Pitch First, Pilot Later: What Startups Want From Partnerships

HealthTech startups are clear about what they need most from partnerships, and it’s not just mentorship.

In the race to scale HealthTech innovations, no startup succeeds in a vacuum. From fundraising to pilot programs, commercial traction to co-development, the path to market is increasingly shaped by who you work with, not just what you build.

According to the R2GConnect HealthTech Startup Nation Report (April 2025), the message is loud and clear: startups want strategic partners that can help them fund, validate, and commercialize their solutions, ideally all at once.

So what are HealthTech startups really after in a partner? And what does that mean for investors, hospitals, accelerators, and service providers looking to stay relevant?

Let’s break down what the data reveals.

Capital Comes First. Sales Channels Close Behind.

Ask startups what they’re looking for, and two themes dominate: capital and customers.

• Funding: 72% of HealthTech companies globally are actively seeking investment partnerships.
• Commercial partnerships: 72% are pursuing partners who can help with sales, distribution, or market expansion.

That’s not a coincidence, it’s a business model. Validation and revenue beat vanity metrics every time.

Global ranking of partnership priorities:

• Funding – 72%
• Commercial partnerships – 72%
• Pilot programs – 47%
• Co-development – 44%
• Acceleration/incubation – 40%
• Pitch competitions – 35%

Translation: before founders chase brand clout, they’re chasing traction.

Funding Partnerships ≠ Writing Checks

While “funding” may seem like a generic ask, it encompasses a specific type of relationship. Startups aren’t just looking for a check, they’re looking for aligned capital partners who can open doors and validate their business model.

Across all regions, funding-related partnerships dominate:

• Global: 72%
• EU: 72%
• US: 74%
• Rest of the World: 70%

But unlike traditional venture capital, these funding partnerships often come with a strategic edge. Startups are just as likely to seek support from hospitals, insurance providers, or digital health companies who can also serve as commercial partners.

That’s where the opportunity lies for institutional stakeholders: be more than just a source of funds. Be a validation partner.

Investors: Bring More Than Capital

HealthTech startups need more than cash, they need catalysts. The ones who win this game are those who help navigate regulatory landmines and connect founders to hospitals, payers, and pilot customers.

How to get ahead:

• Position yourself as a connector. Link startups to clinical sites, regulatory experts, and pilot customers.
• Co-invest alongside healthcare corporates to amplify validation.
• Support commercialization strategies—not just product development.

In return, you’ll see stronger deal flow, more accurate market traction indicators, and higher follow-on funding potential.

Hospitals: Be the Testbed, Not Just the Judge

Hospitals are in a unique position to offer what most HealthTech companies can’t buy off the shelf: real-world testing environments.

The report shows:

• 47% of startups globally seek pilot partnerships—with the EU (47%) and US (48%) leading the demand.
• 44% are looking for co-development opportunities.
• Hospitals rank among the most sought-after partner types worldwide.

This presents a major opportunity:

• Be a first customer, not just a clinical advisor.
• Offer structured pilot programs that help startups gather real-world data and user feedback.
• Streamline the path from pilot to procurement to give companies a reason to stay post-validation.

To learn more, you can read the interview with Denny Chakkalakal, Head of Operations at CEED, on “How Hospitals Can Turn Clinical Expertise into Revenue with a Consulting Unit.”

Digital Health Companies: Your Rails Are Their Runway

Legacy digital health firms have something startups can’t build fast: reach.
With 72% of startups chasing commercial partnerships and 57% specifically eyeing digital health firms, the message is clear: help them scale.

Best moves:

• Offer bundling and white-labeled sales opportunities.
• Provide integration support (APIs, SDKs).
• Explore co-offering and distribution partnerships.

You’ll gain low-risk innovation and a front-row seat to acquisition targets.

Accelerators: Less Coaching, More Connecting

Accelerators are still in demand, 40% of startups want in. But the bar has been raised.

Today’s founders want:

• Fundraising intros with teeth (term sheets, not talks).
• Access to health systems and payers.
• Product-market fit testing through real users.

The fix? Turn your program into a launchpad:

• Broker commercial and clinical partnerships.
• Support certification and reimbursement pathways.
• Move from mentorship to outcome delivery.

Startups aren’t looking for classrooms, they’re looking for traction.

Geographic Trends: Same Playbook, Different Volumes

While the top partnership asks are consistent across regions, local flavors remain:

• EU: Heavier focus on pilots and lead generation.
• US: Strong emphasis on commercialization and provider access.
• RoW: Funding remains the top ask, with added focus on incubation and market entry.

Everywhere, though, funding + commercialization is the leading combo.

The Takeaway: In HealthTech, Partnerships = Product-Market Fit

Startups don’t want pep talks they want proof points. And they’re betting on partners who can help them validate, iterate, and scale.

If you’re an investor, provider, accelerator, or digital health firm, here’s what matters most:

• Funding + Validation: Strategic capital from credible industry names
• Commercial Traction: Distribution, bundling, and GTM support
• Real-World Testing: Pilot programs and clinical co-development

Startups aren’t just looking for a partner. They’re looking for a multiplier.

Ready to meet them? Join the R2GConnect platform and connect with over 8,700 HealthTech companies actively looking for their next clinical, commercial, and capital partners.