MedTech Companies Don't Fail Clinically.
They Fail Commercially.
FDA clearance proves your technology works. It says nothing about your ability to navigate the procurement cycles, finance committees, and multi-stakeholder complexity that govern how hospitals actually buy.
Most post-clearance companies enter the market with strong clinical evidence and no systematic commercial infrastructure. The result is predictable: stalled pilots, founder-dependent sales, and a team reacting to buyers instead of leading them.
The result: stalled pilots, long sales cycles, and a team that's reacting to buyers instead of leading them.
The Solution: Pathova GTM builds the commercial infrastructure that closes that gap.
THE PROBLEM WORTH NAMING
You've done the hard part. Clinical validation, regulatory clearance, early pilots that prove your technology delivers. But the procurement process doesn't reward clinical merit. It rewards commercial readiness — the ability to speak the right language to the right stakeholder at the right moment, with evidence structured for how finance committees and VAC panels actually evaluate decisions.
Most early-stage MedTech companies aren't losing deals because their product doesn't work. They're losing them because their commercial infrastructure isn't built for how hospitals buy.
WHAT WE DO
We build the commercial infrastructure that takes a clinically validated MedTech company from pilot to systematic, repeatable revenue.
That means ICP frameworks that identify which hospitals are actually ready to buy and why. Stakeholder maps that tell your team exactly who needs to be in the room and what each of them needs to hear. ROI models and evidence packages built to withstand finance committee scrutiny. Pilot structures engineered to convert, not just validate.
This is the work that turns a strong product into a fundable commercial story.
We deliver it faster and with more precision than traditional consulting because we've built a proprietary AI system trained on our methodology — one that makes founder-level commercial knowledge available to every member of your team, on every deal, in real time.
HOW IT WORKS
A three-lever GTM system designed for regulated healthcare markets:
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1. ICP Clarity — Know exactly who your story is for
Commercial success starts with an honest answer to a question most companies avoid: which hospitals are actually going to buy, and why? Not just clinically, but institutionally and economically. Which segments have budget authority? Which reimbursement models create urgency? Which decision-makers can actually move a deal?
Without this clarity, your team burns cycles on accounts that were never going to close.
We build ICP frameworks that answer these questions definitively — and structure them into your commercial system so every targeting decision your team makes is grounded in real buying criteria, not intuition.
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2. Proof & Conversion — Build the Infrastructure That Moves Deals
Clinical outcomes don't automatically translate into signed contracts. Finance committees need ROI models. VAC panels need structured evidence packages. Your internal champion needs the tools to build a coalition before your team walks into the room.
We build that infrastructure — evidence packages, stakeholder maps, objection playbooks, ROI models — tailored to how your specific buyers evaluate decisions. Pilots are structured from the start with economic conversion built into the outcome criteria, not added at the end when the conversation stalls.
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3. Pipeline and Scale — Turn individual wins into repeatable systems
The goal isn't one successful deal. It's a commercial system that works without the founder in every room.
We codify what works into playbooks, qualification frameworks, and proof libraries that your team executes consistently. New reps onboard in weeks, not months. Investors see repeatable commercial infrastructure, not founder-dependent traction.
THE SYSTEM BEHIND THE METHODOLOGY
Our proprietary AI system isn't a CRM replacement or a generic sales tool. It's a closed-loop commercial intelligence platform trained on our methodology and on your company's specific product, market, and customer data.
It means your team can ask, in plain language: "Is this hospital ICP? Who do I need in the room? What does their CFO need to see to approve this?" — and get answers grounded in your actual commercial context, not a generic template.
The first time practitioners see it in action, the reaction is consistent. Here's one, unedited:
"This is stringing together pieces and addressing problems that I've literally had calls about this week. Not even make a bad rep great — make a new one good. As a first draft? Oh my goodness. This is impressive."
That's what happens when methodology and infrastructure are built together, not bolted on after the fact.
WHO WE WORK WITH
You're a strong fit for Pathova GTM if you are:
Post-regulatory clearance (FDA, CE Mark, Health Canada) with clinical validation, selling into hospitals, health systems, or IDNs, facing 6–24 month sales cycles with unpredictable conversion, seeing clinical outcomes that aren't translating to contract signatures, blocked by multi-stakeholder procurement complexity, founder-dependent in your current sales motion, running pilots that deliver results but fail to convert, or needing credible commercial traction to support your next funding round.
WHY PATHOVA
We specialize in one problem: the gap between clinical validation and commercial revenue in regulated healthcare markets. Not broad B2B sales consulting. Not generic AI tooling. The specific, documented challenge of selling medical technology into hospital procurement systems.
We deliver structured commercial infrastructure — ICP blueprints, stakeholder maps, ROI models, evidence packages, and sales playbooks — that your team uses daily. Not strategy decks that age on a shared drive.
And we deliver it faster than hiring. Building full commercial infrastructure in weeks, not the 12–18 months required to recruit, onboard, and ramp a VP of Market Access — at a fraction of the cost and risk.