
  • Mobile Collection
  • Kitting
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  • CLIA
  • CAP
  • CMS-Medicaid & Medicare
  • Fraud, Waste & Abuse
  • Sunshine Act
  • MLR Approval Process
  • PHI & PII
  • FDA & LDT Testing



  • Market Assessment
  • Competitive Analysis
  • Business Case Build
  • Trademark, Domain & Social
  • Quantitative and Qualitative Market Research
  • Portfolio Gap Assessment
  • Price Sensitivity & Acceptance

Planning & Process

  • Marketing Strategy
  • Sales Strategy
  • Portfolio Strategy
  • SOPs & Best Practices
  • UAT & Launch Documentation
  • Proof-of Concepts / BETA Testing


  • Identity
  • Audiences & Personas
  • Mission & Vision
  • Logo, Color Palette & Fonts
  • Imagery & Graphics
  • Company/Product Naming
  • Brand Guidelines Documentation

Education & Promotion

  • Website & Portals (provider, patient)
  • Sales & Partner Training
  • Sales Collateral (brochures, white papers, product videos, etc.)
  • Patient Education (videos, guides, instructions, billing info)


  • Product/Services Positioning
  • Product Messaging
  • Feature & Benefits
  • Key Statistics
  • Competitor Comparison

External Communication

  • Social Media
  • Email Marketing / eBlasts
  • Dynamic Website Content
  • Blog & Newsletter
  • Press Releases
  • Client Updates
  • Portal Notifications


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Katie C.

Heather always brings intellectual dialogue and challenges others to think outside the box to offer creative solutions that surpass goals.

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Dr. Kim K.

Heather is an excellent communicator and produced superb work products. Quick and efficient, but with an attention to the details that make her marketing materials stand out.

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Richard S.

Heather is thoughtful and, on more than one occasion, responsible for posing the inquisitive prompts that resulted in a revaluation of a campaign, product feature, and/or strategy.


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Want to learn more?

Let's schedule time to chat.


(978) 609-7440

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© Cogitare Consultancy, LLC