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 led 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 training reps on the exact launch challenges healthcare startups face. Available as a contract engagement or a full-time hire with a startup or a new product launch.
About Jeff →True Focus Initiative bridges the execution gap by getting into your market directly.
What You GetYour product goes directly into clinical settings: doors opened with key decision-makers, early launch challenges navigated, and the critical initial accounts secured that anchor your market footprint.
By managing your early sales cycles directly, True Focus Initiative becomes your eyes and ears in the clinic, identifying workflow friction and implementation barriers so you can refine your offering for a successful broader launch.
Live ride-alongs and on-the-ground coaching with your existing sales representatives, helping each rep build a mark of their own, not an echo of whoever\'s currently winning, and 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.
Board & AdvisoryBoards and investors are fluent in the deck and the spreadsheet, but often disconnected from the floor where a device actually succeeds or stalls. A candid, outside read on the strategy behind a launch, from someone who has walked that floor. Essentially a 10,000-foot preview of a full field sales engagement.
Currently serving on the Board of Governors, Preserve Vision Florida, and the Foundation Advisory Board, Children's Eye Foundation of AAPOS. Selectively open to new board and advisory opportunities, including paid director roles, where real board engagement is desired, not just a name on a roster.
Whether you're bringing a new device to market, stuck in an early launch plateau, or filling a board seat, reach out to start the conversation.
