Without Category
Design
You pour millions into GTM that doesn't compound.
Adoption stalls. Margins erode. Valuation flatlines.
You fight for scraps in someone else's market.
Stop Betting on Adoption. START DESIGNING IT.
Most launches fail for one reason:
The market was never
conditioned to care.
Bringing a new healthcare product to market is a high stakes bet: $94M for a pre-market approval device and $1.6B for a new drug. And the journey often takes a decade.
You're not just launching a product. You're placing the biggest bet of your company's life. And the odds? Brutal.
66%
of product launches fail to meet first-year projections—and never recover.(McKinsey)
53%
of product launches lack clinical differentiation(McKinsey)
42%
of startups failed because their solution didn't drive belief(CB Insights)
The problem isn't your product.
It's the market's indifference.
Most CEOs bet on the wrong formula
Build a great product. Hire a sales team. Assume the market is ready—because you are.
That's the Product Adoption Lie—the belief that adoption is automatic. It's not. Adoption is designed.
Winners build belief and rewire the market before launch, creating outsized value. Losers bet on automatic adoption—and watch valuation vanish.
Buyers don't change behavior just because something better exists.
Healthcare Category Design What The World's Most Valuable Companies Do Differently.
The difference between companies that stall and those that change the world isn't capital, talent, or technology. It's whether they create belief in the market.
Belief fuels adoption because it:
- Spreads faster than features
- Compounds faster than revenue
- Rewires the market to create demand
- Turns skeptics into superfans
- Makes your product the only rational choice
Healthcare category design is your belief engine.
The real game in business isn't go-to-market.
It's make-the-market-come-to-you.
Without Category
With Category
Design
Every dollar of GTM compounds belief and demand.
Adoption accelerates. Pricing power holds. Valuation multiplies.
You own the category—and become the only choice.
Real companies. Real belief shifts. Real dominance.
Adoption can be designed But most companies miss their window.
The 12-18 months before launch aren't just operational runway.
This is your one chance to reshape what the market will believe is a "must have"—not another "nice-to-have."
You can't promote your product before regulatory approval. But you can promote the problem it solves. The market must see the gap, feel the pain, and believe in the need for a change—so they're ready to act the day you're ready to sell.
That's how you avoid launching into indifference. It's your launch insurance against missed projections, pricing pressure, and commercial failure.
Healthcare Category Design Derisks Your Launch By Rewiring the Market
This accelerates adoption, compounds pricing power, and forces competitors to follow. That's how you multiply revenue, market share, and valuation. Because when you own the category, you don't just win. You dominate.
Category leaders capture 76% of the market value, grow 4x faster, and are valued 6x higher. (HBR)
You've invested years and millions to get here.
The only question is: Will you hope the market is ready—or rewire it to believe?
The next 12 - 18 months will determine everything. Will you be the next big thing—or the next big write-off.