Why Process Matters in Healthcare GTM
When companies reach out to us, they’re usually at a critical point. They have a good solution, and might even have early traction. But something is stuck:
- They’re seeing longer sales cycles than they expected.
- They’re hitting confusion inside health systems they thought would move faster.
- They’re realizing that healthcare is not just another vertical — it’s its own world.
We have seen too many promising healthcare solutions stall because their go-to-market strategy was built like a SaaS playbook. Healthcare does not work that way. If you want to sell into this system, you need a GTM strategy that matches how health systems actually buy — not how you wish they would buy.
This article is a behind-the-scenes look at how we work with digital health founders and growth-stage teams to make that happen.
How We Start: Clarity Before Tactics
Every engagement starts the same way. We slow down, we step back, and get clear on the real strategy before we build anything tactical.
You can’t out-sell a fuzzy story. You also can’t out-network a broken positioning statement. You have to know exactly what problem you’re solving, who feels that problem the most, and who controls the budget to fix it.
One early-stage company we worked with thought the CIO would be their main buyer. They spent months crafting materials for the IT team. But when we mapped out the real buyer journey, it became obvious that clinical operations leaders were the ones feeling the pain — and holding the purse strings. Once we shifted the narrative to meet them, conversations opened up fast.
That is why we spend meaningful time at the beginning on what we call commercial positioning. It’s not just messaging — it’s how your company fits into the internal world your buyers live in.
If you skip this, everything downstream gets harder.
The Engagement Model: Working Together, Not Just Getting Advice
We don’t run a “deliver a deck and disappear” model. When you work with us, we work together. That means we have standing calls to move things forward, async review loops to tighten deliverables, and real checkpoints where we step back and make sure the work is still pointed at the right target.
You’ll get clear feedback, drafts you can actually use (not just theoretical frameworks), and a partner who treats your business like it matters — because it does.
If you’re looking for a consultant who just says yes to every slide, we’re not the right fit. If you want someone who will sharpen your story with you and push the thinking in a way that respects the complexity of healthcare, then we’ll probably work well together.
If you’re curious, you can always start with a short conversation. You can reach us through the Contact page.
What We Actually Build Together
When people hear “GTM strategy,” they sometimes imagine a giant report. That’s not what we do. We build practical things you’ll actually use inside your business.
We build message frameworks that speak directly to clinical, financial, and operational buyers. Because the reality is, you’re often selling to all three at once. We map the real health system buying journey, so you’re not blindsided when IT raises a flag, or when security demands more integration proof points.
We prepare for analyst briefings like KLAS or Gartner early, so you’re positioned well before buyers start asking what quadrant you’re in. We map early-stage pipeline targets based on real buyer intelligence, not just job titles scraped from LinkedIn.
The work is messy sometimes. It’s not always linear. But it’s real, and it’s built to move your business forward.
Here is a simple snapshot of the core GTM foundation we typically cover:
| GTM Element | Why It Matters |
| Message framework | Speaks to real buyer personas |
| Health system buying journey map | Anticipates bottlenecks and decision gates |
| Analyst briefing prep | Positions company for early external validation |
| Early pipeline structuring | Prioritizes winnable targets, not just warm leads |
What It Feels Like Day-to-Day
Most of the clients we work with tell us the same thing after a few weeks: it feels like they have a real partner in the room, not just someone checking boxes.
Day-to-day, it looks like:
- Quick-turn reviews of decks and messaging
- Strategy calls where we solve real obstacles together
- Slack and email support that moves decisions forward, not just adds noise
It’s a working relationship, not a handoff.
If you’ve been running at this alone, or trying to piece things together with disconnected contractors, it will feel different: more focused, more aligned, and more about building something that lasts, not just scrambling for the next meeting.
The Results Clients See
When the strategy work clicks, you can feel it in the business.
- Sales conversations get easier because the story resonates.
- Analyst calls go better because the company shows up like it belongs.
- VCs take second meetings because they see a commercialization plan, not just a product demo.
- Health systems start asking deeper questions, not just nodding politely and ghosting later.
Clients often tell us they leave the engagement with more confidence — not just about their story, but about their path to real scale.
If you want to see some examples, you can take a look at our case studies.
Ready to Build the Right Foundation?
If you’re serious about moving from early traction to real scale in healthcare, it’s worth getting the foundation right.
It doesn’t have to take forever, nor does it have to be heavy. But it does have to be thoughtful, honest, and built for the reality of healthcare buying cycles.
If you want to talk about what it might look like to work together, feel free to reach out here.
