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Bringing Products to Life in Health & Technology

What is Ivy Tree Advisors?


We are a network consultancy of 30+ consultants from the world's top companies and successful health ventures who possess deep expertise and a successful track record.  We routinely perform and execute market entry strategy, commercialization, and product launch for both health tech ventures and large established organizations seeking to innovate and grow. 

We help drive traction for innovative products in pharmaceuticals, health tech, and technology. Exceptional results come from smart product planning and execution tailored to your market.

"The future is already here.  It's just not evenly distributed." - William Gibson

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Primary Services


Market Strategy

Differentiate Your Product
to Win in the Market

How can we use our advantages to win in the market place? Which market segments should we pursue?  Through customer research, market landscape, and competitive strategy, we have answered these questions in technology, big data, mobile health, providers, patients, pharmaceuticals, insurers, diagnostics, and life science tools companies.



Set Up Your Key Partnerships, New Clients & Business Model

What product offering resonates most with our target customers?  What business model best allows us to penetrate the market and flex as we scale?  Who should be our first clients or partnerships?  We examine what organizations are doing to stay relevant and competitive.  We then strategize using customer feedback, market data, and modeling in order to understand the implications of every choice our clients can make.


Product Launch

Take Your Product from Concept to Customers with Confidence

Need help planning and managing the launch of your product? Trying to coordinate multiple vendors or internal teams? Let us guide you. Any organization can move forward with small incremental changes, but building for the future in today’s rapidly evolving environment means making sound decisions, followed up with great execution.

Detailed Summary of Services


In addition to being well-rounded business executives, our consultants are also functional specialists in the areas of

  • Market landscape / ecosystem

  • Go-to-market strategy

  • Identification/formation of first client partnerships (business development "0 to 1")

  • P&L forecasting for new business / products

  • Product strategy

  • Product launch / project management

  • Advising for CEOs and Chief Commercial Officers


We have experience in the following disease contexts:

  • Cardiovascular / Metabolic

  • Neuroscience / Neurodegeneration / Central Nervous System (CNS)

  • Inflammation and Pain

  • Musculoskeletal (MSK)

  • Mental Health, Psychiatry, Psychology

  • Oncology

  • Rare Diseases


Care Contexts:

  • Pharma Commercial / Marketing / In-Line Products

  • Clinical Trials and Commercial Development

  • Consumer/Patient-facing Technology

  • Payer

  • Provider

  • Health Systems

  • Medical Device

  • Data and Artificial Intelligence


Examples of Key Business Questions


For Ventures

  • What is the market landscape and ecosystem of competitors, partners, and clients?

  • What is the business model I should pursue in this new market segment?

  • What is the minimum viable product that is also sustainably differentiated?

  • What do prospective clients need and what are they willing to pay for my products?

  • Who are the top clients and how should I prioritize, sequence, and pursue them?

  • Which market should I focus on (e.g. pharma, payer, provider, consumer, etc)?

  • What is the sequence, timeline, and pace of revenue and operations scaling?

  • What team members do I need to staff to execute on my opportunities?


For Large Organizations

  • Who are the leading and most appropriate innovation partners and vendors to achieve our goals?

  • What is the state-of-the-art care model, business model, or technology approach to win in the marketplace?

  • How do I retain institutional knowledge and competitive advantage from our innovation initiatives?

  • How do we scale innovation after a successful pilot?

  • How should we structure our first and follow on contracts with leading service vendors?

  • How can we differentiate our total solution versus competitors?

  • How do we build internal capabilities, upskill the organization, and make the business case for innovation?

Who we help


Ventures:  Our venture clients are typically VC-backed Series A and B companies seeking to break into new markets such as pharma or payer/provider.  Products have included

  • FDA approved devices,

  • diagnostics,

  • enterprise SaaS,

  • patient-facing consumer technology,

  • virtual care, telehealth,

  • remote patient monitoring,

  • data/analytics, and

  • artificial intelligence. 


Large Organizations:  Our large, mature clients are the world's most well known research, innovation, client service companies, and brands globally.  These include

  • large pharmas,

  • biotechs,

  • payers,

  • providers,

  • health systems,

  • medical device, and

  • technology companies.


Geographies: We work with US and global ventures. 40% of our work is with companies and clients outside the US.​

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Get in Touch

Ivy Tree Advisors

Boston, Massachusetts

United States

1-617-917-4IVY (-4489)

To book time for an introductory call, click here.

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Jonathan Olsen, Managing Director

Jonathan's work focuses on commercial leadership, product planning, and partnership development for both name-brand and new ventures in pharmaceuticals and health technology. Jonathan has 20 years of experience in pharma, health, and technology in global Fortune 50 and high growth companies.  Over the course of his career, Jonathan has contributed to product planning efforts for Cancer (Ibrance®, Xalkori®, and Bavencio®), MS (Mavenclad®), Diabetes (Steglatro®), and Rare Disease CV MET (Tegsedi®) among others.

He began his career at Deloitte Consulting in Life Science & Healthcare, where he performed innovation strategy, sales channel strategy, and product portfolio strategy.  At BioInformatics LLC, Jonathan spearheaded a successful turnaround of sales and marketing by rebranding the product portfolio. Jonathan was also President of MyCauseTV, a social marketing platform that for advocacy organizations, whose IP was acquired by (formerly Facebook Causes) in 2012.

Jonathan joined Pfizer's post-MBA Rotational Leadership Program, allowing him to serve as an internal consultant across 6 divisions and 9 projects heavy in strategic planning, commercial development, and digital strategy. As Director of Business Development at PatientsLikeMe, he launched the company's first patient data + genomics R&D collaboration with a global pharma. As Chief Commercial Officer at Cloud 9 Psych, a behavioral tele-health venture, Jonathan led the team to expand within Community Health Clinics and to start a new service for First Responders.

Jonathan is a graduate of Stanford University in Human Biology and founded Stanford Scientific Magazine. He graduated with an MBA and high honors from New York University’s Stern School of Business on a UPS Scholarship. He is a Venture Partner and Investor with NextGen Venture Partners. In his free time, he teaches a weekly yoga class as a volunteer instructor in Boston.

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