The Hidden Trap Most Healthtech Founders Fall Into

Last week, I had a fascinating conversation with Jason Spacek about why many healthtech solutions fail to create lasting impact. His insight struck a chord that I've seen repeatedly in my work with founders: "Fall in love with the problem, not the solution. What are the problems that people are having out there? Let's really understand the problems and only then can you start to build potential solutions for it."

This resonates deeply with what I've observed in my years of cardiothoracic surgery and now guiding healthtech founders. Too often, we rush to build solutions before fully grasping the complexity of healthcare's challenges.

Understanding the Healthcare Ecosystem's Complex Web

"The biggest challenge that we see from our vantage point," I shared during our discussion, "and we get the benefit of working with payers, providers, digital health companies across the landscape." This unique perspective has shown me how misaligned incentives create ripple effects throughout the entire healthcare ecosystem.

Think about this: Did you know that healthcare's tie to employment originated from wage freezes during World War 2? This historical accident now shapes how millions access care. As one industry leader noted, "We see this in our day to day lives, right where you know, a payer might be incentivized from one direction, a provider's incentivized for another direction."

Three Critical Steps to Building Solutions That Stick

1. Start with the Foundation

"If the underlying fundamental foundation of it is not working well, all these extra things just add to the chaos and confusion." I've seen countless founders pour resources into sophisticated technologies only to realize they're building on quicksand. Before writing a single line of code, ask yourself:

• What core problems are you trying to solve?
• How do current workflows actually function?
• Where do existing solutions fall short?

2. Map the Incentive Landscape

Understanding stakeholder motivations is crucial. In my work with founders through PulsePoint Path, I've noticed those who succeed take time to:

• Identify all stakeholders affected by their solution
• Understand each stakeholder's financial and operational incentives
• Map how their solution aligns with or changes existing incentive structures

3. Design for Human Reality

The most successful healthtech solutions prioritize the humanity of healthcare over flashy features. Your users - whether providers or patients - need solutions that work within their daily realities. Consider:

• How does your solution fit into existing workflows?
• What behavior changes are you asking users to make?
• How can you minimize disruption while maximizing impact?

The Path Forward for Healthtech Founders

I've guided numerous founders through this process at PulsePoint Path, and those who take time to understand problems deeply before jumping to solutions consistently build more sustainable companies. They:

• Spend more time in the field observing and listening
• Build strong relationships with early users
• Iterate based on real-world feedback, not assumptions

Remember, sustainable growth in healthtech comes from deeply understanding the problems you're solving. This approach not only leads to better solutions but also makes your company more attractive to investors and partners.

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Your Next Steps

1. Take a step back and evaluate whether you truly understand the problem you're trying to solve
2. Spend time with your target users, understanding their daily challenges
3. Map out the incentive structures affecting your solution's adoption
4. Assess how your solution fits into existing workflows

Let's hear your thoughts - what healthcare problems have you observed that need fresh solutions? What challenges have you faced in building solutions that stick? Share your insights below.

About the author:

Sabrina Runbeck, MPH, MHS, PA-C, is a dynamic healthcare strategist with 24 years of experience in clinical medicine, public health, executive coaching, and strategic consulting. Having navigated burnout across 11 major healthcare systems, she now empowers healthcare founders to optimize their business models, enhance visibility, and drive lasting social impact. As the host of the top 5% globally ranked Provider’s Edge podcast, Sabrina amplifies the voices of industry leaders and delivers game-changing strategies that elevate influence, profitability, and growth. Her expertise positions founders to transform their vision into industry-leading success.

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