Go-to-Market · Medical Devices & HealthTech
Take your device or healthtech product to market with a plan built for clinical buyers
We build the positioning, pricing and packaging, channel and sales-motion design, and 90-day launch plan for your medical device, diagnostic, or healthtech product. Then we stay on to help execute and measure against a baseline we set with you, and we route every regulatory, clinical, and reimbursement decision to your qualified experts.
The Outcome
What a go-to-market engagement gives you
Not a deck that dies in a drawer — a launch you can actually run, with the positioning, pricing, and plan to back it.
A clinically credible launch
Positioning and messaging that resonate with clinicians and buyers, with claims kept honest and every regulatory and clinical statement routed to your qualified experts.
A motion built for long sales cycles
Channel and sales-motion design mapped to committee buying, procurement, and the realities of selling into health systems.
Measured against a baseline
We set your starting point and track real movement, no fabricated adoption numbers, no borrowed clinical results.
How we work
Here’s how we’d take it to market — and stay to run it
We won’t hand you a strategy deck and disappear. What follows is exactly how we’d position, price, and launch a business like yours — built on your real market and customers, measured against a baseline we set together, and executed with you, not just recommended. Where something can’t be known until the market responds, we build to test it, not to guess.
Who it’s for: Founders and commercial leaders at medical-device, diagnostics, digital-health, and healthtech companies, approaching or past regulatory clearance, who need a rigorous, compliance-aware plan to commercialize into clinical and health-system buyers, with a partner who will help execute the launch rather than just advise.
The Core Workstreams
The four things we build to get you to market
Every device and healthtech launch we run is anchored to the same four systems, tailored to your product, your clinical buyer, and the regulatory and reimbursement realities of your category. We do commercial, positioning, and launch strategy, not regulatory, clinical, or reimbursement advice, those decisions go to your qualified regulatory, clinical, and market-access experts.
Positioning & messaging
A clinically credible position buyers and clinicians trust
The challenge: Clinical buyers are evidence-driven and cautious. Marketing-style language undermines credibility, while any claim about safety, efficacy, or intended use that outruns your cleared indications creates serious regulatory exposure.
What we’d deliver: A positioning platform and messaging hierarchy built for clinical, economic, and administrative buyers, tied to your cleared indications and evidence. We build a claims framework that flags anything touching efficacy, safety, or intended-use language and route every such claim to your regulatory and clinical experts for sign-off before it ships.
Pricing & packaging
Pricing and packaging that fit health-system economics
The challenge: Device and healthtech pricing collides with capital budgets, procurement, and reimbursement, and a price or model that ignores how systems pay stalls deals no matter how good the product is.
What we’d deliver: A pricing and packaging model, capital vs subscription vs per-procedure, service and consumable structure, and pilot-to-contract logic, built around how health systems budget and buy. We frame the economic value story for the buyer and route reimbursement and coding decisions to your market-access experts.
Channel & sales-motion design
A sales motion built for committee buying and long cycles
The challenge: Selling into health systems means multi-stakeholder committees, value-analysis review, pilots, and procurement, and a motion designed for fast transactional sales simply stalls.
What we’d deliver: A channel and sales-motion design mapped to the real buying committee, clinical champion, economic buyer, value-analysis, IT, and procurement, with direct, distributor, and GPO channel options, a pilot strategy, and the evidence each stage needs. We sequence to prove the motion with early accounts before scaling the commercial team.
The 90-day launch plan
A launch plan sequenced around clinical and regulatory readiness
The challenge: Device launches slip when commercial plans are not sequenced with regulatory clearance, clinical evidence, and reimbursement milestones, so the go-to-market gets ahead of what the product can legally and credibly claim.
What we’d deliver: A 90-day launch roadmap with weekly milestones, owners, budget, and go/no-go gates, sequenced around your regulatory, clinical-evidence, and market-access readiness. We help run the cadence, keep commercial and regulatory workstreams aligned, and adjust as real signal arrives.
The Fuller Scope
Where we help across the launch
Beyond the core four, these are the go-to-market situations we most often work through with medical-device and healthtech clients.
Commercial launch after clearance
Take a cleared device from regulatory milestone to commercial launch, with clinically credible positioning, health-system pricing, and a committee-ready sales motion.
New indication or product line
Launch a new indication or line within your cleared scope, with positioning and evidence framing aligned to what your regulatory and clinical experts confirm you can claim.
Selling into new care settings
Move from one setting to another, hospital to ambulatory, or clinic to home, with a sales motion and value story tuned to that setting's buyers and economics.
Pilot-to-contract conversion
Design the pilot structure and the evidence and stakeholder path that turns pilots into system-wide contracts instead of stalled evaluations.
Direct vs distributor vs GPO strategy
Decide and design the channel mix, and plan the launch sequence across direct sales, distributors, and group purchasing organizations.
Economic value story for buyers
Build the economic and workflow value narrative that value-analysis committees and economic buyers need, with reimbursement inputs owned by your market-access experts.
Repositioning a stalled commercial launch
Diagnose against the baseline whether the block is credibility, price, evidence, or motion, and rework the commercial plan with the team.
Decisions a launch has to get right
The levers we work on together
A launch lives or dies on a handful of calls. Here’s what our work is built to get right.
Clinical credibility
Positioning tied to cleared indications and real evidence, not marketing claims
Committee progression
A sales motion mapped to every stakeholder in the buying committee
Pilot conversion
Pilot design and evidence paths that turn evaluations into contracts
Economic value
A value story that fits how health systems budget and justify spend
Channel fit
The right mix of direct, distributor, and GPO for your product and buyer
Regulatory alignment
Commercial steps sequenced around your experts' regulatory and evidence readiness
We set your baseline together at the start: current pipeline, pilot-to-contract conversion, sales-cycle length, average contract value, and channel performance, or a clean zero for a pre-commercial product. Every target is expressed as movement from that baseline, and we report honest results against it. We never cite adoption or clinical results from companies we have not worked with, we set the baseline, run the launch with you, and show real movement. Regulatory, clinical, and reimbursement outcomes are owned by your qualified experts, not by us.
The Engagement
Strategy that ships, not strategy that sits
A scoped go-to-market engagement built around your launch — positioning and messaging, pricing and packaging, channel and sales-motion design, and a 90-day plan. Not a generic framework; a plan tied to your product, your buyer, and your numbers.
We stay to run it. Unlike most strategy shops, we don’t stop at the recommendation — we help execute the launch, measure what the market does, and adjust against real signal.
Every launch is different. The scoping call is where we frame the moves that matter.
How It Works
From positioning to a launch you can run
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Position & message
We define the position you can own and the message that lands — grounded in your real buyer, competitors, and differentiation.
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Price & package
Pricing and packaging set against what the market bears and what your economics need, with the trade-offs made explicit.
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Channel & sales motion
The route to market and the sales motion designed to fit how your buyer actually buys — not a generic funnel.
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90-day launch plan
A sequenced, owner-ready plan with the moves, the milestones, and the baseline numbers we’ll measure against.
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Execute & adjust
We stay on to help run the launch, watch what the market does, and adjust the plan against real results.
FAQ
Medical Devices & HealthTech — go-to-market questions
Do you provide regulatory, clinical, or reimbursement advice?
No. We do commercial, positioning, and launch strategy. We flag claims that touch regulated territory and route every regulatory, clinical, and reimbursement decision to your qualified experts.
Can you help before we have clearance?
Yes, on commercial readiness. We build positioning, pricing, and the launch plan in parallel, sequenced so the go-to-market never gets ahead of what your regulatory experts confirm you can claim.
Do you guarantee adoption or a number of accounts?
No. We set a baseline with you and commit to a rigorous plan and honest measurement against it, rather than promising figures before we understand your buyer and evidence.
How do you handle efficacy and safety claims?
We keep messaging tied to your cleared indications and evidence, flag anything that outruns them, and hold it for your regulatory and clinical sign-off before it ships.
Can you help convert pilots into contracts?
Yes. We design the pilot structure, the stakeholder path, and the evidence each committee needs to move from evaluation to a system-wide contract.
Direct sales, distributors, or GPO, which is right for us?
It depends on your product, buyer, and stage. We evaluate the options and design the channel mix and launch sequence around them.
Do you help execute or just advise?
We stay on to help run the launch and keep commercial and regulatory workstreams aligned. Execution partnership is what sets us apart from a typical strategy firm.
Who works on our account?
Senior operators. CMA is deliberately boutique, so you work directly with experienced people, not a junior team on a template.
The Full Practice