INSIGHTS
September 28, 2026

Ready, set, GTM

Growth within an existing market or of an existing product often relies on an established, vetted playbook. But when growth means launching a new kind of product or service, entering a new segment, or reaching a different buyer, prior experience can only answer so much. New opportunities bring new assumptions to test. And with AI now able to generate a seemingly polished GTM plan in an afternoon, it’s increasingly easy to confuse a snazzy deck with a validated GTM strategy.

In our latest piece, Rock Health explores three questions leaders should pressure-test before launching a new GTM effort: Are you sequencing the right market? Who sits at the buying table? Does your value case resonate? Read the full piece for a deeper look at what the answers to these three questions mean for healthcare companies pursuing growth beyond their core.

Headlines

Anthropic, OpenEvidence Partner To Bring Medical AI Worldwide
Free clinical decision support heads to low- and middle-income countries Reuters

UnitedHealth, CVS Push Back On Medicare Plan To Curb Remote Patient Monitoring
Integrated payers defend the vendor model their providers rely on STAT

FDA Advisory Panel Endorses Grail Blood Test For Cancer
Approval looks likely, but doubts about effectiveness persist STAT

In Radiology, AI Blurs The Line Between Tech Development And Clinical Practice
Owning the practice makes building the tools easier STAT

Health Execs Want Strong Returns On IT Investments
Some buyers expect 3x back on their AI spend, according to a recent survey Healthcare Dive

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