About Upward Growth

Most health tech vendors have a product that works. But they still struggle to turn payor interest into signed deals.

I'm Ryan Peterson. I help vendors grow by landing and expanding partnerships with health plans.

Over the past 15 years, I’ve worked with executive teams to close seven-figure contracts, unlock stalled opportunities, and build repeatable go-to-market strategies that lead to scale.

What You’ll Get Here

One sharp article every Tuesday.

No filler. No recycled frameworks. Just clear thinking for vendors who want to grow faster and with more conviction.

Topics include:

• Positioning that actually lands with payors

• Sales motions that create momentum

• Growth strategies grounded in how health plans really work

• Occasional case studies when they help make the point

These articles are written for GTM leaders with real growth and revenue targets.

Who This Is For

• Founders and commercial leaders at health tech vendors

• GTM executives focused on scaling payor partnerships

• Vendors moving beyond early traction into real growth

• Investors supporting portfolio companies that sell to payors

Where to Start

New here?
→ Start Here: What Are You Trying to Solve?
This post helps you explore content by focus area so you can jump straight to what’s most relevant - whether it’s messaging, sales process, growth strategy, or payor-specific insights.

Why This Exists

Selling into health plans is complex. Most vendors guess. The best ones get clear, move faster, and win more often.

Upward Growth exists to help you get there - with sharper strategy, stronger execution, and a better understanding of how this market actually works.

📩 Sharpen your strategy and win more payor deals. Get weekly insights built for health tech vendors.