A go-to-market plan fills the pipeline.
Growth marketing for HealthTech and MedTech founders who have proven the science. Next, clinicians, hospitals, partners and payers need to buy. So we build the plan backwards from your revenue target. Then we run the campaigns, content workflows and AI agents that deliver it.
15+ years
in growth marketing and go-to-market
$87M+
revenue generated for clients and employers
400+
businesses scaled
Brussels & Berlin
based · client portfolio across Europe, the Americas, the Middle East and Southeast Asia
For a HealthTech or MedTech company, growth marketing turns clinical proof into qualified conversations. These are conversations with the people who sign: department heads, procurement, distributors, insurers or employers. First, it starts from a revenue target. Then it works out how many deals, meetings and contacts that target needs. Finally, it picks the few channels that reach those buyers at a cost you can sustain.
The big difference with general B2B marketing is the buying group. The person who loves your product is rarely the one with the budget. Sales cycles also run long. And every claim has to stay within your evidence and the EU Medical Device Regulation (MDR).
Six patterns that hold HealthTech and MedTech companies back after the first proof of value.
01
CE marking, studies and pilots are in place, yet customers still arrive one introduction at a time.
02
Clinician, department head, procurement and payer each need a different reason to say yes.
03
A busy booth, a pile of cards, and three months later almost nothing in the pipeline.
04
Growth depends on the founders' network and time. Sales hires arrive before the leads do.
05
INAMI/RIZIV in Belgium works differently from DiGA in Germany. Distributors and habits change too.
06
The next round needs a pipeline you can show, not marketing squeezed between deadlines.
Recognise two or more? Find out which one costs you most.
Get your free evaluationSix people, six different questions. A plan gives each of them the proof they need, in the place they look for it.
User
“Does it work in my day?”
Clinician, physio, nurse
What wins them: Hands-on demo, peers already using it
Champion
“Is the evidence strong enough to back?”
Key opinion leader
What wins them: Published data, a stage to present it
Budget owner
“What does it change in outcomes and cost?”
Department head, clinic owner, HR
What wins them: A clear outcome and cost case
Gatekeeper
“Is it safe, compliant and easy to buy?”
Procurement, IT, data protection
What wins them: Security, GDPR and tender-ready documents
Payer
“Who pays, and is it reimbursed?”
INAMI/RIZIV, insurer, mutuality, employer
What wins them: Reimbursement or cost-saving evidence
Beneficiary
“Will I use it and feel the difference?”
Patient, employee, athlete
What wins them: Simple onboarding, visible results
Six steps, side by side: how it usually runs, how it runs with a revenue-first plan, and what automation takes off your team's plate.
Step
Typical today
Revenue-first plan
Automation helps
Typical today
Activity goals: posts, events
Revenue-first plan
Deals and meetings needed per quarter
Automation helps
Live funnel model
Typical today
One message for everyone
Revenue-first plan
A message per buying role
Automation helps
Agents build role-matched lists
Typical today
A bit of everything
Revenue-first plan
2–3 channels, ranked by cost per meeting
Automation helps
Cost-per-meeting dashboards
Typical today
When someone finds time
Revenue-first plan
One study becomes webinar, posts, emails
Automation helps
Agents draft, medical lead approves
Typical today
One channel at a time, when there's time
Revenue-first plan
Congresses, outreach, LinkedIn and email in one sequence
Automation helps
Follow-ups and CRM logging, automatic
Typical today
Budgets repeat last year
Revenue-first plan
Monthly review, budget follows pipeline
Automation helps
Reports built automatically
Illustrative MedTech company · €320K new-revenue target · 80% clinics at €6K, 20% hospitals at €33K
Target
€320K
in 12 months
÷ €11.4K average deal
28 deals
22 clinics, 6 hospitals
÷ 32% win rate
88
opportunities
÷ 45% meeting to opportunity
196
meetings · ≈16 a month
16 meetings a month sets the channel plan. Hospitals close slower, so they enter the pipeline first.
Run it on your numbersRevenue numbers, not likes or traffic.
Qualified pipeline value
per quarter, by buyer type
Cost per qualified meeting
with a decision-maker
Sales cycle length
first meeting to signature
Event-to-pipeline rate
for every congress
Time to first customer
in each new market
Channel payback
what each euro returns, and when
Usually earn their place
Congresses with a before and after plan
Clinician and KOL advocacy
Distributor and partner enablement
Outreach to named accounts
Webinars and CPD content
Email nurture across long cycles
Often waste budget early
Broad paid social
Bought lists
Translating before one market works
Retainers paid for output
Built for HealthTech and MedTech teams past the first proof of value: CE-marked or with first paying customers, 2 to 100 people, and no senior marketing lead yet.
Step 1 · Start here
Your 12-month go-to-market plan, built backwards from the revenue target.
Fixed price · delivered in 7 to 10 days
See what's includedStep 2 · If it fits
Embedded 2 to 3 days a week, running the plan with automation and AI agents.
Brussels-based · on site or remote
Ask about availabilityI've spent 15+ years in growth marketing and go-to-market, both in-house and as a consultant. In that time, I've generated more than $87M in revenue for the companies I've worked with. I've led North American and European expansion for sales-led technology companies, and I've lived and worked in seven countries.
The experience that carries straight into HealthTech:
Prevention, brain health and human performance are fields I follow closely. That's why I chose to work with companies building them. My method, Growth Clarity™, plans marketing backwards from the revenue target, for every client.
Straight answers about HealthTech growth marketing, before you book anything.
Do I need a HealthTech specialist or a growth marketer?
Early on, the harder problem is usually commercial. Which buyers should you target? Which channels reach them? And how many meetings does the revenue goal need? Clinical depth sits with your team, while a growth marketer brings the system that turns it into pipeline.
How do you handle regulated claims under MDR?
Every message starts from the evidence you already have. Then your regulatory or medical lead approves it before anything goes out. Where claims are restricted, we use education, case examples and third-party voices instead.
When is the right time to bring in marketing?
Once you have early customers or pilots, a defined offer and a revenue target for the next 12 months. Before that, founder-led selling usually teaches you more.
Why fractional rather than a full-time hire?
A senior full-time hire means a full salary, months of recruiting and a long ramp-up. In contrast, fractional brings senior judgement from the first week. You get 2 to 3 days a week, and you can scale up or down.
What do automation and AI agents actually do?
They take the repetitive work: researching accounts, drafting content, logging contacts, sending follow-ups and building reports. However, strategy, messaging and every approval stay with people. As a result, a small team gets the output of a bigger one.
Do you work with our existing tools?
Yes. I work with the CRM, email and analytics tools you already use. I only suggest changes when a gap is costing you deals.
Still have a question?
Ask Roberta
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