WHO WE ARE
We design and execute hospital-ready go-to-market systems for regulated MedTech and AI healthcare companies selling into hospitals and systems of any shape and size.
Our work sits in the most failure-prone phase of MedTech commercialization: the space between FDA clearance and repeatable revenue.
This includes:
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U.S. go-to-market design and launch sequencing
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Hospital sales motion and pilot-to-contract conversion
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Pricing, packaging, and reimbursement positioning
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Buying-committee mapping across clinical, administrative, IT, legal, and finance stakeholders
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Commercial readiness and early revenue execution
ABOUT THE FOUNDER
ROBERT LAW
FOUNDER, GTM GURU
For more than a decade, I have lived at the intersection of surgery, technology, and business strategy - helping bring cutting edge medical innovations from concept to operating room. My career spans surgical robotics, implantable devices, and AI-powered targeting platforms, where I've led commercialization, clinical adoption, and partnerships across major U.S. health systems.
I founded Metamorph to solve a growing problem I saw firsthand: groundbreaking MedTech startups entering the U.S. without the strategy, relationships, or context to thrive. My mission is simple - to help founders make smart, intentional, and impactful moves that lead to long term commercial success.
I earned my Executive MBA from Northwestern’s Kellogg School of Management, where my focus on healthcare strategy, operations, and economics shaped the foundations of Metamorph.
Outside of work, I lives in Florida with my wife, Jenna, three daughters, and two large Great Danoodles, where I balances family activities, woodworking, and the occasional round of golf.
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TECHNOLOGY EXPERIENCE
Surgical Robotics
AI & SaMD Technology
Implants & Instrumentation
Diagnostic Equipment
SPECIALTIES
Neurosurgery/Neurology
Spine
Orthopedics
Otolaryngology
Urology
EXPLORE OUR SOLUTIONS
Most MedTech and AI-health companies don’t fail because the product doesn’t work.
They fail because the commercialization system was never built to survive hospital reality.
We help founders and global teams turn regulatory clearance into scalable U.S. revenue by engineering hospital-ready go-to-market systems that convert pilots into contracts.
U.S. Market Entry & Go-To-Market Strategy
Design a hospital-ready commercialization roadmap that turns FDA clearance into first revenue. We define your ICP, segment the market, map buying committees, and build the sales motion required to win enterprise health systems — not just early interest.
Hospital Commercialization
Hospitals don’t buy innovation. They buy risk-reduced outcomes. We engineer the pathway through value analysis, IT security, legal, procurement, and IDN rollouts so your technology survives real-world hospital buying processes.
Pricing, Reimbursement, & Health Economics
Clinical value must translate into financial logic. We build CFO-grade ROI models, reimbursement positioning, bundled pricing strategies, and enterprise agreements that align with CPT, DRG, and hospital margin realities.
KOL, Clinical Adoption, & Evidence Strategy
Adoption starts inside the OR, but it scales through influence. We identify and activate clinical champions, structure pilots that generate defensible evidence, and convert early believers into reference accounts that drive revenue.
Strategic Partnerships & Business Development
The right partner can compress years of growth into months. But finding the right fit, structuring the deal, and making it stick is harder than it looks. I help you identify, evaluate, and close partnerships that actually move the needle.
Commercial Team Design & Hiring Strategy
Building a commercial team in medtech requires sequencing decisions most founders get wrong. I help you define the right roles for your stage across sales, clinical support, and marketing, identify what great looks like in each seat, and design incentive structures that drive the outcomes you actually need.
PAST EMPLOYERS & CLIENTS
Treating every client like a long-term partner.
The Perfect Customer Experience
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Poul Gingere
bennertik inc
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Adam Barne
Eternet
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Artomorrow