Start Here: Read This First
Upward Growth helps health tech vendors sharpen strategy, messaging, and execution to close more payor deals.
Trusted by CEOs, sales leaders, and investors shaping the next generation of payor-facing health tech companies.
If you're seeing:
• First calls that don’t turn into second ones
• A sales motion that feels busy but isn’t building momentum
• Messaging that sounds right internally but goes nowhere with buyers
You're in the right place.
Every Tuesday, we break down what actually drives revenue in this space. How payors evaluate vendors. What gets funded. What gets ignored. And how the best teams close real deals.
Subscribe for free to get new articles every Tuesday. Focused, specific, and built for payor-facing growth.
Below are eight curated articles, organized into four categories. Start with what fits your biggest friction.
🏥 What Payors Actually Buy
Health plans don’t buy innovation. They buy what aligns with risk, regulation, and economics. Start here if you're tired of smart ideas getting stalled, sidelined, or stuck.
Health Plans Don’t Buy Disruption – They Buy Certainty
Reframe your message to align with how plans evaluate risk.The 3 Bets That Make or Break Health Tech Growth
Every exec makes these bets. Know which one your buyer is placing.
📈 How Growth Really Compounds
The fastest-growing vendors aren’t chasing pipeline. They’re aligning decisions across product, messaging, and sales. Start here if you're building toward scale but sensing cracks in your GTM foundation.
Positioning Comes Before Growth
Your message isn’t just marketing. It’s a strategic choice.Unlocking Growth in 2025: 5 Healthcare Trends to Watch and Act On
The shifts smart teams are already building for.
📣 Positioning That Moves Deals
Clean messaging isn’t the goal. Clear intent and deal movement are.
Start here if your pitch sounds sharp but buyers aren't moving forward.
Why Your Value Prop Isn’t Landing with Health Plans
Most value props fail because they’re vague. This breaks down how to sharpen yours.Most Sales Struggles Are Positioning Problems. Here’s How to Fix Yours.
If you’re seeing objections or ghosting, this might be the real issue.
🧩 Improving the Sales Motion
The biggest gap in B2B health tech? Turning interest into institutional action. Start here if you’ve got early traction but can’t get deals to move through the middle.
The Second Meeting Test: How to Actually Build Momentum with Health Plan Buyers
First meetings are easy. Here’s how serious teams create movement.15 Moves to Convert Conference Leads Into Revenue
Tactical follow-up plays that actually earn a second call.
👋 About Upward Growth
Upward Growth helps health tech vendors win more deals with payors.
Upward Growth helps vendor teams fix what’s actually slowing down payor growth: messaging that doesn’t land, sales motions that don’t convert, and strategies that don’t align with how plans buy.
If you want to sharpen your team's growth with payors, you’re in the right place.
About the Author
Ryan Peterson writes Upward Growth, where he shares practical insights on selling health tech into the payor market. With 15+ years in healthcare growth leadership, he focuses on helping vendors translate their value into traction with health plans. Connect with him on LinkedIn.