Athrú — Irish for Change
Strategy that builds.
Results that
endure.
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
Transformation 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, 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 bloated consulting teams. No playbooks that don't fit. Just a seasoned operator who has fixed, grown and exited businesses like yours — and knows what actually works at the intersection of healthcare, technology, and human change.
Product-Market Fit
Translating 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 architecture to grow without breaking. The playbook changes at every stage — 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 decision-making muscle that let great 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 product-market fit barrier, rapidly grow revenue, and deliver on the original vision of productizing clinical and operational insights for health systems. Aligned investors and founders, built the team, taught productization principles, developed revenue model, and the acquisition story — then negotiated a sale creating a win/win for the investors and 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 become #2 in market share before executing a strategic sale to Press Ganey at a premium multiple while maintaining full operational performance through close.
PX divestiture
Turnaround · Workforce Learning
Reversed Two Years of Flat 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 — converting at-risk accounts among 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 requires 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 to exceed the expectations of customers, founders, & investors, and navigated every stage of the growth curve from early concept to enterprise integration to successful exit.
His operating history spans patient experience, clinical quality, workforce learning, predictive analytics, and healthcare data infrastructure to enable A.I. value — pattern recognition across the full stack of health technology that is genuinely rare in a single operator.
He is not a consultant who studied turnarounds. He is an operator who ran them — with his own name on the line, his own team in the room, and a belief that together, people and technology can solve big problems in healthcare. The companies he works with get results because he treats their business like his own. Because he is committed to grow people and make a difference in healthcare.
How We Engage
Right-sized for what
you actually need.
Athrú is not a consulting firm. There is no junior team, no A.I. 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 engagement 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
Mikhal Ventures — Working with a venture portfolio incubating disruptors in healthcare quality analytics, focused on democratizing data and insights direct to consumers and providers — removing payers and health systems as intermediaries of clinical truth.
Advisory Board Member
UV Concepts — Strategic advisor to a healthcare technology innovator using UV light to eliminate hospital-acquired infections. A measurable, scalable solution 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 will be worth your time.