Healthcare AI · Health Tech · Value-Based Care
You built a world-class product. Now build the business around it.
Healthcare companies rarely fail because the technology is wrong. They fail because no one ever built the commercial foundation underneath it — and in AI, that gap is wider than anywhere else in healthcare.
The Problem
They built a state-of-the-art kitchen — and keep renovating it — on no foundation, with no house around it.
A technical or clinical founder builds something genuinely good. Then assumes the market will recognize it.
What's missing isn't ambition or intelligence. It's infrastructure. No defined targeting. No consistent messaging. No documented sales process. No CRM. No handoff from sales to operations. No accountability structure. And frequently, no one on the team who has ever sat on the buyer's side of the table.
The product is sellable. The business is not viable. And the gap between those two facts is where most healthcare companies quietly stall — burning runway on a better kitchen while the house never gets framed.
Unbound builds the foundation, and then the house.
Healthcare AI
The AI is the easy part.
The last two commercial organizations I built were for AI-native healthcare companies — autonomous patient outreach, real-time capture of health signals including vitals, multi-step triage of that information back to the provider in time to act on it, and measurable impact on avoidable emergency and inpatient utilization. The technology worked. Commercially, that turned out to be almost beside the point.
Nobody buys AI
A physician group is not shopping for an AI platform. They're trying to stop losing money on avoidable admissions and hit value-based care metrics they're already accountable for. Lead with the model architecture and you've lost the room. Lead with their problem and the AI becomes the reason it works.
The intelligence layer isn't the product
If what your AI learns can't get back into the system of record, the practice can't bill for it and can't survive an audit. That isn't a feature request to handle next quarter — it's the line between a pilot that ends and a business that renews. It is the most common fatal gap in healthcare AI, and it is almost never a technical limitation.
Fluency is the trap
Technical and clinical founders build brilliantly in the domain they can see. The commercial foundation is invisible to them — so it doesn't get built, and the runway quietly funds a better product instead of a viable business. The gap is rarely ambition. It's that no one in the room has done this part before.
Unbound exists because I watched extraordinary technology stall for entirely non-technical reasons — twice — and knew exactly what was missing both times.
Why Unbound
Twenty-seven years on the buyer's side of the table.
Plenty of fractional revenue executives have sold products, services and software. Very few have spent a career inside healthcare's actual buying process — and then gone on to build the commercial function from nothing, twice.
| Most fractional revenue leaders | Unbound |
|---|---|
| Have sold products, services and software | Has sold into healthcare for 27 years — devices, surgical, ambulatory, physician organizations, value-based care |
| Know go-to-market theory | Has built commercial organizations three times — from zero, and at $600M scale |
| Think about the clinical story | Thinks about billing, audit, documentation and reimbursement — the business of healthcare |
| Are learning healthcare AI now | Has commercialized AI-native healthcare technology from employee #3, inside value-based care economics |
| Deliver a strategy deck | Delivers working infrastructure and a team trained to run it |
| Optimize for the engagement | Will tell you the product doesn't fit before taking your money |
Track Record
Built from nothing. Proven in market.
Two venture-backed healthcare companies built from inception as employee #3 and employee #5. Enterprise growth strategy for one of the nation's largest ambulatory surgery organizations. Commercialization through a NASDAQ IPO. And a decade carrying a bag in operating rooms before any of it.
The Method
Foundation First
Ten domains, four phases. The same sequence, run three times across seed-stage startups and a $600M enterprise — because the gaps are identical at every scale.
Survey the Site
Where the business is actually broken — established through interviews with founders, the commercial team, current customers and lost prospects. Scored across all ten domains.
Pour the Foundation
- Market & competitive research — who else solves this, how, at what price
- Targeting — who buys, and who inside the organization actually signs
- Messaging & positioning — one consistent story, everywhere
- Commercial model — pricing, incentives, contract structure, deal terms
Frame the House
- Sales process — defined stages, qualification criteria, documentation standards
- Collateral & sales assets — what a rep actually needs in the room
- CRM — selected, configured, adopted and enforced
- Sales-to-operations handoff — intake, implementation, billing, reconciliation
Bring In the Crew
- Team infrastructure — hiring profiles, comp plans, territory design, onboarding, enablement
Make the House Run
- Cross-functional operating cadence — the monthly growth meeting where every interdependent lane leader sees the same pipeline, the same barriers and the same commitments. Sales does not work in a tunnel.
You cannot scale a business without clear, consistent messaging, documentation, accountability and leadership support. Without those, accountability isn't possible. And without accountability, nothing holds.
Engagements
Five ways to work together.
Commercial Diagnostic
Where the commercial function actually stands, scored across ten domains, with a prioritized 90-day roadmap and a board-ready readout.
Foundation Build
The commercial system, actually built. Not a strategy deck — working infrastructure and a playbook your team can run without us.
Fractional Commercial Leadership
Ongoing leadership for the build-out — hiring, coaching, comp design, forecast discipline, board and investor communication.
Commercial Diligence
For investors. Is this a product problem or a go-to-market problem, and is it fixable? Pre-investment assessment or a post-close 100-day plan.
Sales Leadership Intensive
Training your commercial team and its leaders in the consultative method — and the manager coaching that makes it survive contact with reality.
Not sure which?
Most engagements start with the Diagnostic. It's the fastest way to find out what you actually need.
Start thereBoundaries
What Unbound does not do.
Stated plainly and up front, because the wrong engagement is expensive for both of us.
- We don't carry your bag.Unbound builds the engine and trains the drivers. Where proof is needed, we'll validate the model in market ourselves — time-boxed, then handed over.
- We don't take equity in place of fees.Cash engagements only. Performance upside is available, in cash.
- We're not a staffing agency.We design the hiring profile, comp plan and territory model. You hire.
- We're not a rubber stamp.If the product doesn't solve a real problem for a real buyer, you'll hear it in week two — not in month nine.
Find out what's actually missing.
A Commercial Diagnostic takes three to four weeks and tells you exactly where the foundation is cracked — and what to fix first.
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