I'm joined by Brett Jansen, Founder & CEO at HealthTech House, as we explore how AI is transforming go-to-market strategy for medtech startups, why the one-person growth team is becoming reality, and lessons from taking Butterfly Network's handheld ultrasound to market.
From Gym Receptionist to MedTech Growth Leader
→ Brett started as a facilities coordinator at Cerner's gym before executives recruited her into sales, launching a 16-year career across healthcare sales, strategy, and consulting
→ After VP roles at Butterfly Network and CGO at Heartbeat Health, she walked away from W-2 employment entirely. AI gave her the tools to build two successful solo businesses
→ She now hits over $100K per month without sending a single outbound message in 18 months, building entirely through LinkedIn content and inbound demand
AI Turned One Person Into an Entire Commercial Team
→ Brett uses AI to replace what would require a full marketing, copywriting, and social media team, delivering go-to-market services at a fraction of traditional agency costs
→ Her core stack: Claude for deep work and decks, Granola for meeting transcription, GenSpark for rapid content. She built 16 pitch decks on a single flight to JP Morgan Health
→ Claude Opus eliminated her need for a deck designer after it perfectly recreated slides from screenshots
Butterfly Network: Cracking Go-to-Market for Handheld Ultrasound
→ Butterfly was selling $2,000 probes direct-to-consumer when Brett came in to build a B2B enterprise sales motion from scratch
→ The biggest unlock: selling in bulk to medical residency programs with 500-600 students graduating at any given time
→ They productized software alongside the probe, creating named use-case programs with education, wraparound software, and Epic integration
Why Adoption Kills More Deals Than Product Quality
→ Butterfly's biggest enterprise barrier wasn't the tech. It was adoption. Hundreds of probes sent to ED physicians went unused
→ The fix: wrap education into deployment itself, building clinical use case playbooks like FAST protocols for emergency departments
→ The strongest sales rep was a former ultrasound tech doing show-and-tell in hospitals. Clinical credibility beat software sales experience every time
AI Literacy Is the New Competitive Moat
→ Brett teaches the CRTO formula (Context, Role, Task, Output) as the foundation for any AI prompt
→ Most companies wanting AI transformation can't define what good work looks like, meaning any AI deployment is doomed from the start
→ Start with "how do I transform what Monday morning looks like" and identify specific bottlenecks before scaling
The AI Arbitrage Window Is Closing
→ Sales reps who learn AI now will secure their jobs for the next 10 years. Those who don't get left behind
→ Brett used Claude to role-play her speaking panel after Barbara Corcoran. By the time she arrived, she didn't need her note cards
Best Quotes:
"Do I need to outsource this, or can I build this with AI? I'm delegating it out to my army of agents."
"I used Claude to role play with me in the car on the drive down. By the time I got there, I didn't need my note cards. I was cool as a cucumber."
"Those that get curious about AI and start creating their own ecosystem of how to do what they're really good at with AI, you're going to secure your job for the next 10 years."
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HealthTech House Website - https://www.healthtechhouse.com
Episode Timestamps:
0:00 - Introduction to Brett Jansen and HealthTech House
3:16 - From Gym Receptionist to Healthcare Sales Leader
5:06 - How AI Enabled Two Solo Businesses Without a W-2
10:22 - One-Size-Fits-All AI Is a Trap
25:04 - Butterfly Network: Building B2B From D2C
31:52 - Adoption Is the Real Enterprise Sales Barrier
42:00 - Career Advice: Using AI to Plan Your Next Move
51:15 - The CRTO Formula for Effective AI Prompting
53:00 - Top 3 AI Tools: Claude, Granola, GenSpark
1:00:37 - Go-to-Market Cohort: 6-Week AI Growth Operating System