Grove Ventures Hosts Startup for Startup Healthcare GTM Community Event
Grove Ventures recently hosted a Startup for Startup Healthcare community event, bringing together healthcare founders, operators, and industry leaders to discuss go-to-market strategies, commercialization challenges, and growth models in the U.S. healthcare market.
What Was the Focus of the Startup for Startup Healthcare Event?
The event focused on practical go-to-market (GTM) strategies for healthcare startups navigating complex, multi-stakeholder systems, with an emphasis on U.S. market entry, pricing models, and commercialization frameworks.
Key Takeaways from Renana Ashkenazi’s Healthcare GTM Keynote
The event opened with a keynote by Renana Ashkenazi, who described healthcare as a “multiplayer game,” where founders sell into interconnected systems rather than directly to hospitals.
She explained why a U.S.-first go-to-market strategy is often a strategic choice for healthcare startups, driven by market scale and clearer regulatory pathways.
Renana outlined a practical GTM mental model for healthcare companies, including:
- Starting with the job to be done rather than the underlying technology
- Pricing based on value, not features
- Making early decisions between SaaS and tech-enabled services
- Identifying inflection points that signal when a pivot is required
She also cautioned founders against building businesses dependent on new CPT codes, noting that the American Medical Association approval process is slow, expensive, and high-risk. Instead, she encouraged teams to design GTM strategies around existing reimbursement codes.
Insights from the Healthcare Growth and Marketing Expert Panel
The keynote was followed by a panel moderated by Anne Belkin-Amario, CMO at Navina, featuring Noam Keesom (Head of Marketing Strategy, Navina), Aaron Bours (CMO, Hyro), and Noa Silberklang (Head of EMEA, Rhino Federated Computing).
Panelists shared candid perspectives on:
- Healthcare lead generation strategies
- Tools and processes supporting growth and marketing
- Lessons learned from scaling in regulated healthcare environments
- Practices they are actively applying today
Fireside Chat: Practical Lessons for Scaling Healthcare Startups
The session concluded with a fireside chat between Renana Ashkenazi and Anne Belkin-Amario, offering a deeper discussion on real-world challenges and decision-making frameworks for scaling healthcare companies.
Why This Event Matters for Healthcare Founders
This Startup for Startup Healthcare event reflects Grove Ventures’ commitment to supporting founders through peer-driven learning, actionable insights, and hands-on guidance, particularly in regulated and technically complex sectors such as healthcare.