Why making your value understandable is a leadership responsibility By Erika Rosenthal | Novastrat Growth | 9 minute read Your offering may be valuable, yet prospects still struggle to understand...
The Work We Leave the Buyer to Do
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Erika Rosenthal
The Founder-Led Healthcare Company’s Guide to Knowing if Marketing Is Working
By Erika Rosenthal, Novastrat Growth July 20, 2026 | Word count: 1,580 | Reading time: 7 minutes Most founder-led healthcare companies never get a straight answer to the question that matters most:...
The Hidden Cost of Complex Medical Device Messaging
By Erika Rosenthal, Novastrat Growth | Reading time: 17 minutes Why brilliant science often loses commercial momentum, and how healthcare leaders can restore clarity without sacrificing clinical...
Why Medspa Marketing Fails After Location Three
By Erika Rosenthal, Novastrat Growth | Word count: 1,780 | Reading time: 8 minutes There is a specific point in medspa and wellness growth where marketing that worked beautifully stops working, and...
When to Hire Your First CMO And When Fractional Beats Full-Time
By Erika Rosenthal, Novastrat Growth Word count: 1,560 | Reading time: 7 minutes Most healthcare companies don't ask "should we hire a CMO" at the right time. They ask it after the symptoms have...
Marketing Medical Devices to Hospital Value Analysis Committees
Marketing Medical Devices to Hospital Value Analysis Committees: What Moves the Decision A medical device company can have superior clinical data, a compelling price, and a physician champion who...
Marketing Problem or Marketing System Problem?
Think You Have a Marketing Problem? It’s Likely a Marketing System Problem. Here’s the pattern almost every healthcare company falls into. Marketing spend goes up. A new agency gets hired. A...
Healthcare Expansion Playbook for Mid-Market Health Companies
The jump from one location to many is not a linear process. It is an organizational redesign. Many healthcare CEOs learn that the hard way. This is the healthcare expansion playbook that lets you...