How Leveraging Partnerships Boosts Growth for Healthcare Technology Companies

Looking for growth in the digital health space? Don’t underestimate the power of partnerships with small, innovative practices. Especially in physical therapy and musculoskeletal services, these relationships are gold. These partnerships boosts growth for healthcare technology companies that know how to leverage them well.

Why? Because they offer direct access to key decision-makers. These smaller entities can provide valuable feedback and help refine your product. Working with them can streamline your onboarding, debug your system, and perfect beta testing. Such collaborations can be a win-win, offering deals in exchange for critical insights.

Remember, chasing large organizations can lead to long sales cycles and risky pilot projects. Instead, build a strong foundation with smaller partners to ensure success when scaling up. Take it from a seasoned physical therapy professional: start small, grow smart!



Unlocking Growth for Healthcare Tech Companies Through Strategic Partnerships

In the rapidly evolving landscape of healthcare technology, growth and scalability are top priorities for emerging companies. As these businesses endeavor to carve out their presence in the digital health space, the strategic forging of partnerships is pivotal. In particular, the alliance with smaller, innovative healthcare practices can be a game-changer during the early stages of a company’s growth trajectory.


Valuing Small and Innovative Practices

When we consider the kind of partnerships that can accelerate growth for technology companies in healthcare, one of the most underrated yet crucial relationships to cultivate is with smaller, privately held practices. Drawing from my extensive experience in the physical therapy and musculoskeletal sectors, I can attest to the immense potential of these collaborations.

Imagine a scenario where your tech solution, be it a device or software, finds its first home within a progressive physical therapy clinic or a chiropractic practice. These environments, often led by forward-thinking individuals, provide a fertile testing ground for your products. The intimate scale of such practices allows for direct access to key decision-makers, paving the way for a mutually beneficial partnership.


Building a Reciprocal Relationship

Engaging with these smaller entities is not merely about having another sales outlet; it’s about establishing a reciprocal relationship that fosters growth and refinement. You might offer your product at a special rate, and in return, receive invaluable feedback that can refine your onboarding processes, troubleshoot potential bugs, and perfect your system. This exchange is critical, particularly when it comes to beta testing and fine-tuning your offer.

By investing time and resources into nurturing these partnerships, you create champions for your technology who will not only advocate for its efficacy but also contribute to a solid foundation on which your company can build. This is crucial groundwork that will be instrumental when you eventually approach larger organizations.


Avoiding Common Pitfalls

One common mistake I’ve observed among my clients is the tendency to immediately chase after large contracts with sizable healthcare organizations. While landing a big player can be alluring, it comes with a lengthy sales cycle and a high-risk factor. A single bug during a pilot project or beta test with a large organization can derail the entire deal, simply because the foundation wasn’t properly laid.

Instead, by focusing first on small-scale, trusted partners who can help develop and refine implementation and integration processes, a technology company positions itself for sustainable success. Once these processes are established, and the product is proven in a real-world clinical setting, approaching larger accounts becomes a less daunting and more promising endeavor.



The path to growth for healthcare technology companies in the digital health space is often through the doors of smaller, innovative practices. By building strong, reciprocal relationships with these partners, your company can cultivate a resilient foundation that enhances your product and prepares you for the challenges of scaling up. Remember, it’s not just about the size of the partnership, but the quality of growth and learning it brings to your organization.


What are some other potential partnerships that can boost growth for in healthcare technology companies?


For more content like this, check out our Insights Page and check out The Better Outcomes Show. Or if you want to humanize healthcare through your business or organization, learn how Rehab U Practice Solutions can help here! You can also schedule a call with Rafi to discuss your company’s positioning strategy and brainstorm a business development plan here. Check out Rafi’s latest book, Better Outcomes: A Guide to Humanizing Healthcare, on Amazon!

Rafael E. Salazar II, MHS, OTR/L (Rafi) is the Principal Owner of Rehab U Practice Solutions and the host of The Better Outcomes Show and the author of Better Outcomes: A Guide to Humanizing Healthcare. His career trajectory includes 12+ years of experience in healthcare management, clinical operations, programmatic development, marketing & business development. He even spent some time as an Assistant Professor in a Graduate Program of Occupational Therapy and has served on numerous boards and regulatory committees. He has worked on projects ranging from patient engagement initiatives to marketing communication campaigns to a multi million dollar project assisting the State of Georgia's Department of Behavioral Health and Developmental Disabilities transition individuals out of state institutions to community residences. His work on Telehealth has been discussed in Forbes.

Today, Rafi helps innovative healthcare companies like technology startups, platforms, SaaS companies & innovative healthcare organizations develop effective positioning strategy and business development plans through his consulting work. He also leverages his experience as a professor and academic to speak and train on the topics around humanizing the healthcare experience & healthcare innovation. In addition, Rafi also owns and operates ProActive Rehabilitation & Wellness, a multidisciplinary outpatient clinic treating patients with musculoskeletal pain.

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