Meet the Team
Melissa Coleman
OWNER & PRINCIPAL CONSULTANT
At the helm of Guidance Redefined, Melissa brings over two decades of experience in the medical device sector, culminating in a consultative role focused on market access and reimbursement strategy and empowering sales teams. Guidance Redefined offers services that align with the industry's need for in-depth reimbursement knowledge and the ability to navigate complex payer landscapes.
Having spearheaded market planning and sales operations, Melissa’s expertise includes developing strong reimbursement strategies and training programs that promote organizational growth. The team at Guidance Redefined is committed to transforming the market access capabilities of medical device companies, equipping them with the tools they need to succeed in a competitive healthcare environment.
Jennifer Matson
PARTNER: SCIENTIFIC & MEDICAL AFFAIRS
Jennifer has over 20 years of experience in the medical device industry, working across multiple functions and disease areas, including R&D, clinical/scientific/medical affairs, upstream marketing, and new technology development/commercialization for oncology, diabetes, and cardiology devices.
She also led program evaluations that analyzed health outcomes data for one of Oregon’s largest Medicare and Medicaid Innovation grants, which aimed to impact the triple aim for some of the state’s most vulnerable patients.
Her background in biomedical engineering and public health provides her with a unique perspective in the medical device industry, as she considers not only her company’s technology at face value but also how it fits into current healthcare challenges, including behavior change and reimbursement.
LaBrea Fitzhugh, CPC, CRC
SENIOR DIRECTOR - PROJECT MANAGEMENT & PROFESSIONAL MEDICAL CODING
LaBrea Fitzhugh is responsible for overseeing and managing projects within a healthcare organization while ensuring accurate coding and billing processes to maximize revenue and maintaining compliance with regulations.
She has 17 plus years experience in Medical Billing, Coding and Auditing in Multiple Specialties, along with expertise in Revenue Cycle Management, Medicare Risk Adjustment / HCC Coding and Auditing, and Billing for many payers in various states in a wide range of medical billing systems.
Her experience has equipped her with deep understanding of the healthcare industry. She is also a Certified Professional Coder through the AAPC since 2011 and is a passionate, optimistic leader committed to excellence and Integrity within an organization.
Gabby Balmer
INTERN
Gabby Balmer is a student at the University of Nevada, Reno, where she is expected to graduate
in May 2026 with a Bachelor of Science in Public Health. Her academic background has fostered
an interest in healthcare solutions and patient-focused approaches, supporting her goals in the
healthcare industry. Gabby will be interning at Guidance Redefined, where she will focus her
training on medical device sales, health policy, and reimbursement, with the goal of securing a
position in medical device sales after graduation.
