Strategic engagement where product repositioning advice transformed a single-product company competing in a crowded market into a differentiated FHIR-based interoperability platform.
Open HealthHub had developed a solid digital questionnaires application for healthcare — but they were operating in a "search and replace" market with established competitors and limited differentiation.
Meanwhile, a potentially game-changing product sat unused on the shelf: a FHIR Viewer that could visualize patient data directly within existing EHR systems.
The company had low commercial maturity, pipeline challenges, and needed a clearer path to market.
Digital questionnaires = crowded space with many alternatives
FHIR Viewer ready but not part of go-to-market
Difficulty getting to the table with decision-makers
GTM strategy and positioning needed work
Developed comprehensive business plan focusing on P&L reality and go-to-market initiatives. Aligned with Venture Capital investors on strategic objectives and pipeline rebuilding.
Advised on activating the FHIR Viewer product that was sitting on the shelf. This shifted them from competing in a crowded questionnaires market to offering something genuinely new: FHIR-based data visualization within existing EHRs.
Worked on establishing strategic collaborations to strengthen market position and accelerate adoption in the European healthcare market.
Represented Open HealthHub at key European healthcare events — HIMSS Europe (Portugal), DMEA (Berlin), and Zorg & ICT (Utrecht) — to enhance partner relationships and market visibility.
In a "search and replace" market, you're always fighting on price and features against established players. But when you offer something that doesn't exist yet — genuine new value — you're not replacing anything. You're adding.
The FHIR Viewer transformed Open HealthHub's conversation: instead of "why should we switch from our current questionnaire tool?" the question became "this gives us capabilities we don't have."
"It's much easier to get a seat at the table when you're delivering real, differentiated value — not just a better version of something they already have."
From single questionnaire product to comprehensive FHIR-based interoperability suite — Forms, Viewer, Gateway, and SDK.
The product that was sitting on the shelf became a core differentiator and is now prominently featured in their go-to-market.
Moved from competing on features to offering unique capabilities that existing EHR systems lack.
The new positioning has led to multi-year strategic partnerships, including a 3-year deal with Sint Maartenskliniek.
This engagement also reinforced a critical lesson: thorough due diligence before starting any collaboration is essential. Understanding the true state of a company — its products, market position, and commercial maturity — prevents misaligned expectations.
This experience directly shaped my current approach: the Commercial Readiness Scan that I now conduct before any Sales as a Service engagement.
Interested in how the Commercial Readiness Scan works?
Learn About Our Process →European GTM Partner for Technology Companies. Strategy, sales execution, and market access across Benelux & DACH.