Case Study · Doctify · Healthcare Technology · Scaling a leadership team
Doctify is turning the high performers who built the company into the leaders scaling it, developing its entire leadership team, from the CEO down, as one.
A multi-year partnership. After the first programme in 2024, Doctify brought 10X back to develop their whole leadership team together, every function from the CEO to front-line team leads, with co-founder and CEO Stephanie Eltz in the room.Since 2024
in partnership with Doctify, now developing the whole leadership team
Every function
Sales, Product, Engineering, Customer Success, Finance and People, in one room
CEO in the room
co-founder and CEO Stephanie Eltz developing alongside her team, not just sponsoring it
Executive Summary
- Sector
- Healthcare Technology · Scale-up
- Buyer
- Co-founder & CEO
The Brief
Take the high performers who built a fast-growing healthcare-technology company and develop them into the leaders who can scale it, the entire leadership team, from the CEO to front-line team leads and across every function, learning to lead as one.
The Outcome
A multi-year partnership, begun in 2024 and since widened to the whole leadership team. Doctify came back to put every function through together, from the CEO down, and the co-founder and CEO now recommends the work to other leaders.
From the CEO
10X Managers empower our managers with practical tools that are immediately actionable, enabling them to guide their teams with enhanced effectiveness and greater confidence.
We'd highly recommend 10X Managers to support the development of your managers.”
Stephanie Eltz
Co-founder & CEO, Doctify
01 / The Trigger
Doctify's leaders earned their seats by performing. Scaling the company asked them to lead.
Doctify saw it coming. A company that grows quickly promotes its strongest individual performers into management, the people who hit the targets and earned the next step. The instinct that wins that promotion, take it on and get it done yourself, is the same instinct that quietly becomes the bottleneck once a team is depending on you. Doctify chose to get ahead of that, and to build the leadership behind the growth deliberately rather than leave it to chance.
Doctify is a healthcare-technology company that grew fast, building the platform that lets patients leave verified feedback on their care and helps providers act on it. Fast growth meant a leadership layer assembled at pace, talented people stepping up into management as the business scaled across markets.
Those managers were exceptional operators. What Doctify wanted next was for them to become exceptional leaders of people: setting direction, developing their teams, and carrying the company's values into how they lead under pressure, not only into what they deliver.
Rather than run this as a one-off internally, where leadership development competes with the day job and rarely sticks, Doctify chose a partner who would embed alongside their managers. They first brought 10X in for their Extended Leadership Team in 2024, and the work has grown from there.
The shift the programme makes
The programme is built around one move that every scaling leader has to make: from being the high performer who does the work to being the leader who grows the people who do it.
The instinct that earned the seat
The move that leads
“I’ll just fix it myself.”
I build the space for the team to fix it.
Be the expert with the answer.
Ask the question, let them find it.
Going easy on people is being kind.
The honest conversation, sooner, is the kindness.
My way is the proven way.
Their way might be the better one.
02 / The Work
Doctify’s leaders learn a model, take it into the real job for a month, then bring it back to troubleshoot, so the change lands in the work, not the workshop.
10X did not arrive at Doctify with an off-the-shelf programme. It started with discovery: a Manager Strength Index across Doctify's leaders, Team Voice interviews to hear where the real challenges sat, and a live discovery exercise in the room so the cohort shaped the programme themselves. It was set up from day one as the leaders' own initiative, not an HR initiative, built for the pace of a scale-up and a hands-on C-suite who engage straight into delivery.
How the work happens
Prime
Learn the model, commit an experiment
Experiment
Test it in the real job for a month
Elevate
Bring it back, troubleshoot, lock it in
Repeated for each focus area
How the partnership ran
01
Discovery, then co-design
A Manager Strength Index plus Team Voice interviews with Doctify's own people named where the work needed to land. The cohort then shaped the focus areas themselves, so the programme was theirs from the first session, not handed down.
02
A tool they carry into Monday
The centrepiece is a simple one: notice the moment you start to drift back into doing it yourself, pause, and ask a better question. Every session ends with each leader writing one specific experiment to run and naming a peer to hold them to it, then sharpening it in a short Tensai conversation that turns it into a habit and drops reminders into their calendar, so it does not become an interesting hour that is forgotten by Thursday.
03
An embedded Performance Partner
A single 10X Performance Partner stays embedded with Doctify, known to their leaders by name, reachable between the sessions, and measured on whether those leaders act on what they committed to. Not a trainer who turns up, delivers and leaves.
What a session actually does
The programme runs on the leaders' own problems. Between sessions they post the real challenges on their plate to a shared board; those get reframed so no one is identifiable, then handed back to the room as live scenarios for the cohort to solve together. A leader wrestling with a tough handover, a mistake to address, or a problem no one owns finds three or four peers from other functions working it with them. The answers come from the room, not the front of it.
03 / One leadership team
When the CEO, the CTO and the head of customer success work the same problem in the same room, the company starts leading one way.
Putting the whole leadership team through together is the point, not a logistical detail. In a scale-up the silos form quietly, each function growing its own way of leading. Doctify chose to develop its leaders as one team, in mixed cross-functional rooms, working out together what great leadership looks like at Doctify rather than having a model handed to them. 10X facilitates that and captures it; the standard is theirs, and it does not leave when we do.
The language the room now shares
The clearest sign a leadership team is becoming one is when they start using the same words. A handful of phrases now run through every Doctify room, some taught, some the cohort coined for itself.
Who was in the programme
The whole C-suite. Every function. One programme.
This was not a slice of the business. It was the leadership team end to end, with the CEO, COO, CTO, Chief Revenue Officer and Chief Strategy Officer learning alongside the directors, heads and team leads who report to them.
Sales & Revenue
Sales Directors, a Regional VP of Sales, Mid-Market and SDR Managers, Sales Team Leads, Head of Business Development, Director of RevOps
Product, Engineering & Design
Chief Technology Officer, Head of Product, Senior Product Managers, Lead Designer, engineering Team Leads, Head of Partnerships
Customer Success & Marketing
Head of Customer Success, Customer Success Team Leads, Head of Growth Marketing, Director of Organic Growth & Analytics
Operations, Finance & People
Chief Operating Officer, Chief Strategy Officer, Director of Finance, Director of People, Head of Talent Acquisition
04 / What changed in the work
A month after the first model, Doctify’s leaders came back having already changed how they lead, and brought the proof in their own words.
Every model is followed by a month back in the real job, then an Elevate session where the cohort reports what they actually did with it. This is where the change shows up. None of these were promised in the room; they were done, and brought back.
“Solving it myself is the quicker fix, but it doesn’t solve the problem for my team.”
01
One leader, running a small team under relentless delivery pressure, stopped walking into one-to-ones with the answers and handed them over for their team member to lead. They watched that person's confidence and ownership climb, then handed over whole projects too, which now come back with the challenge, the options and a recommended approach already attached.
02
Another built a standing slot into their week to step back and look at it through a team member's eyes, what went well, what they would do differently, and started defending it as sacred, refusing to let it be the first thing dropped when the day filled up.
03
A third reframed how they hand work over: deliberately choosing where a mistake is a safe lesson and where it is not, setting the expectation rather than hinting at it, and when something does go wrong, asking the person to reflect first rather than correcting them, so the trust that makes delegation possible survives.
04
A fourth started building monthly catch-ups with peers in other functions, on their own initiative, so that issues surface as suggestions between leaders long before they ever harden into problems.
And they went wider
The clearest verdict on the first programme is what Doctify did next.
Doctify first partnered with 10X in 2024, when the Extended Leadership Team worked the management foundations across six sessions, from team strategy and delegation to problem-solving, leading change and the harder feedback conversations. It worked well enough that, in 2026, Doctify came back to go deeper and wider: the whole leadership team this time, every function, with the same embedded Performance Partner, a proper diagnostic spine, and co-founder and CEO Stephanie Eltz developing alongside them rather than sponsoring from the side. That programme is running now, with an endline diagnostic built in to measure the movement at the close. The partnership continues.
05 / Start here
If you are scaling a technology business fast and your best people are becoming your managers, or you want your whole leadership team, every function, leading as one rather than pulling in different directions, we should talk.
Every partnership between 10X and a client is entirely bespoke and unique. Book a no-obligation call with one of our Development Experts to scope how we could support you and your situation.