We’re thrilled to welcome Javier Monterrosa as Counsel’s new Vice President of Marketing. Javier brings a proven track record of building and scaling brands at leading digital health companies with a passion for translating complex healthcare solutions into stories that resonate. In this conversation, Javier shares what drew him to Counsel, the lessons he’s carried from past roles, and how he plans to help us define a new era of AI-powered, physician-led care.

What drew you to join Counsel?

Healthcare is going through a period of rapid transformation fueled by AI. Across the industry, organizations are trying to decode how best to use it, from care coordination to administrative automation to analytics. One clear trend has emerged: pairing AI with human care. This is where Counsel stands out.

Counsel’s asynchronous platform blends AI with expert physicians to deliver immediate, secure, and personalized medical advice and care. Having spent most of my career in healthcare, I’ve been intentional about joining tech-forward teams that make a real impact on patients’ lives. Counsel’s mission and model made the decision an easy one.

How has your experience at Found and Particle Health shaped your approach to marketing in healthcare?

Marketing in healthcare is a uniquely complex puzzle. It requires translating that complexity into brand stories that inspire and resonate with our target customers. My experience at both organizations helped me understand three important lessons:

• Research, research, research: As startups look to become category leaders in their space, market research is critical to building value messaging frameworks. For me, that means talking to prospects, understanding how they make decisions, and mapping their priorities. I think this helps any team pave a clear path toward PMF.

• Focus on benefits, not features: When launching GTM strategies, speed-to-market can often lead organizations to overemphasize product features. While features are important and we’re excited about them, true product marketing distills those features into benefits that answer the customer’s “so what?”

• Think beyond ROI, but rather VOI: In B2B marketing, ROI becomes your best friend, but it’s also your competitor’s best friend. To stand out, pair ROI with VOI (value on investment). ROI shows if something makes money. VOI shows if it makes a difference. In healthcare, that means looking beyond cost savings to measure the impact on patient health, access, and experience.

Counsel’s mission centers around the collaboration between real doctors and AI. How do you think about marketing this dichotomy?

The key is to avoid framing AI and humans as competing forces. Instead, we present them as partners in delivering the highest-quality care. Trust is everything in healthcare, and our model leads with the human element. We’re creating a physician-led care model supported by AI working behind the scenes to make our physicians faster, more precise, and more accessible.

We position AI as the superpower. It handles the data-heavy work, such as analyzing symptoms, surfacing the right questions, and understanding medical histories, so physicians can focus on human connection and clinical decision-making. This combination reassures patients they’ll get the care they deserve, anytime and anywhere.

Where do you think Counsel has the most opportunity to stand out in the market?

Counsel’s biggest opportunity is to own the space where access, trust, and personalization meet. Many virtual care solutions solve for access, but feel impersonal. Primary care solutions offer personalization, but are tied to hard-to-get appointments.

Our combination of clinical-grade AI and board-certified physicians means patients get accurate, trusted medical guidance in minutes without sacrificing quality or security. We can also reframe what “virtual care” means. It’s not a one-off transaction, but an ongoing relationship that helps people make better health decisions every day. If we keep showing that we’re empowering physicians with AI, instead of replacing them, then we can define this new category.

What are your top priorities in your first 90 days at Counsel?

First, I’m focused deeply on understanding our customers, members, providers, and product. Because we expand access to medical advice through B2B channels, that means getting to know what drives employers, benefits consultants, and health plans.

Second, I want to solidify our brand story through segmented value messaging frameworks, then test those messages across growth channels and early lifecycle touchpoints.

Finally, I’ll work on scaling our GTM channels so more patients across the U.S. can access Counsel.

If Javier’s vision resonates with you, and you want to join a driven team shaping the future of healthcare, explore our open roles.