Charting a Course for Success

The healthcare industry is transforming at an unprecedented pace, placing intense pressure on technology companies to adapt and deliver measurable value. Get-to-Market Health (GTMH) was created to help meet this challenge. We partner with healthcare technology leaders to accelerate growth, strengthen go-to-market execution, and build lasting customer relationships. Whether navigating post-investment expansion or launching new solutions, GTMH helps companies market, sell, and scale in ways that drive sustainable success.

“Driving Growth in Healthcare Technology”

WHAT WE DO

About Get-to-Market Health

Get-to-Market Health is a consultancy built exclusively for healthcare technology companies, focused on one mission: helping you accelerate sales and grow revenue. Our team simplifies the complexity of healthcare’s buying environment so you can overcome barriers, win customers, and scale your business.

We’ve worked with companies across every stage—startup, VC-backed, PE-owned, and public—building successful teams and commercial strategies that deliver results. Our experience spans the full spectrum of healthcare technology, from AI-driven solutions and clinical innovation to enterprise imaging, remote patient monitoring, and revenue cycle management.

Backed by deep expertise and extensive industry networks, we bring the knowledge and connections to help healthcare technology companies turn innovation into growth.

MEET THE PRINCIPALS

HOW WE HELP

Targeted Solutions

Get-to-Market Health delivers practical strategies and proven tactics that drive growth in the highly specialized healthcare technology market. With deep expertise in the U.S. healthcare ecosystem and experience in more than 20 international markets, we understand how health systems and health plans operate, purchase, and deploy technology.

We specialize in short to mid-term engagements designed to solve acute challenges and capture immediate opportunities. Through targeted insights, coaching, and actionable recommendations, we enable our clients to achieve measurable results quickly and sustainably.

CONTACT US

Our Targeted Offerings

GTMH delivers customized assessments and actionable recommendations that help healthcare technology companies accelerate growth and strengthen market impact.

Commercial Health Check

• Fixed-price, seven-point diagnostic of commercial performance
• Six weeks or less, start to finish
• Includes written assessments and prioritized recommendations

LEARN MORE >

Improved Selling Motion

• Comprehensive sales talent assessment and development
• Refined strategy, tactics, and incentive design
• Integration of sales teams and processes for greater efficiency

Marketing Excellence for Sales

• Lead generation, opportunity creation, and conversion strategies
• Sales operations and rhythm-of-business optimization
• Targeting strategies and persona-driven messaging

Product Market Strategy

• Pricing, positioning, and competitive analysis
• ROI-based messaging to drive adoption
• Partner model development and route to market strategy

Market Entry

• Launch strategies, early-adopter programs, and growth playbooks
• Focus group testing to validate positioning
• Maximized impact of new product introductions

OUR CLIENTS

Working with Get-to-Market Health

Get-to-Market Health partners with healthcare technology companies and investors seeking to expand and strengthen their health tech portfolios. Our clients range from early-stage innovators to established technology providers and investment firms.

Representative Projects:

Growth & Market Strategy

  • Product–market fit assessments for AI-driven solutions
  • Market entry strategies and channel approaches (U.S. and international)
  • Go-to-market activation programs
  • Partner channel strategy and execution

Sales Organization Excellence

  • Sales organization redesigns to accelerate growth
  • Sales team integration following acquisitions
  • Commercial metric design to track and drive progress

Talent & Leadership

  • Coaching and support for Chief Commercial Officers
  • Hiring profiles and compensation frameworks

Marketing & Customer Engagement

  • Ideal customer profile development and top-account targeting
  • Buyer persona development to guide sales and marketing
  • Account-based marketing and experience (ABM/ABX) programs

 

AI clinical performance management company, CEO

“We hired GTMH because we trust their expertise in honing our call points and selling motion. Our AI-driven Mission Control Center offers game-changing improvements in efficiency and quality for health systems, so we brought in GTMH to help ensure our commercial launch was successful.”

Leading digital health and connected care solutions company, CEO

“In addition to strong organic growth, we have added to our product line through acquisitions. We engaged Get-to-Market Health to help us thoughtfully integrate our sales teams.”

Clinical Communications Supplier, CEO

“We have an exciting new product rolling out that is going to take us into the healthcare enterprise software arena. Get-to-Market Health’s insights have been invaluable as we position, price and rollout our new offering.”

Leading healthcare data transformation company, Chief Product & Technology Officer

“Our business has benefitted from rapid growth and our ability to utilize AI technologies to extract data from documents. We wanted to seize on the opportunity to diversify our revenue base and expand into an adjacent application market. We brought in Get-to-Market Health to leverage their deep expertise in selling solutions of all types into healthcare.”

All-in-one Medical Office Platform Provider, Chief Revenue Officer

“We have an innovative Medical Office Software and Services Platform that is growing in popularity with large physician enterprises. We brought in Get-to-Market Health to refine our Enterprise strategy to broaden our business opportunities.”

Innovative Medical Device Company, Chief Strategy Officer

“We offer an AI-enabled Imaging System and first engaged Get-to-Market Health to establish our US commercial framework. Based on a very successful US launch, we are now leveraging their international experience to lay the foundation for our global business.”

COMPREHENSIVE AUDIO & VIDEO PLATFORM POWERING VIRTUAL CARE, CHIEF MARKETING OFFICER

“Get-to-Market Health was instrumental in helping us sharpen our Ideal Customer Profile and zero in on our top 100 priority accounts. Their approach brought clarity and focus to our go-to-market strategy.”

PIONEERING AI-POWERED HEATLHCARE TECHNOLOGY COMPANY, CHIEF EXECUTIVE OFFICER

“We’ve worked with GTMH on several initiatives to sharpen our go-to-market strategy, competitive edge, and partner channel growth.”

Founder

STEVE SHIHADEH

Steve has spent his entire professional career in healthcare technology leading local and global sales organizations at Microsoft, Siemens Medical, Caradigm and Shared Medical Systems (SMS).

Steve is a passionate leader and advocate for building Commercial DNA™ within an organization as a method to improve strategy, talent and performance. Steve formalized this approach at Microsoft. As General Manager of the US Health and Life Sciences division, he transformed Microsoft’s lowest-ranked subsidiary into the company’s top performer in under three years.

Steve holds a Bachelor of Science degree in Business Management from Shippensburg University. Steve serves as a member of the Board of Trustees for Penn Presbyterian Medical Center and was previously Chairman and Board member of the United Way of Chester County. Steve and his wife Aimee are the proud parents of two daughters and grandparents to five grandchildren in whom they have instilled a love of the beach, boating and the Philadelphia Eagles.

Partner

MP BROCK ZIMMERMAN

With a track record of success in enterprise sales, business alliances, sales operations, and business development, Mary Prosser (“MP”) Brock Zimmerman also built her career in healthcare technology.

MP brings commercial experience from Caradigm, Microsoft, GE Healthcare, Siemens Medical, and SMS. Her strength lies in facilitating team collaboration amongst diverse thoughts and opinions to cultivate and operationalize the best ideas to achieve business goals. MP was instrumental in the Caradigm company operational stand-up and led Microsoft’s sales integration efforts during the Sentillion acquisition.

MP holds a Bachelor of Business Administration from Mississippi State University. She and her husband, Jon, live outside Atlanta while MP continues to enjoy her long-standing board service – with Special Love for Children with Cancer in metro D.C.

Our Network

Get To Know Our Network

One of the unique advantages of working with GTMH is access to our network of senior healthcare leaders and recognized experts across healthcare IT and commercial operations.

Whether providing insights, testing new offerings, or engaging directly in client projects, we are one call away from trusted connections at health systems, technology companies, and specialized resource organizations. We stand behind the expertise of our network and ensure accountability through a transparent client engagement process.

Areas of Expertise Available to GTMH Clients:

Commercial Growth & Sales

  • Lead generation strategies
  • Recruiting support
  • Sales force and CRM optimization
  • LinkedIn campaign design and execution

Clinical & Technical Expertise

  • Clinical, business, and IT experts for real world insights
  • EMR data analytics and management services
  • International clinical and commercial subject matter expertise

Marketing, Branding & Regulatory Support

  • Marketing, branding, and graphic design
  • Health technology legal and regulatory affairs
  • Medical device and regulatory expertise

 

Read our FAQs

OUR Blog

Chiefly Commercial

Narrow Your Focus: Amplify Your Impact

Narrow Your Focus: Amplify Your Impact

Recently we have observed the healthcare technology market and evolving companies feeling pressure to be all things to all people by offering broad solutions and application suites. This product approach is tempting in today’s healthcare technology field as health...

read more
read all our blogs now

MORE INFORMATION

Frequently Asked Questions

Why was Get-to-Market Health founded?

The pace of transformation in healthcare puts intense pressure on technology vendors to adapt and deliver measurable value. Get-to-Market Health was created to help address this challenge. Whether accelerating growth after an investment round or bringing new solutions to market, precision is required for long-term success. The GTMH team has dedicated our careers to helping healthcare technology companies market, sell, and build lasting business relationships.

What are Get-to-Market Health’s core areas of expertise?

Our team has decades of experience building successful commercial relationships with healthcare providers and suppliers. We focus exclusively on commercializing healthcare technology and delivering proven strategies and tactics that drive growth in this highly specialized market.

What services does Get-to-Market Health offer?

Get-to-Market Health’s mission is to help companies develop of the Commercial DNA™ needed for sustained growth. We operationalize strategy and enable companies to move quickly, maximize opportunities, and outpace competitors. Our services include:

 

  • Value proposition clarity
  • Key market and segment targeting
  • Selling motion improvement
  • Sales talent assessment and development
  • Product market fit as it relates to sales
  • ROI-based messaging
  • Partner channel expansion
  • Competitive positioning
  • Commercial organizational design
  • Inside sales consultation
  • Rhythm of the business design
  • Product launch and rollout support
  • Pricing and packaging strategies
  • Commercial metrics
  • Sales compensation optimization
  • Sales process refinement
  • Sales teams integration post-acquisition
  • International market expansion
  • Differentiation and positioning strategies
How can Get-to-Market Health help get my company’s solution in front of the C-Suite?

Securing C-Suite buy-in requires precise targeting and messaging. Get-to-Market Health leverages our knowledge and experience with healthcare executives to equip clients with the actions, messaging, and strategies needed to reach the right leaders effectively and persuasively.

What do you mean by Commercial DNA™?

Commercial DNA™ is the “genetic code” that defines a company’s competitive edge, and long-term sustainability. It includes brand, product-market fit, business model, culture and operating strategy. We help clients build and strengthen this foundation to accelerate growth and market success.

Where did the Get-to-Market Health team get their commercial experience?

Get-to-Market Health executives have held commercial leadership positions at Microsoft Health, GE Healthcare, Siemens Medical, Caradigm, SMS, and Healthcare Data Exchange and have advised dozens of health tech clients across the industry. We’ve built, scaled, and optimized commercial organizations ranging from startups to public enterprises, giving us a deep understanding of what it takes to maximize sales investments and deliver sustainable growth.

Does Get-to-Market Health provide interim Chief Revenue Officer services?

We don’t position ourselves as interim executives, but clients often leverage our advisory services to establish the right structure, processes, and coaching for commercial leadership while building long-term capacity.

How do investors work with Get-to-Market Health?

We engage with investors in two ways:

  1. Due diligence support – evaluating pipeline strength, brand positioning, selling motion, talent, and market reception.
  2. Commercial activation – improving go-to-market execution and growth for portfolio companies. Our work enables investors to maximize returns and accelerate portfolio performance.
Why would a healthcare technology CEO or commercial leader work with Get-to-Market Health?

Even with strong strategic vision, companies often need outside expertise to:

  • Add healthcare-specific sales and marketing experience
  • Provide an external perspective when internal teams lose momentum
  • Move faster than hiring cycles allow
  • Align sales and marketing functions
  • Relieve over-extended teams
  • Support product pivots or new market launches
  • Prepare for fundraising or M&A
How does Get-to-Market Health support sales force integration during acquisitions?

GTMH brings experience guiding companies of all sizes through sales team integrations. This includes talent assessments, best-practice sharing, and building structures that combine skills and capabilities into a cohesive, high-performing organization.

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