Athrú, Irish for Change
Strategy that builds.
Results that
last.
For founders, operators, and investors building healthcare technology companies that solve real problems, not slide decks about solving them.
"You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete." - R. Buckminster Fuller
What We Do
Change is hard.
In Healthcare, it can seem impossible.
Most health tech companies have the right idea and the wrong engine. The product works in the demo. The market is real. But somewhere between concept and scale, something breaks: the go-to-market, the team structure, the product-market fit, or the story investors need to hear.
That's the gap Athrú closes. We work with founders building disruptive healthcare technology, operators scaling into their next phase, and investors who need their portfolio companies to perform, not just promise.
No junior consulting teams. No playbooks that don't fit. Just a seasoned operator who has fixed, grown, and exited businesses like yours, and who knows what works at the intersection of healthcare, technology, and people.
Product-Market Fit
Turning strong technology into commercial reality. Defining the buyer, sharpening the message, building the evidence base, and creating the repeatable motion that turns pilots into contracts.
Hyper-Scale Growth
Building the systems, team structures, and revenue model to grow without breaking. The playbook changes at every stage, and most leadership teams don't see it coming until it's already costing them.
Operating Infrastructure
Building management teams and structures that execute without the founder in every room. Accountability systems, talent frameworks, and the decision-making muscle that lets companies scale.
Exit & Integration
Whether preparing for acquisition or integrating one, the details that matter most are rarely on the term sheet. Two exits. Two integrations. Proof on both sides of the table.
Track Record
The work speaks.
Three chapters.
Investor Exit · Healthcare Analytics
Grew a Predictive Analytics Company from Concept to Sought-After Asset. Sold It at 12× Revenue.
Took over Perception Health to diagnose the product-market fit barrier, grow revenue quickly, and deliver on the original vision: productizing clinical and operational insights for health systems. Got investors and founders on the same page, built the team, taught productization principles, developed the revenue model and the acquisition story, then negotiated a sale that worked for both the investors and the founders.
at acquisition
Divestiture · Patient Experience
Rebuilt a Fragmented Division. Divested It at 2× Revenue to the Market Leader.
Inherited a patient experience division: three acquisitions that had never become an integrated business. Led product consolidation, SaaS transformation, and cultural change to reach #2 in market share, then sold the division to Press Ganey at a premium multiple while holding operational performance steady through close.
PX divestiture
Turnaround · Workforce Learning
Reversed Two Years of Negative Growth. Delivered 11% Revenue Lift in 18 Months.
Returned to HealthStream to lead its LMS division turnaround. Consolidated three business units, rebuilt the customer model, restructured leadership, and grew the flagship product from 2.4M to 3.0M subscribers. Converted at-risk accounts among the top 10 U.S. health systems by NPR into reference relationships.
from $66.7M baseline
About
Gregg Loughman, Founder, Athrú Consulting LLC · Nashville, Tennessee
Built different.
On purpose.
Athrú is Irish for change. The name is intentional: a nod to heritage, and to a 25-year career built on the belief that real transformation takes more than a framework and a presentation.
Gregg Loughman has done the thing most advisors only describe. He has inherited broken businesses and fixed them, built management teams from scratch, grown companies past what customers, founders, and investors expected, and worked every stage of the growth curve from early concept to enterprise integration to exit.
His operating history covers patient experience, clinical quality, workforce learning, predictive analytics, and the healthcare data infrastructure behind A.I. It's pattern recognition across the full stack of health technology that few single operators have.
He isn't a consultant who studied turnarounds. He's an operator who ran them, with his own name on the line, his own team in the room, and a belief that people and technology together can solve big problems in healthcare. The companies he works with get results because he treats their business like his own, and because he's committed to growing people and making a difference in healthcare.
How We Engage
Right-sized for what
you actually need.
Athrú isn't a consulting firm. There's no junior team, no deliverable factory, no engagement designed to generate the next engagement. You get direct access to a seasoned operator, and an honest conversation about whether we're the right fit before we start.
Fractional CSO / Executive
Embedded strategic leadership without full-time overhead. Strategy, productization, go-to-market, and organizational design, working directly with your team week to week.
Best fit: Series A–C health tech in scale and grow phase
Advisory Board
Structured advisory for founders and boards who need pattern recognition, network access, and honest challenge on strategy, product-market fit, and execution readiness.
Best fit: Growth-stage companies preparing for a raise or exit
Strategic Projects
Defined-scope engagements for a specific problem: market entry, PMF validation, M&A preparation, integration planning, or turnaround design. Clear output. Fixed timeline.
Best fit: Operators at a critical inflection point
Investor Partnership
Portfolio support for PE and VC funds with healthcare technology holdings. Operating assessment, leadership evaluation, and hands-on work with companies that need more than capital or fiduciary guidance.
Best fit: Healthcare-focused PE/VC funds
Current Engagements
Active in the market.
Fractional Chief Strategy Officer
Working with a Venture Studio incubating disruptors in healthcare quality analytics, focused on democratizing data and insights direct to consumers and providers, without payers and health systems in the middle as gatekeepers of clinical truth.
Advisory Board Member
UV Concepts. Strategic advisor to a healthcare technology company using UV light to eliminate hospital-acquired infections: a measurable, scalable answer to one of healthcare's most persistent and costly quality problems.
Let's Talk
If you're building something worth growing, let's find out if we're a fit.
Athrú takes a limited number of engagements at any time. That's not a sales line. It's how we protect the quality of the work and the relationships built doing it.
If you're a founder scaling into your next phase, an operator hitting the ceiling, or an investor with a portfolio company that needs a different kind of support, reach out. The first conversation is free, and it'll be worth your time.