What I'm about
Craig Hankins is the Principal Consultant and Founder of Besserhealth LLC. Recognized by Employee Benefit News as an industry-leading thinker and winner of an Appy Award for his UnitedHealthcare work, Craig has grown every solution he's managed—including leading UnitedHealthcare's industry-leading Definity consumer-driven health plans, mobile apps and diabetes programs. Since leaving UnitedHealthcare, Craig has helped a range of digital health solutions, from pre-seed stage to large corporate players, position their products for growth.
His unique methodology combines proven business frameworks with cutting-edge AI tools to deliver strategic insights in days rather than months. When healthcare innovators need to prove product-market fit or prepare for their next funding round, they turn to Craig for the strategic clarity that transforms potential into measurable results.
My values
1. Internal-External Alignment
We believe that true healthcare product-market-fit requires rigorous validation across all commercial pillars—go to market, product, operations and payment. We never assume alignment exists; we systematically evaluate it and improve it.
2. Evidence-Based Growth
Every recommendation we make is grounded in data, financial modeling, and proven methodologies. We quantify value, measure outcomes, and optimize based on evidence—not intuition or industry trends.
3. Fair Value Capture
Healthcare innovators deserve to capture a fair share of the value they create. We're committed to helping companies achieve sustainable profitability while ensuring their solutions remain accessible to those who need them most.
4. Accelerated Impact
Time matters in healthcare. We use established methodologies applied through AI to deliver strategic insights in days rather than months, helping you resolve issues faster.
5. Courageous Truth-Telling
We ask the hard questions and deliver honest assessments. Whether it's challenging assumptions about product-market fit or revealing uncomfortable truths about reimbursement reality, we provide the clarity leaders need to make informed decisions.
