Well Purposed. The commercial case for a healthier world.

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Well Purposed. The commercial case for a healthier world

The fortnightly letter on health systems, economics, and what it actually takes to build and scale in HealthTech - read by 7,500 founders, investors, and operators.

Tags: commercial diagnostic

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The Second Contract Problem

A founder I spoke to last month had just signed their biggest contract. Six figures, eighteen months in the making. I asked what the second one looked like. There wasn't one, and there wasn't a route to one either. That comes up in many commercial diagnostics I run. The first contract has a p...

Sep 15, 2026 commercial diagnostic go to market scaleup

Well Purposed. The commercial case for a healthier world

The fortnightly letter on health systems, economics, and what it actually takes to build and scale in HealthTech - read by 7,500 founders, investors, and operators.

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