The 4P Model

We’ve mentored and worked with hundreds of companies, seen successes and failures, and distilled our experience into best practices that give healthcare entrepreneurs the best chance of success.

The 4P Pyramid Model

Product-Market Fit

Product-Market Fit

Ensure your strategy, value, and message are aligned and clear

Over forty percent of startups fail because they’re not solving an acute problem in an impactful way. We assess your Product-Market Fit, value proposition, and whether your messaging is compelling. We help you understand your business model and the key tactics on which to focus in order to maximize your strengths. Lastly, we’ll evaluate your strategy and the economics behind it in the context of your competition so that you will know who will be coming after you as you build on your success.



Win in the marketplace at the expense of the competition

We help you define and structure a Pipeline you can track and measure. As we work on filling your pipeline with qualified leads and opportunities, we’ll quickly see areas where conversion rates can be optimized.



Build a lead generation machine that scales as you do

By developing your Process for sales and marketing in tandem, we compliment each capability. Outbound sales campaigns are aligned with automated digital components – all progressing your leads through your sales process faster.



Attract the right talent with help from an experienced eye.

The final layer in the 4P model is People. Our executive search services ensures operators on the ground are assisting you to select the right candidate for the job.

Build a commercialization structure that will make you succeed

Phase2 Health works with investors, founders, and business management to accelerate sales and ignite growth. Our experience in healthcare technology will help you reduce executional risk and ensure you reach prospects with a powerful message that helps you close the deal.

Top reasons startups fail

No market need42%


Ran out of cash29%


Not the right team23%


Get outcompeted19%


Pricing/cost issues18%


* Adapted from CB Insights “The Top Reasons Startups Fail

Sample Engagement

  • ~30 days

    Assessment using the 4P Pyramid

  • 90 days

    Initial buildout of commercialization & growth services

  • 180-360 days

    Subsequent engagement through commercial team buildout. VP hiring, onboarding, & handoff

  • Through exit

    Board / Formal advisory

Learn more about us

We help health technology companies work through this process and build a strong foundation for growth.