Selling into HC: mature ops and never call yourself a startup

Sales cycles in a risk-averse market are long, so it's important for entrepreneurs not to label themselves as startups. Instead, position your company as an established digital health company to attract risk-averse buyers. However, working with a young company carries risks for buyers, so it's essential to quickly raise capital and mature your operations. Being part of a University of Security program can help accelerate this process. Procurement can be challenging, but being able to demonstrate readiness early on makes you more appealing to risk-averse organizations.