Marketware

Deal Snapshot

Company: Marketware, Inc.

Website: marketware.com

Sector / Category: Healthcare relationship management and analytics software (PRM/CRM, recruitment, onboarding, dashboards)

Headquarters: Sandy, Utah, USA

Founded: 2014

Investor: Frazier VC

Investment Vehicle: Fund II, Fund III

Deal Type: Primary + Secondary

Company Overview

Marketware provides software that helps hospitals and health systems manage physician relationships, recruitment, onboarding, and analytics. The company positions its Physician Strategy Suite as an integrated set of tools used by provider relations and business development teams to track outreach, support recruitment workflows, and measure results across markets.

Public Funding / Capital Events

Sep 13, 2017 — $4.5M Series B raisedMarketware announced a $4.5M Series B led by EPIC Ventures, with participation from Peak Ventures.

Jan 25, 2021 — Acquired by Medsphere Systems CorporationMedsphere announced the acquisition of Marketware and described Marketware as a developer of software tools focused on managing healthcare relationships and analytics for hospitals and health systems.

Investment Summary

Frazier VC has invested in Marketware since 2017 through a mix of primary and secondary purchases, including participation in the Series B and convertible note financings. Fund II purchased secondary shares in December 2017, January 2018, June 2018, and January 2019, and Fund III purchased additional secondaries in June 2021. These purchases provided exposure to a workflow-embedded healthcare software platform serving hospitals and health systems, including through the period leading up to Marketware’s acquisition by Medsphere in 2021.

Why We Invested

Frazier VC invested in Marketware because we look for companies with durable growth potential, scalable software delivery, and products that become embedded in core operating workflows. Marketware’s tools support physician recruitment, relationship management, and analytics in health systems where adoption can deepen over time and create meaningful switching costs. We also value differentiated platforms in regulated, operationally complex environments, where integrations and workflow depth can build real barriers to entry.

Other Investors

EPIC Ventures

Peak Ventures