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Moving from 'start-up' to 'scale-up'

STARTING POINT is a fast growing health innovator, providing technology that combines AI with the smartphone camera to transform it into a medical grade device.

In 2021 the UK sales team had expanded rapidly, and now needed to establish a robust, replicable sales process and tools to support the move from ‘start-up’ to ‘scale-up’ in the UK NHS market.


At the start of 2022, most of the pipeline opportunities were driven by single-point key relationships, with the complexity of implementation and benefits realization often left until after contracting - which resulted in delays to deployment and revenues, and challenges at the point of renewal or re-contracting.


Existing contracts had been supported by central NHS innovation funding, or framed as pilot projects, and although the products had robust evidence of efficacy and economic evaluations, it was proving difficult to unlock long-term orders and funding.


Working with the senior leadership team, we defined and implemented a robust, replicable sales process, aligned to the customer buying journey, with opportunity qualification methodology, stage gateways and weekly tracking.


​Embedded CRM culture with SOPs, simplification, training and behavior change to provide accurate reporting on KPIs, up-to-date pipeline and transparent relationship management. ‘If it’s not in Salesforce, it didn’t happen’


Collaborated with Business Unit leads to develop three new go-to-market strategies for at-home ACR testing, digital UTI diagnosis, and digital wound management.


Introduced new user-based (SaaS) pricing model and renegotiated frameworks to simplify procurement for digital wound management. Supported team to close the first organically funded, multi-year contracts with NHS partners for this transformative point-of-care technology.


Restructured commercial team from a regional to a product-specialist model, with aligned team targets and framework for learning and career progression. Identified and developed emerging leadership talent and succession plans.


Grew pipeline from £4.9m to £19m over 12 months, co-producing business cases and negotiating proposals for multi-year renewal contracts with sustainable funding, and a clear path to meet or exceed Q1 and H1 budget

Despite bold Government commitments, digitisation in the NHS is slow, and transformation benefits are often missed. Healthcare hard to navigate, a complex market to grow in. The real job is not selling at all, it's helping customers to buy.

A focussed, motivated and well organised commercial team need the right tools to do the job, and can deliver results in a short space of time once that environment it set.

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