StartUp Health community member Richard Hanbury of Sana Health shares one of the most important lessons he learned on the path to regulatory approval: medical credibility is not a single hurdle, it is a ladder.

In this Moonshot Moment, Hanbury explains why early-stage founders often fail by chasing grants, large trials, or institutional validation too soon, and how real progress comes from gathering the simplest, fastest proof points first, then building toward more rigorous evidence over time.

He also breaks down the tradeoffs between consumer and regulated healthcare pathways, and why solving real medical problems requires committing to evidence, even when it is harder and slower.

A must-watch for founders building in health, biotech, and medtech.

🪜 Credibility as a Ladder: Early-stage founders should view credibility incrementally, starting with small, simple data before progressing to full clinical trials leading to FDA approval.

💊 First Audiovisual Neuromodulation Approval: Sana Health achieved first regulatory approval worldwide for neuropathic pain, surpassing standard drug therapies like Lyrica and gabapentinoids, which have major side effects.

📊 Strategic Proof Gathering: Pursuing grants or high-level studies too early can waste resources; sequential evidence building is key to establishing credibility.

⚖️ Medical vs Consumer Path: If a product works well and can be proven, the medical path is preferred. If effectiveness is limited but marketing-savvy, consumer-focused approaches may be better.

💰 Out-of-Pocket Market Insight: Products succeed in direct payment markets when they do not threaten users’ earning ability, e.g., LASIK, hearing aids, fertility treatments.