STRATEGY THAT EXECUTES
We install the spine that turns top-down direction into bottom-up execution. Story, direction, standards, focus, boundaries, rhythm. Six pillars. One operating system. Strategy becomes real when you decide what not to do.
HEALTHTECH GTM + AI
WE INSTALL THE OPERATINGDISCIPLINE THAT MAKESHEALTHTECH WORK.
A challenger GTM and AI company for healthtech. We help cautious buyers, busy clinicians and stretched delivery teams use your product consistently enough to create real value. Strategy, sales discipline, post-sale rhythm. Built into your operating system, not handed over in a deck.
CONSISTENCY BEATS INTENSITY, ALWAYS
01/ THE UNFORTUNATE TRUTH
THE BEST GTM STRATEGY WINS.NOT THE BEST PRODUCT.
Which means a business worse than yours can beat you. And right now, probably is.
In healthcare tech, buyers are rarely problem-aware or solution-aware. They're carrying risk: clinical, regulatory, operational, political. Lead with product and you lose them. Lead with diagnosis and you earn the right to educate.
The moat is no longer the feature. The moat is the operating discipline that gets a cautious buyer, a busy clinician, and a stretched delivery team to use your product consistently. That's what we install.
POST-SALE IS THE COMMERCIAL ENGINE.EXPANSION IS NOT A STAGE. IT'S A RESULT.
02/ WHAT WE DO
STRATEGY, SALES, POST-SALE.BUILT INTO YOUR OPERATING SYSTEM.
SALES THAT EARNS THE RIGHT
We rebuild commercial motion around diagnosis, not pitching. Buyers in healthcare are buying confidence, not capability. The reps who win are the ones who understand the buyer's risk before they ever show a slide.
POST-SALE AS REVENUE ENGINE
Most renewal risk is baked in on day one of implementation. We install the bridge from purchase to proof: onboarding, adoption, outcome verification, advocacy. Expansion stops being aspirational and becomes structural.
03/ THE FRAMEWORKS
OUR IP. NAMED. TEACHABLE. INSTALLED.
Frameworks are not decoration. They're the difference between advice that disappears after the meeting and discipline that survives the Monday after. Each of these is owned WDC IP, built from real client work, tested at scale.
01
The Alignment Spine
Strategy + behaviour + execution OS.
For execution drift, meeting overload, blurry priorities. Six pillars: story, direction, standards, focus, boundaries, rhythm.
02
The Earned Right Sales Framework
Diagnostic-led commercial motion.
Investigation, probing, implication, education, matching, closing. You don't earn the right to sell until you've earned the right to educate.
03
The Narrow Bridge to Value
Post-sale operating model.
Onboard, adopt, outcome realisation, advocacy. Built for healthcare SaaS, where vendors must prescribe the path and verify the outcome.
04
The Blind Spot Review
Diagnostic-led commercial entry.
Insight + Narrative = Deal. We surface what your prospect can no longer ignore, then build the conversation around it.
05
FASTER Coaching Framework
Strategy-aligned coaching OS.
Foundation, alignment, situation, traction, exploration, resolution. Built for managers, anchored to commercial standards.
06
Trade Show Excellence Playbook
Twelve-phase system for revenue-generating exhibition.
The stand is a point of sale. The commitment ladder runs from signed contract down to “we'll follow up.”
07
Capture → Convict → Convert
Webinar and event funnel.
From whitepaper download to diagnostic conversation. Built to surface intent, not chase MQLs.
08
Commercial Operations Framework
CRM and GTM infrastructure.
Eight domains: data model, lead management, pipeline, forecasting, attribution, handoff, automation, governance.
09
IP Capture
Tacit founder and KOL expertise turned into named, teachable, commercialisable frameworks.
Five phases. Used internally and with clients.
04/ FIELD GUIDES
OPERATOR-GRADE PDFS. FREE TO DOWNLOAD.
Short, practical guides written for the people who actually have to install the work. No gating, no email wall. Take them, use them, send them on.
WDC Field Guide 01 · 15 pages · 2 MB
Customer Fit Scoring
For Heads of CS, Heads of Sales, and COOs.
An operator's guide to ending the sales versus CS argument before it starts.
Four personas, a scoring prompt that grades every sales call, and the wiring to make it run automatically. The fit score lands on the customer record before the deal closes, visible to both sides of the table.
MORE COMING
More field guides in the pipeline.
- The Alignment Spine, condensed.
- The Earned Right Sales Framework, field edition.
- The Narrow Bridge to Value, post-sale playbook.
05/ WHO WE WORK WITH
HEALTHTECH AT THE MESSY MIDDLE.
We work with UK and UK-active healthtech and dental SaaS companies that have a real product and are now hitting the stage where growth creates drift. Post-Series A through PE-backed scale-up. Fifteen to three hundred people. Real ARR, real customers, real commercial complexity.
The pattern is consistent. The product is strong. The team is busy. But priorities multiply faster than execution quality, onboarding feels different every time, expansion happens by accident, and renewal calm hides usage that wouldn't survive a finance review.
If that sounds familiar, we should talk. If it doesn't, we're probably not the right fit yet.
We're not for everyone.
Best fit
Healthtech and dental SaaS, post-product-market-fit, with a leadership team that knows the issue is execution, not ambition.
Wrong fit
Pure consumer health, regulated diagnostics where the bottleneck is reimbursement, or anyone looking for a deck-and-disappear consultancy.
Too early
Pre-revenue or still searching for product-market fit. Come back when the product is proven and the operating system needs to catch up.
06/ THE TEAM
THREE OPERATORS. ONE OPERATING SYSTEM.
Ross Drynan
FOUNDER
Eleven years at the intersection of healthcare and technology. Ross founded WDC because he kept seeing the same pattern: strong healthtech products underperforming because the operating system around them never caught up. His view of the work is shaped by something more personal: four generations of preventable deaths in his family, including his mother's cancer caught too late. The belief: technology should close the gap between knowing and acting, and earlier intervention should be normal, not exceptional. He leads WDC's delivery and IP, and is the key person of influence externally.
Josh Wren
CO-FOUNDER, DELIVERY
Josh runs the delivery engine. Day-to-day client work, operating rhythm, financial discipline. He's the reason WDC engagements feel calm instead of chaotic. Calm, structured, accountable: the operator who turns strategy into something a client team can actually do on a Tuesday.
Clare Levy
PARTNER, BRAND & MARKETING
Twenty-eight years of brand and marketing leadership across international SaaS, B2B and consumer. Clare has led global rebrands, built marketing teams from scratch, run revenue-generating campaigns, and developed thought leadership that wins hearts and minds. In partnership with WDC she helps clients sharpen their positioning, turn strategy into practical action, and make marketing work harder with the resources they already have. The rare mix of exec-level clarity and hands-on delivery: she helps teams cut through the noise, build confidence, and create momentum that lasts.
07/ IN MARKET NOW
WHAT WE'RE BUILDING THIS QUARTER.
We're currently embedded with a leading dental SaaS business on case acceptance, channel partnership rollout, and post-sale architecture. We're shipping a diagnostic tool that turns practice-level data into commercial conversations. We're writing the playbooks the rest of the market hasn't named yet. If you want to see specific work, the next conversation is the right place for it.
07/ QUESTIONS BUYERS ASK
FAQ.
WDC is a GTM and AI company for healthtech businesses. We work with healthcare and dental SaaS companies that have a strong product but commercial drift. We install three things: strategy that executes (the Alignment Spine), sales that earns the right (the Earned Right Framework), and post-sale as a revenue engine (the Narrow Bridge to Value).
No. Consultancies hand over decks and leave. We embed alongside leadership teams and install operating discipline. The work survives the Monday after the offsite. That's the difference.
UK and UK-active healthtech and dental SaaS businesses, post-product-market-fit, typically post-Series A or PE-backed. Fifteen to three hundred people. We work best with leadership teams that know the issue is execution, not ambition.
Rarely. Our IP is sharpest in healthtech because that's where buyer caution, regulatory weight, and clinical workflow create the specific commercial problems we solve. We'll occasionally take adjacent B2B SaaS work if the operating problem matches.
We start with a forty-five-minute diagnostic. If we're a fit, we typically embed for ninety days minimum to install the operating system. From there, retainer or project, depending on the work. We don't take on clients we can't make better.
WDC's strategy and execution operating system. Six pillars: story, direction, standards, focus, boundaries, rhythm. It turns top-down direction into bottom-up execution and is designed for businesses scaling from fifteen to three hundred-plus people.
WDC's diagnostic-led sales methodology. Stages: investigation, probing, implication, education, matching, closing. Core principle: you don't earn the right to sell until you've earned the right to educate, and not until you've truly understood the buyer's risk.
WDC's post-sale operating model. Onboard, adopt, outcome realisation, advocacy. Built for healthcare SaaS, where vendors must prescribe the path to value, create momentum, and verify outcomes. Expansion is not a stage. It's a result.
09/ APPLY TO WORK WITH US
TEN CLIENTS AT A TIME.NOT BY ACCIDENT.
WDC engagements are by invitation. We accept applications from healthtech and healthcare SaaS founders who think we might be a fit. Read what's below honestly. If you recognise yourself, apply. If you don't, don't. We respect both decisions equally.
THE MOMENT YOU'RE PROBABLY IN
You've got product-market fit on paper, signed logos, real revenue, and a team that's busier than it's ever been. And something underneath isn't compounding.
WHAT WE TEND TO SEE
Software shipped. Behaviour didn't change. Revenue grew. The operating discipline didn't.
READ THIS BEFORE YOU APPLY
THIS ISN'T FOR YOU IF.
WDC delivers when the fit is right. When it isn't, both sides feel it inside the first thirty days. The patterns below describe where the work doesn't compound for us, so you can read them and decide before we do.
WHERE WE'RE NOT THE FIT
You're pre-revenue or pre-product.
We work with companies that already have paying customers and a product in the market. If you're still figuring out what to build or who to sell to, talk to a product strategist or an accelerator.
You're sub-£500k ARR.
Our engagement model assumes a commercial team to align, a customer base to learn from, and a P&L that can carry a senior operating partner. Below that, the work doesn't compound. Come back when you're there. We mean it.
You're outside healthtech, healthcare SaaS, or adjacent clinical software.
We've spent eleven years in this market. Our frameworks, our network, and our pattern recognition are healthcare-specific. We're not the right people for fintech, martech, or generic B2B SaaS, however interesting the problem.
You're looking for a single deliverable.
A pitch deck. A website refresh. A one-off workshop. A logo. We don't do project work. If that's the brief, we'll politely point you somewhere better.
You're an agency or consultancy looking to resell our work.
WDC IP is licensable under direct commercial agreement only. We don't sublicense, we don't co-deliver through third parties, and we don't ghostwrite frameworks for other firms to badge.
You're running a pure RFP process.
If we're one of six firms responding to a procurement document, we're already the wrong fit. Our work starts with a diagnostic conversation, not a tender response. If your process can't accommodate that, we'll bow out at the brief stage.
WHERE THE WORK WON'T LAND
You want a consultancy.
Someone to write a strategy, hand it over, and leave. We're not that. We embed, we build alongside your team, and we install operating discipline. There are excellent consultancies who'll do the deck-and-leave version well. We're not one of them.
You want validation, not diagnosis.
If the brief is 'tell us our GTM is right,' we'll politely decline. We diagnose first. Sometimes the diagnosis confirms the plan. Often it doesn't. If you need the answer to be predetermined, we're the wrong room.
You believe the product is the moat.
If your operating belief is that the next feature, the next AI capability, or the next integration will fix commercial drag, we'll disagree publicly and politely. The moat is operating discipline. If that premise is uncomfortable, the engagement won't work.
You want speed over rigour.
We don't sprint to a deliverable to make a board meeting. If the timeline is 'we need a strategy by Friday,' we're not your team. Calm execution beats theatre, and we won't compromise on that.
The founder isn't in the room.
For full engagements, we need the CEO or commercial lead in the work, not just the kick-off. If this is being delegated to a Chief of Staff or a junior team to manage WDC, it won't land. Strategy without the operator is decoration.
RECENT APPLICATIONS WE'VE ACCEPTED
- AI scale-up, London.
- PE-backed organisation moving into SaaS.
- Proof-of-concept stage with funding.
APPLY TO WORK WITH US.
Engagements are minimum ninety days. Healthcare and healthtech only. Founder or commercial lead must be in the room.