Pathova GTM: Commercialization Infrastructure for Life Sciences & Healthcare Technologies
Life sciences companies with breakthrough innovations often stall between regulatory clearance and commercial traction. Clinical validation proves your technology works, but hospitals, health systems, and regulated buyers don’t buy on clinical proof alone.
The gap: multi-stakeholder procurement, complex reimbursement pathways, long sales cycles, and buying committees that speak different languages.
The Commercialization Gap
Regulatory clearance is not the same as market readiness.
You’ve proven your science works, but selling into hospitals and regulated space requires navigating challenges R&D teams were never built for.
Why Clinical Proof Doesn’t Equal Commercial Traction
We build systematic commercialization infrastructure for life sciences, medtech, diagnostics, and healthcare technology companies selling into regulated markets.
Not strategy decks.
Not consultant advice.
Infrastructure your team can execute.
-
Target Account Systems: ICP frameworks that identify which hospitals are positioned to buy, plus qualification criteria that prevent wasted cycles.
-
Stakeholder Engagement Playbooks: Navigate large buying committees using stakeholder-specific value propositions and coalition-building frameworks.
-
Economic Positioning: Translate clinical outcomes into CFO language with hospital-specific ROI models and budget-justified cases that withstand finance scrutiny.
-
Evidence Architecture: Structure clinical, operational, financial, technical, and risk data into an evidence package that answers every stakeholder’s questions.
-
Sales Execution Protocols: Repeatable methodologies and tools that enable teams to forecast, convert pilots, and scale independent of founders.
The result: shorter sales cycles, higher conversion rates, and the commercial traction investors expect.
Who We Serve
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, IDNs, or regulated healthcare buyers
-
Facing 6–24+ month sales cycles with unpredictable conversion
-
Seeing strong clinical outcomes that don’t translate to contract signatures
-
Blocked by multi-stakeholder complexity (finance, IT, procurement, clinicians)
-
Founder-dependent in sales motions
-
Running pilots that deliver outcomes but fail to convert
-
Needing commercial traction to unlock the next funding round
Our Commercialization System
A three-lever GTM system designed for regulated healthcare markets:
.png)
1. Story & Stakeholders
We wholeheartedly believe commercial success starts with a clear, honest look at who truly fits your ideal profile and why. This reveals where your message resonates and where it stalls. It aligns effort with real buying intent and keeps resources focused on what can convert.
From there, we look past your clinical champion and into the full buying committee, understanding what the organization values, what each stakeholder needs, and how influence flows inside the system. We align your narrative across clinical, financial, operational, and technical audiences, map their roles, identify budget owners, and create engagement sequences that build momentum with purpose and clarity.
.png)
2. Proof & Value
We ensure every conversation, evaluation, and pilot is engineered to move a deal forward rather than drift into the status quo. That begins with building evidence packages that answer clinical, economic, operational, and technical objections, and giving your champion the resources they need to mobilize support across the organization. We time those resources strategically, open pathways to other stakeholders, and shape evaluations so committees have what they need to recommend approval.
We refine how you approach each opportunity with the close in mind, designing pilots with economic conversion built into their outcomes, developing ROI, breakeven, and cost-modeling tools that withstand finance scrutiny, and preparing materials tailored for VAC and value analysis review. Throughout the cycle, we help you engage each stakeholder with intention, understand where decisions stall, and apply the evidence required to create forward momentum.
.png)
3. Pipeline & Scale
We codify what works into playbooks, dashboards, and proof libraries that turn individual wins into repeatable systems. This becomes the foundation for larger outreach, consistent execution, and the ability to grow beyond founder-led sales. We build the assets your team needs to qualify opportunities, run evaluations, present value, and manage momentum in a consistent, scalable way.
As your team grows, these tools support onboarding, training, and expansion, ensuring every new rep understands how to advance deals with confidence. With a stronger infrastructure in place, you can pursue more opportunities, support broader market penetration, and progress toward the level of commercial maturity required for GPO engagement and long-term scale.
Why Life Sciences Companies Choose Pathova
Built for regulated markets
We specialize in healthcare procurement: VAC committees, reimbursement constraints, multi-stakeholder buying, compliance requirements, and the mechanics of converting pilots to paid contracts.
Infrastructure, not advice
We deliver ICP blueprints, stakeholder maps, ROI models, sales playbooks, evidence kits. Tools your team uses immediately.
Faster and more cost effective than hiring
Build full commercialization infrastructure in months, not the 12–18 months needed to ramp a VP of Market Access, with a lower cost and far lower failure risk.
De-risks scale
Investors back companies with repeatable commercial systems.
We help you prove that traction isn’t luck — it’s operationalized.