Healthcare doesn't have an innovation problem. IT HAS AN ADOPTION PROBLEM.

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That's why we've built the only category design firm focused exclusively on healthcare.

We help  visionary leaders

in the life sciences industry design adoption, rewire markets for belief, and build the categories that change care—and create outsized value.

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Most CEOs wrongly assume adoption is automatic

They follow the legacy playbook—TAM slides, product superiority, sales firepower—and assume adoption will follow.

But it doesn't. The cost is staggering: lost revenue, lost valuation, lost legacy. It's not just a missed launch—it's a missed future.

The good news: you don't have to suffer the same fate.

Our antidote.

  • We don't go-to-market. We rewire the market.
  • We don't chase TAM. We create categories.
  • We don't sell harder. We build belief that makes every other option obsolete.

Our superpower: We create new categories that set the standard of care. By engineering belief, we don't just help you launch your product—we will help you redefine how healthcare is delivered and how your company is valued.

How We Help
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Grey Matter is the Exclusive
Healthcare Category Design Team Built to Make Adoption Inevitable

We're not advisors on the sidelines. We're the team behind $4.5B+ in enterprise value across 19 therapeutic areas—from billion-dollar acquisitions to launches that redefined standards of care.

Our superpower is combining decades of healthcare strategy, commercial execution, and category creation into one team that knows how to take novel products into markets that aren't ready—yet.

Smart boards and investors don't just bet on products. They bet on teams. And this is the team that rewires markets, accelerates adoption, and makes your product the only choice.

If you're ready to own your category, these are
the people you want in the trenches with you.

Holley Miller

Holley Miller

Founder & President

Janelle Yorker

Janelle Yorker

Managing Director

Sanmitra Deo Iwanski

Sanmitra Deo Iwanski

VP, Market Conditioning Strategy

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At Grey Matter Values aren't just words on a wall.

They're the compass that guides every decision, every strategy, every breakthrough. They're why we exist, how we operate, and what makes us the partner CEOs and boards trust to rewire markets and build categories that last.

Outcomes Matter Most

If it doesn't move belief, behavior, and business results, we don't do it.

Different, Always

"Better" competes. "Different" dominates.

Beyond Expected

We challenge assumptions—because breakthroughs don't come from safe thinking.

Intellectual Capitalists

Curiosity, rigor, and energy are the price of admission.

One Crew, One Course

We succeed together—with each other and with our partners.

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When CEOs and investors talk about Grey Matter, they don't just reference outcomes. They reference inflection points. The shift from gambling on hope to designing adoption. They'll tell you:

Grey Matter isn't just different.
It's the only firm uniquely built to turn launches into legacy.

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Grey Matter stands out in my mind with their [life sciences] experience. These are very unique domains, where you are marketing to extremely well-informed and clinically-oriented buyers. As a result, you must see things through the lens of your clinical users and buyers, to shape the narrative in ways that are meaningful to them. Grey Matter excelled at providing this perspective to our company.

— Ohad Arazi, CEO of Zebra Medical Vision
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Grey Matter is very disciplined and systematic with great talent. They clearly understand the goals, and how to achieve the goals. I was personally very impressed that they made sure that their best talent supported the effort rather than changing the team once the commitments were made to move forward.

— Steve Worrell, CEO of Riverain Technologies
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Grey Matter is a one-of-a-kind agency we've had the pleasure to work with for several years. The GMM team grew up in the med device industry on the client side, so they have a rare blend of first-hand therapeutic and technology knowledge and deep functional expertise to create the architecture to help us enter the market in a position of great strength.

— Todd Pope, Partner at Revival Healthcare Capital
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I have never worked with a firm like Grey Matter before and I have worked with NUMEROUS consultants and agencies. They became an extension of our company and brought forth a ton of expertise (not only knowledge, but real expertise). They've brought great value to us. For that, I will always be grateful.

— Robert Cartagena, COO of DenMat
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It is obvious that Grey Matter chose their name to describe how they go about their business. I have worked with more firms and consultants over the years than I care to remember. It's a pleasant surprise when a company is comprised of bright people who truly care about what they do.

— Anthony DiTonno, Chairman of the Board, Avantis Medical System
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At a fairly early stage, a company needs to transition from an intuitive understanding of their value proposition to a compelling category definition. Not only does this provide internal alignment and clarity that will transform the company mission and culture, but it will multiply the value of the company by framing it in the most impactful way.

— Richard Treadwell, CEO of Empirical Spine
What We Unlock