How to prepare for a HealthTech go-to-market audit

What is a HealthTech go-to-market audit?

A HealthTech go-to-market audit is a structured teardown of your positioning, channels and funnel against the buyers you actually sell to. Done well, it tells you which three fixes move pipeline this quarter and which activities you can stop.

It is not a generic marketing review. HealthTech sales involve clinical buyers, commercial buyers, compliance constraints and long cycles. An audit that ignores those realities wastes the hour.

Teknon Labs runs this as a live service called the HealthTech Growth Diagnostic: a 90-minute session with prep beforehand and a written plan afterward. The price is $1,200, and $600 is credited toward the first subscription month if you start within 30 days. Dr. Dereck Mush has advised 40+ HealthTech founders on go to market and fundraising narrative. You can also book a free 30-minute call first if you want to pressure-test fit.

Who should run one (and who should wait)

You are ready if you have a live product or pilot, at least a few real buyer conversations, and someone on the call who can change messaging or channel spend without a three-week chain of approvals.

Wait if you have never spoken to a customer or clinician about the problem, or if you only want a light read of your homepage. In that case a shorter brief may be enough before a full audit.

Typical buyers of this work: seed to Series B founders, heads of growth, and fractional CMOs inside digital health, MedTech and broader HealthTech companies who feel busy but cannot point to a clean pipeline story.

What should you gather before the audit?

Collect the assets below before the session. Incomplete packs force the auditor to guess, and guessing produces soft advice.

Product and buyer pack

1. One-sentence product statement you currently use with prospects. Paste the real line, even if you dislike it.
2. Primary buyer roles. Name the titles that sign, champion and block. Example (hypothetical): VP Clinical Operations champions; CIO blocks on integration; CFO signs after a pilot review.
3. Two nearest alternatives. Not "do nothing." Name the category or vendors prospects compare you to in calls.
4. Pricing and packaging. List, PDF or screenshot. Include pilot terms if those differ from list price.
5. Regulatory posture in one paragraph. Cleared, exempt, under review, or research-use. No need for a full dossier. Auditors need enough to know what you cannot claim.

Evidence pack

6. Website URL and current deck. The versions prospects actually see.
7. Three recent sales call notes or CRM summaries. Redact names if needed. Patterns matter more than polish.
8. Pipeline snapshot. Stages, counts, and where deals stall. A simple sheet beats a perfect dashboard.
9. Channel list with spend or time. LinkedIn, conferences, outbound, SEO, partners, paid. Rough numbers are fine.
10. One win and one loss from the last 90 days. For each: who was in the room, what they cared about, why it closed or died.

Optional but useful

• Customer quote you are allowed to use (even internal)
• Competitive battlecard, if you have one
• Hiring plan for the next GTM seat

If any item does not exist, say so. "We have no loss notes" is useful data. Fabricating a tidy story for the auditor is not.

What does a strong HealthTech GTM audit reveal?

A useful audit answers five questions in plain language.

1. Does your story match how buyers buy?

Many HealthTech sites lead with features or AI claims while buyers ask about workflow fit, evidence, integration risk and who else has gone live. The audit should show the gap between your homepage narrative and the questions that show up in late-stage calls.

Hypothetical example: a remote monitoring company opens with "AI-powered insights for better outcomes." On calls, buyers ask who monitors alerts at 2 a.m., how the product sits next to the EHR, and what happens when alert volume spikes. The fix is not better adjectives. It is a story that starts at the operational problem.

2. Which channels create real pipeline?

Busy calendars hide weak channels. A good audit separates vanity activity from opportunities that reach a champion or a signed pilot. You should leave knowing which one or two channels deserve focus this quarter.

3. Where does the funnel break?

Map first touch to signed contract or paid pilot. Common break points in HealthTech: no clinical champion path, no security or procurement packet, no pilot success criteria, sales decks that restart the education process every time.

4. What can you stop doing?

Stopping is half the value. If three webinars, two podcasts and a broad paid campaign produce no qualified conversations, the audit should say so without soft language.

5. What are the top three levers, ranked?

You need a short ranked list by effort and impact, not a 40-item roadmap. Three levers you can act on in 30 days beat a strategy binder.

How do you run the session so the hour is useful?

Treat the audit like a working review, not a pitch meeting.

• Bring the decision maker. Founder, head of growth, or whoever owns message and channel choices.
• Share the pack 48 hours early when the process asks for intake. Late dumps waste live time.
• Record with permission so product and sales can watch later.
• Ask for disagreement. If the auditor is too polite, you paid for comfort, not clarity.
• End with owners and dates. Each of the three levers needs a name and a next step within seven days.

Teknon's Diagnostic format (intake, 2 to 3 days of prep on your materials, 90 minutes live, written summary within 48 hours) is one way to structure this. Other firms use different lengths. The shape that matters is prep, live teardown, and a written ranked plan.

What does a useful session feel like from the founder side?

One founder who sat a Diagnostic put it this way:

Ninety minutes with Dereck reorganised how we thought about our own funnel. We cut two channels the same week.

Founder, remote patient monitoring startup

Aim for that shape: fewer channels, clearer priority, action the same week.

What should you do in the seven days after?

1. Rewrite the homepage hero and the first three deck slides around the buyer problem the audit named.
2. Kill or pause the lowest-yield channel on the list.
3. Fix the single biggest funnel break (often a missing pilot brief, security one-pager, or champion enablement note).
4. Put the new positioning line into outbound and LinkedIn so the market hears one story.
5. Book a follow-up in 30 days to check whether pipeline stage conversion moved.

If you want help turning the plan into ongoing execution, Teknon's broader services cover strategy, content, demand and systems under one HealthTech-focused team. If you only need a sounding board before buying anything, use the free 30-minute call.

Checklist: audit prep in one page

Copy this into a doc and tick it off:

• [ ] Product one-liner (current, not aspirational)
• [ ] Buyer roles: champion / blocker / signer
• [ ] Two alternatives prospects name
• [ ] Pricing + pilot terms
• [ ] Regulatory posture paragraph
• [ ] Website + deck
• [ ] Three call notes
• [ ] Pipeline snapshot
• [ ] Channel list with rough spend or time
• [ ] One win + one loss (last 90 days)
• [ ] Decision maker on the calendar
• [ ] Recording consented

Bottom line

Prep decides whether an audit is theater or a working tool. Gather the buyer truth you already have, insist on three ranked levers, and change something the same week. If you want that teardown run as a service, start with the HealthTech Growth Diagnostic or a free 30-minute call. For the wider menu of HealthTech growth work, see services.

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