Many healthcare startups suffer from a "build it and they will come" philosophy — hiring junior reps to push product specs while missing the core truth: medical markets move at the speed of trust.
Jeff Mortensen has spent 20 years as an operator inside mission-driven medical device companies — leading commercial launches for pediatric vision screening technologies at PediaVision, Welch Allyn, and Rebion. That's field experience, not theory: opening doors with clinical decision-makers, running early sales cycles, and coaching reps through the exact launch challenges healthcare startups face.
About the operator →True Focus Initiative bridges the execution gap by putting a seasoned operator directly into your market.
What We DoWe carry your product directly into clinical settings, opening doors with key decision-makers, navigating early launch challenges, and securing the critical initial accounts that anchor your market footprint.
By managing your early sales cycles directly, we act as your eyes and ears in the clinic. We identify workflow friction and implementation barriers, helping you refine your offering for a successful broader launch.
We get in the car with your existing sales representatives. Through live ride-alongs and on-the-ground coaching, we help each rep build a mark of their own — not an echo of whoever's currently winning — turning widget-based pitches into mission-driven sales that win over early adopters. The same hands-on approach behind training programs that gave past teams a measurable product-knowledge edge over competitors.
Whether you're bringing a new device to market, stuck in an early launch plateau, or need a seasoned operator to get in the field with your team — reach out to start the conversation.
