International Surgical Collaboration Platform

The platform had developed a robust cloud-based 'Operating System for the Intelligent OR'—connecting surgeons through real-time video, augmented reality, and procedural analytics. With strong traction in global markets, the executive team sought to:

• Align product capabilities with U.S. health system requirements.
• Define a scalable U.S. commercial model, including pricing, KPIs, and integration pathways.
• Refine messaging to differentiate from telepresence and robotic surgery incumbents.
• Build internal alignment and readiness for enterprise RFPs and pilot deployments.

Asbury delivered strategic advising, working closely with the platform's leadership across strategic, product, and commercial domains:

• Executive Strategy Sessions: Quarterly engagements with the CEO and CFO shaped priorities around U.S. growth, roadmap dependencies, and organizational design.
• Product Vision Mapping: Translated clinical use cases—remote mentorship, procedural data sharing, training optimization—into a cohesive product narrative.
• U.S. Go-to-Market Strategy: Advised on GTM framework tailored to U.S. health systems, including segmentation, value props by persona, procurement dynamics, and ROI modeling.
• Commercial Tooling & RFP Advisory: Supported the platform in preparing its first U.S.-oriented RFP responses with structured messaging and performance benchmarks.

The multi-year collaboration delivered improved strategic and operational readiness that positioned the platform for U.S. expansion:

• Strengthened board and investor confidence in commercial trajectory and product-market fit.
• Advised on scalable GTM playbook now used across subsequent U.S. pursuits.
• Enhanced executive clarity on U.S. health system buying cycles and innovation pathways.
• Evolved the product roadmap with features aligned to enterprise training, outcomes measurement, and operational throughput.