We help healthcare companies prove what actually repeats before they scale.
Operator-led commercial readiness for healthcare and healthcare-adjacent companies selling into regulated buyers. We tighten the buyer path, reduce friction, and support live opportunities so leadership can see what works before adding headcount or deploying more capital.
Most growth-stage healthcare companies don't stall because the product is weak.
They stall because the commercial motion — the buyer path, the channel ownership, the governance that makes results repeatable — was never built. The product resonates. The channel exists. But the system that runs it doesn't.
Which path describes your situation?
RHCA works in two distinct commercial contexts. Both require operator-level experience that most advisors don't have.
You sell through intermediaries.
Brokers, consultants, TPAs, or platforms. Revenue is real but the channel isn't compounding. The motion that runs it was never built.
- Channel ownership model installed
- Buyer path mapped and tightened
- Governance and feedback loops in place
- Repeatable motion ready to hand off
You're selling to or through a health plan.
The opportunity is real but the path to a health plan decision is opaque. You need someone who has been on the other side of that table.
- Health plan buyer path decoded
- Contracting and partnership strategy
- Value-based care and network economics
- Live deal support and negotiation prep
Not strategy. Not a deck. Operator-level work on the commercial motion.
RHCA works embedded — alongside the founder and the team — on the three things that determine whether a commercial motion compounds or stalls.
A strong sales hire activates a motion that already exists.
Without the underlying system — the channel ownership model, the governance, the plays that run without the founder — the hire is working harder than the infrastructure supports.
The channel stays dependent on relationships instead of compounding on process. The forecast stays unpredictable. The board keeps asking the same question.
This engagement installs the motion first. The hire — or the repositioned internal owner — lands in a system that's ready to run.
Lands in a system that's ready to run — not building it on the job.
Has a proven motion to execute and a playbook to follow.
Built on documented process, not on founder relationships.
Charles L. Ritz
Operator & Advisor · Commercial Operating Systems · Healthcare & Benefits
20+ years of executive leadership at Humana and BCBS — accountable for the full business as President and P&L owner. Led market, regional, and enterprise sales, product, marketing, provider contracting, value-based care, and talent.
His career has been defined by one pattern: being pulled into complex, high-stakes situations where the opportunity was real but performance was inconsistent. The work was always the same — install the operating model and make results predictable.
Full background & board availability →If the channel exists but the motion doesn't, this is the conversation.
A 30-minute call to determine whether RHCA can move the needle for your business. No pitch. No deck. A direct conversation about where you are and what's in the way.