A 14-week go-to-market and pricing engagement to turn FDA complexity and unfamiliar procurement into a clear, evidence-based path to your first healthcare revenue.
You've built a product that mid-market operations teams already love. Now you're looking at healthcare — a market three times the size of your current one, and one that punishes assumptions carried over from anywhere else.
We're Tertia Partners. We help B2B software companies enter regulated, high-stakes markets without burning a year of runway learning the rules the hard way. Over the last six years we've run thirty-one go-to-market engagements; eleven of them landed in healthcare, life sciences, or adjacent regulated categories.
We reached out after reading your Series B materials and your recent posts about healthcare demand. The signals are real — but the path from “inbound interest” to “signed health-system contract” runs straight through FDA classification questions and procurement processes that look nothing like the deals closing in your pipeline today. That gap is exactly the work we do.
A specific, costed plan to validate your healthcare positioning, design a compliant pricing model, and equip your team to sell into procurement — delivered in 14 weeks, anchored to evidence at every step. Read it as a starting point. We'll happily shape it with you.
Healthcare isn't a new segment for your existing motion — it's a different game with a different rulebook. Two realities define the challenge in front of you.
Depending on how your features are framed, parts of your product may touch Software-as-a-Medical-Device territory. Until that classification question is answered, every claim, every contract, and every roadmap commitment carries hidden risk — and your sales team can't speak with confidence.
Health systems buy through committees, security reviews, and GPO contracts — not the single economic buyer who closes your deals today. Your current pricing and pitch were built for that buyer, not this one. The mismatch shows up as stalled deals, not lost ones.
None of this is a reason to wait. It's a reason to sequence the work deliberately — answer the regulatory question first, design pricing around how this market actually buys, then arm your team. That sequence is the spine of everything that follows.
Everything runs on the Tertia Entry Framework™ — our proprietary method for entering regulated markets. Four lenses, applied in order, each gating the next.
We chart the regulatory and procurement constraints first, because they shape every downstream choice. No positioning work begins until the rules of the field are clear and documented.
Twelve to fifteen buyer-side interviews — clinical, IT security, and procurement voices — feed a quantified demand and willingness-to-pay model. We bring data, not opinions, to every recommendation.
Pricing is modeled against actual procurement pathways — GPO, direct, and pilot-to-scale — so the number you set survives contact with a hospital purchasing committee.
We hand off playbooks your team runs without us — not a deck that lives in a drive. Enablement and a 90-day execution plan are part of the deliverable, not an afterthought.
One team, no handoffs. The two partners who scope this engagement run it end to end. You'll never be passed to a junior bench — the people in the room for the kickoff are the people presenting the final model.
Four workstreams, each ending in an artifact your team can act on the day we deliver it.
A classification assessment with outside counsel input, plus an approved-claims register your marketing and sales can use without legal exposure.
Validated personas, a quantified demand map, and a willingness-to-pay model built from 12–15 primary interviews across the buying committee.
A procurement-tested pricing architecture with tiered packaging, GPO-ready terms, and a pilot-to-scale conversion structure.
A field-ready sales playbook, objection library, and a 90-day execution plan — delivered live in two enablement sessions with your team.
Four phases, sequenced so the riskiest unknown — regulatory — is resolved before a dollar of pricing work begins.
Regulatory classification, procurement-pathway mapping, and stakeholder alignment across your team.
12–15 buyer interviews, demand quantification, and persona validation feeding the willingness-to-pay model.
Packaging architecture, pricing scenarios stress-tested against procurement, and GPO-ready term structures.
Playbook build, two live enablement sessions, 90-day execution plan, and final leadership readout.
Phase gates. Each phase closes with a go/no-go checkpoint. If the regulatory picture changes our path, we re-scope with you before proceeding — no surprises, no sunk cost.
A fixed fee for the full 14-week program — no hourly meters, no scope surprises.
Optional — Quarterly advisory retainer. After launch, keep us on call for execution guidance, pricing iteration, and procurement support at $9,500/month. Cancel anytime, three-month minimum.
You don't need a generalist with a healthcare slide. You need a team that has navigated this exact procurement maze before — and can prove it.
We resolved their SaMD classification, repriced for GPO procurement, and they closed two health-system pilots within five months of our handoff.
Our willingness-to-pay model raised their enterprise ACV 38% by repackaging around how hospital committees actually budget.
Tertia didn't hand us a strategy and leave. They handed us a model our reps still run every week, and a pricing structure procurement actually signed.
— VP Strategy, B2B health-tech (Series C)
Terms in brief. Fixed-fee engagement; deposit reserves your start date. Either party may pause with two weeks' notice, settling work completed to date. All deliverables, data, and IP transfer to Halden on final payment. Full terms accompany the signed agreement.
Signing below kicks off the 14-week program: regulatory clarity first, an evidence-backed pricing model second, and a team ready to sell into procurement by week 14.
To begin: a deposit of $42,000 (20%) reserves your start date and opens Phase 1. The remaining balance follows the milestone schedule on page 07.
Questions before you sign? Reach the partner team directly at hello@tertiapartners.com — we'd rather talk it through than have you wonder. We're ready when you are.