Commercial Strategy for Early Stage Startups with Health2047
Overview
For startups in healthcare, commercial strategy at the early stage requires thoughtfully managing many moving parts. To succeed, teams must traverse gaining traction with potential buyers with navigating complex procurement processes.
Join HTN and Health2047 for a crash course in commercial strategy for early stage startups. Warren Templeton, Managing Director at Health2047, will be driving the discussion based on his experience partnering with founders to shape product and commercial strategies.
Priority of this session is to get to depth so while there will be limited time at the end for Q&A, we kindly ask folks to submit questions in advance to help guide focus areas.
What we’ll cover:
Founder-Led Sales vs. Product-Led Growth
Contrast founder-led sales (credibility, relationship-building, closing the first $500K–$1M) with product-led growth (self-service adoption, faster feedback loops, scalability).
Discuss when each approach works best and how startups often blend the two.
Choosing Your Customer & Mapping the Buying Process
Using a commercial strategies framework to tailor go-to-market.
Break down the buyer journey: decision-makers, gatekeepers, and end users.
Explore how to align product proof points for multiple stakeholders: executives, IT, end users, etc.
Navigate the “chicken-and-egg” challenge of using de-identified health system data as an emerging path into buying.
About Health2047: Health 2047 is a venture studio founded by the American Medical Association, investing in and building with early-stage healthcare founders
About Warren Templeton: Warren is a Managing Director at Health2047, an AMA-founded venture studio, where he invests in and partners with founders to shape products and commercial strategies. As acting Chief Commercial Officer of Health2047 portfolio company Zing Health, he guided the startup through its first AEP, applying design thinking to the business model and helping secure private equity investment post-launch. He previously co-founded the marketing platform Zigna, worked on growth strategy at Fitbit, and earlier built trading technology at global banks. He holds degrees from the University of St. Andrews and UVA’s Darden School of Business.
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