Why do most healthcare product launches fail?

Most healthcare launches fail because the market is not conditioned to adopt the product. The science may be strong, but without belief and demand engineered ahead of launch, adoption stalls.

What is healthcare category design?

Healthcare category design is the process of rewiring how a market thinks, decides, and buys—so a product becomes the inevitable choice before launch.

What does Grey Matter Marketing do?

Grey Matter Marketing helps healthcare CEOs, founders, and investors engineer adoption by designing new market categories and building belief before product launch.

Healthcare Category Design | Rewire Belief. Win the Market.

2 out of 3 product launches fail.

Be the

ONE

that wins.

In healthcare, the best product doesn't win. The product that rewires how the market thinks does.

We partner with visionary CEOs and investors to design your winning category—so adoption accelerates, pricing power compounds, and competition becomes irrelevant.

Rewire Belief. Win the Market.

Why Great Products Fail? The Product Adoption Lie

Two out of three launches in healthcare fail. Not because of the technology. Not because of the clinical data. Not because of the TAM. They fail because of the Product Adoption Lie—the false belief that a better product automatically wins. It doesn't. Every failed launch shares the same pattern: the company changed the science, but not the market's mind.

Adoption isn't automatic. It's designed.

The market is wired to protect the status quo. It defaults to what's familiar even if something better exists

That's why...

Decision-makers dismiss your
breakthrough as "too risky"

Providers stick to
what they know

Your innovation gets dismissed
as a "nice to have"

Launch without rewiring the market first—its assumptions, priorities, and decision criteria—you don't get adoption. You get resistance.

Avoid the Product Adoption Lie

Your Launch Insurance Policy: Healthcare Category Design.

Success isn't about being the best. It's about being the only.

The ONLY

product your market believes in...

Healthcare category design is your launch insurance policy—protecting you from missed projections, pricing pressure, and irrelevance by building belief before you scale.

Because when the market believes, everything compounds—adoption, revenue, valuation. But when it doesn't, nothing does.

Protect Your Launch

Proof in Results. Power in Belief.

552%

Exceeded original launch projections by 552%, leading to acquisition by J&J

3x YoY revenue growth two years in a row + strategic deal with Optum

$200M

$200M acquisition after redefining the category

4x revenue growth in 4 years with a cash-pay procedure

400%

400% YoY revenue growth and profitability in Year 1 following category design

Unlock These Results

Our results speak volumes—and so do our partners.

As a CEO and Board member, I have brought in Grey Matter three different times to launch a product using their category design blueprint. Their process-driven approach to understanding an organization, market, competition, product and differentiation is unmatched. I would definitely recommend working with them for companies looking for a pathway to commercial growth.

— Todd Pope, Partner at Revival Healthcare Capital

Grey Matter played a vital role in helping us shape our commercial strategy. Holley and her team coached us on how to create a distinct 'category' for our medical imaging AI products, and to create new ways to differentiate ourselves. They excelled at providing a unique lens to shape the narrative in ways that are meaningful to the clinical users and buyers.

— Ohad Arazi, CEO of Zebra Medical Vision

One of the most rewarding aspects of category design was pinpointing our strategic beachhead, particularly within the realm of surgeons and patient selection. By educating them about what's missing, defining the criteria for a solution, and priming them to self-select our category solution, we've laid a solid foundation for how we operate as an organization and prepare for our product launch. Our category created a new space we could own, enabling us to tell a more impactful story and significantly boosting our odds of success in complex market conditions.

— Richard Treadwell, CEO of Empirical Spine

I had not experienced the category design process before. The GMM team really pushed our thinking. Without them, we would have stopped way too soon and too shallow. Frankly, the investment in category design should have happened sooner. Clear understanding of who we are and why we need to exist is fundamental. It really forced us to think differently and create a valid and valuable new category. It was hard work but created a transformational opportunity for us.

— Bill Kerr, MD, CEO of Avalon Healthcare Solutions

Learn Why Our Partners Trust Us

Engineer Belief. Build Demand. Own the Category.

Your 12 - 18 months before launch aren't just operational runway. They're your only shot to shape how the market will think, decide, and buy—so you win big.

Grey Matter is the only healthcare category design firm built for leaders launching novel products into markets that aren't ready—yet.

Ready to Win? Let's Get Started.