CEO Coach, Strategic Advisor & Chairman | Driving Growth & Scaling Leadership, Teams & Businesses in Healthcare & Technology.
Healthcare doesn’t have a ‘market.’ It has an ecosystem. I see so many healthtech startups make the same mistake: They treat go-to-market like they’re selling software subscriptions. Push ads. Capture leads. Run outbound campaigns. Sounds good, until they realise healthcare doesn’t work like that. Selling into healthcare means selling into an ecosystem, not just a buyer. You’re not convincing a single decision-maker. You’re navigating: Clinicians who don’t have time to be ‘sold to’ Administrators balancing budgets and politics IT teams protecting data security Patients who demand better but fear change Regulators who can stop you before you start It’s not ‘how fast can we acquire customers?’ It’s ‘how do we embed ourselves into the ecosystem?’ That means: Understanding who holds influence, not just who holds the budget. Proving clinical and operational value, not just ROI on a spreadsheet. Building relationships that move at healthcare’s pace, not a 90-day sales cycle. Preparing for long trust-building phases, not quick transactional wins. The best HealthTech companies don’t just sell into healthcare. They become part of it.
Spot on Kevin!
Such a great insight! 🙌 — Healthcare is a complex ecosystem, and success comes from building relationships, not just closing sales. ✨ — Embedding into the system is the true path to lasting impact! Kevin McDonnell
Absolutely spot on! The healthcare ecosystem is complex, and navigating it requires a deep understanding of the interconnected players and their unique needs.
Love thisl
This information came at the right time for me. Thank you so much 😊🙏
Well said, Kevin McDonnell. Healthcare is an ecosystem, not a simple market. Demand arises from necessity, not price sensitivity, while supply is limited by expertise, regulation, and infrastructure. More hospitals don’t mean cheaper care—preventive health, policy, and technology shape long-term demand. A holistic approach, not pure market forces, ensures accessibility and sustainability.
Absolutely spot on! The complexity of the healthcare ecosystem is often underestimated by many healthtech startups. It's not just about having a great product; it's about understanding the intricate web of relationships and the unique challenges each stakeholder faces. Building trust and demonstrating real value over time is crucial. I’m curious, what strategies have you seen work best for integrating into this ecosystem? Any examples of companies that have successfully navigated this space? Thanks for sharing such insightful thoughts!
Kevin McDonnell, your insights on healthcare as an ecosystem are spot on! Building relationships and trust is essential for successful integration. Would you agree?
Spot on analysis! 👏 Many startups coming from outside healthcare underestimate how complex and interconnected this ecosystem really is. It’s not just about selling — it’s about building trust, understanding influence, and proving value over time. “Become part of it” says it all — only those who truly embed themselves into the ecosystem can succeed in the long run. 💡
CEO Coach, Strategic Advisor & Chairman | Driving Growth & Scaling Leadership, Teams & Businesses in Healthcare & Technology.
4moP.S. On a similar theme “Healthcare isn’t a market to disrupt.” – https://www.linkedin.com/posts/kevinmcdonnell_healthcare-isnt-a-market-to-disrupt-it-activity-7307075846245109760-gqPO and “Healthcare doesn’t have a cost problem.” – https://www.linkedin.com/posts/kevinmcdonnell_healthcare-doesnt-have-a-cost-problem-activity-7308887652982751233--dJN