Most people think GTM is about the perfect pitch deck. In deep-tech and healthcare, it's actually about removing the friction of being right. Arkangel had the tech; the market had a trust tax. My job wasn't to sell AI — it was to prove we respected the doctor's time.
View the full presentation ↗Arkangel was a technically strong ambient documentation product: real-time AI transcription for clinicians with a secure, ledger-backed storage layer. But when I joined, the product needed a clearer commercial use case. My job wasn't just product storytelling; it was commercialization. I was brought in to answer the "So what?" for the economic buyers.
I spent my first few weeks listening to how clinicians and administrators talked. For a clinic, a doctor's note isn't a summary of a visit — documentation is the invoice. If the note is messy or late, the clinic doesn't get paid. The UI of healthcare isn't a screen; it's the conversation. We weren't selling saved minutes — we were selling reclaimed clinical capacity.
In an early-stage project, I had to build the GTM motion across product, sales, and onboarding:
Focused our energy on outpatient clinics (Urgent Care, Ortho) where visit volume drives the business. Efficiency gains compound into real revenue almost immediately.
Doctors don't trust AI with their licenses easily. I built an objection-handling library that tackled HIPAA, EMR integration, and accuracy head-on, giving the founders a way to lead with transparency.
Mapped onboarding around one specific goal: time-to-first-sign-off. A doctor's first successful, billable AI-assisted note had to be signed within 60 minutes of installation, or we'd lose them.
Since this was a pilot-stage project, I measured success by how we de-risked market entry:
Pilot analysis showed we could realistically cut documentation from 12 minutes to roughly 6 minutes per encounter.
Built revenue models showing clinics how saved minutes translate into 2–3 extra patient slots per day, positioning the tool as a revenue lever rather than a software expense.
Delivered a repeatable playbook — scripts, ICP maps, lifecycle flows — so the team could stop explaining "how AI works" and start showing how Arkangel helps a clinic scale.
Claude for ICP personas and complex prompting, v0.dev for React UI prototyping, Pitch and Gamma for AI-augmented decks, ScreenStudio for high-polish demos.