Most healthcare startup advice focuses on regulatory compliance or clinical validation. But according to one founder who’s scaled to 40,000 patients in just two years, success hinges on something more fundamental.
In a recent episode of Category Visionaries, Yuvo Health CEO Cesar Herrera shared his number one piece of go-to-market advice: “Everything should be centered on your customer, whoever that is. Make sure that you truly understand the motivations of your customer and their quote, unquote, ‘buying decisions.’ Because if you don’t understand that, regardless of how great your solution is, you’re not going to be able to sell it.”
Beyond Surface-Level Customer Understanding
For Yuvo Health, this principle was tested early. “When we first started, we really pushed that the most of, here are some capabilities that we know our health center partners are not allowed to build, do not have the capacity to build,” Cesar explains. “And simply by selling that story, we thought that our health center partners would be compelled to partner with us.”
It seemed logical—identify a capability gap and fill it. But reality proved more complex.
The Costly Lesson of Misaligned Messaging
The team quickly discovered their mistake. “We realized really quickly that wasn’t the compelling story,” Cesar reveals. Their initial messaging focused on capabilities and features, missing what actually drove their customers’ decisions.
The solution? “Rather speaking to the political pressures and how we can work with them to support and uplift them. So everything in our messaging really changed to align with that message.”
Understanding the Real Buying Decision
This shift in understanding had profound implications. Yuvo Health discovered that their health center partners were “woefully under resource and they need access to the capital today.” This insight led to their most crucial pivot—transforming from a fee-charging services organization to a risk-bearing entity that actually pays their partners.
The results validate Cesar’s advice:
- Growth from 3,000 to 40,000 patients in 2.5 years
- Secured $28 million in funding
- On track to serve 80,000 patients next year
Putting the Principle into Practice
For healthcare technology founders, implementing this advice requires:
- Looking Beyond Features
- Instead of leading with technical capabilities
- Focus on understanding institutional pressures and constraints
- Understanding Financial Reality
- Recognize how money flows through your customer’s organization
- Adapt your model to their financial constraints
- Aligning with Customer Incentives
- Learn what actually drives decision-making
- Shape your offering around those motivations
The Deeper Truth About Healthcare Sales
What makes Cesar’s advice particularly valuable is how it challenges conventional wisdom about healthcare sales. Many startups focus on ROI calculations or clinical outcomes, missing the deeper organizational and political factors that influence buying decisions.
This insight helps explain why technically superior solutions often fail while seemingly simpler offerings succeed—the winner isn’t always the best product, but the one that best understands and aligns with customer motivations.
Beyond Healthcare: A Universal Principle
While Yuvo Health operates in healthcare, their experience offers a broader lesson about go-to-market strategy. Whether you’re selling to hospitals, insurance companies, or community health centers, success starts with genuine understanding of your customer’s reality—not just their problems, but the full context in which they make decisions.
For early-stage founders, this means investing time upfront to understand:
- The political landscape within customer organizations
- Real financial constraints and pressures
- Unstated barriers to adoption
- True decision-making processes
As Yuvo Health’s journey shows, this deep customer understanding isn’t just about improving sales—it can fundamentally reshape your entire business model, messaging, and go-to-market strategy.
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