Closing HealthTech Deals: How to Survive the 18-Month B2B Sales Cycle
27 November 2025
For HealthTech startups, the 18-month sales cycle isn’t a worst-case scenario; it’s often the norm. This reality is one of the biggest challenges founders face. You might have the best device or the smartest AI, but until you understand the unique inertia of the B2B healthcare environment, your pipeline will constantly stall.
This piece, part of Thaver’s series on ‘Building a BD Engine’, reflects on how to not just endure, but effectively manage, this lengthy process.
The Two Forces Driving the Long Cycle
Why does it take so long? It boils down to two non-negotiable forces: Risk Aversion and the Consensus Committee.
Why Healthcare Buyers are Risk-averse
Just to give you an example, a single NHS trust may take 6–9 months to complete DPIA, InfoSec, and integration readiness reviews.
Every stage, from IT integration to security audits (like HIPAA/GDPR checks) to clinical validation, is designed to de-risk the decision. Your job is not to rush this process, but to front-load the risk mitigation. You must provide clear answers, documentation, and validation before they even ask.
(If compliance preparation slows your deals, our BD Strategy & Execution service supports validation and documentation readiness)
Diagram: The 5 Stakeholders Who Control Every HealthTech Deal
Each requires a distinct, specialised value proposition to sign off. The sales cycle is simply the time it takes for your champion to gather consensus from all five.
Mastering the ‘Middle Game’
Most startups ace the initial pitch (the ‘opening game’) but fail in the ‘middle game’ – the 12 to 15 months between the first demo and the final contract signing.
Survival in this phase requires a disciplined approach, not just heroic effort:
If the pilot lacks clear, agreed-upon data points, it will yield inconclusive results and die.
Continuously reframe your value in terms of financial or operational outcomes relevant to the stakeholder you are speaking to.
Turning Survival into Scalability
Navigating these complex, multi-year deals requires more than just luck or talented individual salespeople; it requires a repeatable, documented framework.
Startups often struggle to apply the same strategic rigor to sales that they apply to product development.
Developing this structured approach – one that clearly maps the stakeholder journey, manages complex pilots, and maintains momentum – is essential for transforming a promising startup into a sustainable enterprise.
This is the foundation of a Building a BD Engine framework.
If managing this strategic complexity feels like a distraction from your core mission, it may be time to seek external expertise. This is where our BD Strategy & Execution frameworks help teams shorten cycles and establish repeatable commercial motion.
Thaver enables businesses to achieve ambitious growth and market penetration goals by helping them translate strategy into measurable action, streamline execution processes, and ensure effective resource deployment.
Our core offering, Business Development Strategy & Execution, provides the dedicated framework and hands-on support needed to open new markets, secure key accounts, and accelerate your path to sustained commercial success.
Contact us here to discuss your business.
