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Fractional CMO for Medtech & healthcare innovators

A trusted strategic advisor for MedTech & healthcare innovation leaders.

Executive-level guidance for medical device manufacturers, healthcare technology companies, diagnostics organizations, and healthcare innovators juggling R&D, commercialization, and growth.

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dina with IZI Care Cushion_036

Pictured above: Dina Wasmer, CMO, art director, and model when duty calls.

Innovation alone doesn’t create market success.

Developing an innovative product is a significant achievement. Achieving widespread adoption is a different challenge altogether.

Whether you’re introducing a medical device, healthcare technology, diagnostic platform, or clinical service, success depends on far more than clinical efficacy. It requires helping clinicians, administrators, procurement teams, distributors, investors, and strategic partners understand not just what your solution does—but why it matters.

Incite helps leadership teams bridge the gap between innovation and commercialization by aligning strategy, messaging, business development, and market adoption around a clear value proposition.

At the same time, organizations face increasingly complex buying committees, longer sales cycles, growing competition, regulatory considerations, and pressure to demonstrate meaningful outcomes.

You’ve built a solution designed to improve patient care, clinical outcomes, or operational performance. Growth introduces new questions.

  • How do you differentiate in an increasingly crowded market?
  • Which customer segments represent the greatest opportunity?
  • How do you accelerate adoption without oversimplifying the science?
  • How do you better equip your sales team, channel partners, and advocates?
  • How do you prioritize limited resources while preparing for the next stage of growth?


Those aren’t simply marketing questions. They’re business questions, and that’s where we come in.

For more than 26 years, we’ve helped organizations navigate growth, change, and complexity. Across healthcare and medical technology, we’ve worked alongside leadership teams in radiology, oncology, cardiology, stroke care, ENT, pharmacy, healthcare technology, diagnostics, and medical device innovation to strengthen commercialization strategies, support product launches, improve market positioning, and help organizations make smarter decisions about where to invest time, talent, and resources.

We’ve helped organizations identify adoption barriers, clarify complex value propositions, strengthen physician and customer education, improve sales enablement, support channel and distribution strategies, and align leadership around the priorities that drive sustainable growth.

Because bringing an innovative product to market isn’t simply about generating awareness. It’s about earning confidence, accelerating adoption, and creating lasting value for patients, providers, and the organizations you serve.

See who drives adoption

Clinical value alone rarely drives adoption.

Every healthcare decision runs through a committee — and each member evaluates your solution through a different lens. Select a stakeholder to see what they’re really asking, and how we help you answer it.
Clinicians
“Will it work in my hands and improve patient outcomes?”
  • Clinical evidence
  • Workflow fit
  • Patient outcomes

How we help you answer it

We translate clinical benefits and evidence into workflow-relevant proof — so the case for change is obvious to the people who use the product, not just the people who buy it.

Administrators
“How does this affect throughput, staffing, and risk?”
  • Operational fit
  • Capacity
  • Risk & quality

How we help you answer it

We frame your solution around operational outcomes — efficiency, capacity, and risk reduction — so administrators see impact on the metrics they own.
Procurement
“Is the price, contract, and vendor risk justified?”
  • Total cost
  • Contract terms
  • Compliance

How we help you answer it

We prepare procurement-ready value materials and comparisons that move the conversation from line-item price to total cost and justified value.
Economic Buyers
“What is the financial return and reimbursement picture?”
  • ROI
  • Reimbursement
  • Budget impact

How we help you answer it

We build the economic value story — ROI, reimbursement alignment, and budget impact — that gives the economic buyer confidence to say yes.
Clinical Champions
“Can I credibly advocate for this inside my organization?”
  • Peer evidence
  • Advocacy tools
  • Confidence

How we help you answer it

We arm your internal champions with the narratives, data, and tools they need to advocate effectively — turning a single supporter into organizational momentum.

Where We Help

We’ve worked across healthcare specialties and technologies.

  • Medical Devices
  • Healthcare Technology
  • Clinical Software & Digital Health
  • Radiology
  • Oncology
  • Cardiology
  • Stroke Care
  • Ear, Nose & Throat (ENT)
  • Specialty Pharmacy
  • Healthcare Innovation & Commercialization

01

Commercialization & Market Adoption
Many innovations struggle not because they lack value, but because adoption is more complex than awareness. Clinicians, administrators, procurement, economic buyers, and clinical champions each evaluate through a different lens. We help identify adoption barriers, strengthen positioning, clarify value, and build strategies for sustainable growth.

02

Product Marketing & Positioning
Explaining a complex healthcare solution to multiple stakeholders isn’t easy. We help translate technical features, clinical benefits, and operational outcomes into messaging that connects with decision-makers throughout the buying process.

03

Sales & Marketing Alignment
A common challenge is misalignment between leadership, marketing, sales, clinical teams, and channel partners. We create alignment around shared objectives, customer insights, messaging, and growth priorities so organizations move faster and execute more effectively.

04

Long Sales Cycles & Complex Buying
Healthcare purchasing rarely involves a single stakeholder. Clinical validation, economic justification, procurement requirements, and implementation all influence the process. We develop strategies, content, and sales enablement that support buyers throughout the entire decision journey.

05

Product Launches & Market Expansion

Whether launching a new product, entering a new market, expanding indications, or pursuing strategic growth, we help leadership teams prioritize efforts, align resources, and build practical go-to-market strategies.

06

Technology, AI & Commercial Efficiency
Organizations are evaluating AI, automation, analytics, digital engagement, and CRM systems meant to improve performance. We help evaluate opportunities through a practical business lens — adoption, efficiency, scalability, and measurable value.

07

Team Development & Marketing Leadership
Many organizations don’t need more marketing activity — they need stronger marketing leadership. Whether supporting a coordinator, product marketing team, or commercialization group, we provide direction, coaching, and accountability that helps marketers become stronger business contributors.

If these topics are keeping you up at night, let’s start with a conversation.

Schedule a confidential talk

Why Leaders Trust Us

You get two experienced strategists

Our CMO² approach provides access to two senior-level advisors for significantly less than the cost of hiring a full-time executive — broader perspective, deeper expertise, and greater accountability, without additional overhead.

We understand healthcare’s complexity

Clinical considerations, operational realities, reimbursement concerns, procurement requirements, and stakeholder priorities intersect in ways that challenge even the most innovative organizations. We’ve worked within that complexity and understand how to navigate it.

We bridge innovation and adoption

Many organizations excel at innovation. Others excel at commercialization. Few excel at both. We help translate complex technologies into compelling market narratives, support sales enablement, align teams, and create strategies that drive adoption.

We’re a trusted sounding board

Leading a healthcare organization comes with no shortage of competing priorities. Our role isn’t to tell you what to do; it’s to ask good questions, challenge assumptions, share what we’ve seen work elsewhere, and help you decide with clarity and confidence.

Frequently Asked Questions

No. We’re strategic advisors who help leadership teams make better decisions, align growth initiatives, and ensure marketing investments support broader business goals.
No. We work with medical device manufacturers, healthcare technology companies, diagnostics organizations, specialty healthcare providers, and healthcare innovators navigating growth and commercialization challenges.
Absolutely. Many clients engage us to help support product launches, market expansion initiatives, sales enablement programs, and adoption strategies.
Yes. In many cases we work directly with internal marketing team members, providing strategic leadership, coaching, mentorship, and accountability while helping them become more effective contributors.
Not necessarily. Many organizations engage us because they need executive-level leadership and strategic guidance without adding another full-time executive to the payroll.

Let’s talk.

Whether you’re preparing for a product launch, improving market adoption, entering a new market, strengthening sales and marketing alignment, supporting your team, or simply need an experienced sounding board — we’d welcome the conversation.
We’ll listen first. Then we’ll help you build a practical path forward.
Schedule a Confidential Conversation

or call 410-366-9479