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HealthTech / Clinical Decision Support $8M–$30M ARR Series A to B, enterprise motion PROFIT+ · Position · Research · Optimise

HealthTech / Clinical AI

Per-seat pricing into NHS procurement was rebuilt around the outcomes commissioners actually fund.

2
procurement cycles to the first outcome-based contract
3
value metrics built in NHS commissioning language

The challenge

A clinical AI company had a diagnostic support tool that demonstrably reduced misdiagnosis rates and shortened patient pathway times. Selling into NHS procurement meant navigating framework agreements and value-based commissioning. The company priced per clinician seat — a model with no relationship to the outcome delivered. Deals were long, procurement challenged every renewal, and ROI could not be expressed in the language procurement required.

The approach

Each step below is a step of PROFIT+, named so you can see which part of the method did the work.

  1. Research

    Built a value model in NHS commissioning language: cost per pathway, per avoided readmission, per clinician hour saved.

  2. Optimise

    Identified the primary outcome metric — pathway-time reduction — and designed a base platform fee plus a per-outcome component tied to auditable data.

  3. Fuel

    Built an ROI calculator for procurement submissions with the clinical and commercial teams.

  4. Position

    Redesigned the packaging narrative from feature list to outcome guarantee.

The outcome

  • First outcome-based enterprise contract signed within two procurement cycles.
  • Average deal size increased as procurement could justify the investment against measurable savings.
  • Sales cycle reduced as the ROI calculator answered procurement questions before they were asked.

In one line

A clinical AI company was pricing per seat into NHS procurement and losing to cheaper competitors. We redesigned the model around outcomes procurement actually funds. Average deal size grew and sales cycles shortened.

Relevant to Product teams · HealthTech / Clinical Decision Support

Could this be your pricing?

Most of these outcomes started with one 30-minute call and a look at the price card.

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More work

All case studies
01

A product-market-pricing fit crisis turned into 106% ARR growth by re-anchoring the price to fundraising outcomes.

−35% → +106% ARR turnaround over 12 months
02

One pricing tier for everyone became three, aligned to value, adding $4.5M ARR from existing customers.

$4.5M net new ARR, no product change
03

Overlapping tiers buyers couldn't tell apart became clear, value-differentiated ones, lifting ASP 17%.

+17% average sales price in two pricing cycles