Helping Healthcare Companies Turn Complex Offerings into Growth
Mission-driven healthcare companies need to make their value clear to the people who choose, use and pay for their offerings.
I help healthcare and healthtech businesses turn complex offerings into compelling value propositions, focus on the right customers, and connect marketing and sales around a practical path to growth.
My work spans startups, growing mid-market businesses and established organizations across healthcare services, digital health, medical devices and technology, and healthcare professional education and engagement. I help companies serving providers, health systems, practices and clinicians communicate their value in ways that reflect what matters to each audience.
Whether the challenge is launching an offering, strengthening an existing business or bringing multiple businesses together, the goal is to make your value easier to understand, your offering easier to evaluate and your commercial efforts more effective.
Talk Through Your Growth Challenge →
Make the value clear to everyone involved in the decision
Selling healthcare solutions and technology means navigating cautious buyers, constrained budgets, complex organizations and established ways of working. The people who benefit from an offering may not control the budget, and the people approving the investment may have different priorities. Even a compelling idea can struggle to find a buyer with the incentive and authority to act.
I help companies understand those realities and build a stronger case for choosing their offering, with positioning, evidence and a go-to-market approach grounded in how customers actually make decisions.
Connect the offering to a reason to act
I help clients translate complex products, services and expertise into value that matters to specific buyers. We clarify whose problem the offering solves, why addressing it deserves attention and investment, and what evidence supports that case.
Understand the decision, the incentives and the barriers
I work with clients to understand who uses, influences, evaluates and approves an offering, and where their priorities differ. We use customer insight to identify what could motivate a decision, what might hold it back and how the offering fits into existing workflows and organizational priorities.
Give sales and marketing a shared direction
I help teams agree on which customers to pursue, what value to emphasize and what buyers need to understand and believe before moving forward. We translate that direction into messaging, sales tools, content and outreach that support the buying process.
Bring a complex business together under a clearer story
I help organizations find the common value across products, services or acquired businesses and express it through a coherent positioning and market story. That gives internal teams a shared direction and helps customers understand how the offerings fit together and why the combination matters.
“Michael brings incredible expertise in identifying customer insights, with a powerful talent for distilling insights into clear, compelling values/benefits and messaging. What made a difference for our team was how he lived his ‘stratecution’ philosophy, going beyond the ‘big thoughts’, keeping strategy and execution tightly aligned in order to drive sales.”
I have experience across healthcare businesses and stages of growth
I’ve worked with global organizations, growing mid-market businesses and early-stage companies to build the strategic foundation and direction for the business, strengthen marketing leadership, and turn that direction into a practical go-to-market approach.
Working alongside leadership, sales and marketing teams, I help clarify which customers to pursue, how to communicate the value and what needs to happen to support growth.
GE HealthCare
I have worked with GE HealthCare teams on customer insight, positioning and go-to-market strategy. For the point-of-care ultrasound portfolio, my customer insights opened up new ways to segment customers, communicate product value and connect with buyers beyond clinical capabilities alone. That work helped teams build a more relevant story around customers’ needs, priorities and ways of working.
Hospital for Special Surgery
I worked with marketing leadership to assess the organization’s strategy, capabilities and ways of working, then establish a clearer direction and actionable roadmap. The work helped the team identify priorities, improve coordination and focus its efforts where they could make a greater difference.
Relevate Health
I helped Relevate bring an expanded set of businesses and capabilities together after acquisitions. Through customer insight, unified positioning and a comprehensive marketing plan, I helped establish a shared direction for sales and marketing and move it into implementation. The work supported new lead generation, greater visibility and a more coherent market presence.
Read the Relevate case study →
True North HealthWorks
I helped find the strategic through line that enabled True North to bring two distinct offerings and teams together around a shared core belief, positioning and identity. That foundation guided the brand relaunch, helped the teams understand what united their work, and made the combined business clearer to customers and community partners.
MJH Life Sciences
As CMO of MJH Life Sciences, I led marketing organization development across a portfolio of healthcare media, education and services brands. I established processes, playbooks and go-to-market approaches to help teams work more consistently and strengthen how they engaged healthcare professionals.
Build the commercial foundation for your next stage of growth
You may need to sharpen the story before a launch, focus your go-to-market approach, bring businesses together or give an existing team stronger marketing leadership.
I work with leadership, sales, marketing teams and outside partners to establish what needs to change and help put it into practice. Engagements can include focused growth strategy and implementation support or ongoing fractional CMO leadership.
Talk Through Your Growth Challenge →Explore How I Work →“We found his approach to ‘stratecution’ to be substantial and effective, aided by empathy and experience both broad and deep, and finished with valuable, practical impact. I recommend Michael and would be happy to expound upon reasons to any who are considering working with him.”