LJO Advisors

LJO Advisors is Larry O'Toole's firm, built on a career that includes years as a MEDITECH executive and a reputation in that world as good as anyone's. The idea behind it is simple and unusually valuable: gather an array of high-quality solutions to the problems hospitals actually have, vet them first, and put them in front of the people who need them.

The vetting is the product, and the trust in Larry is what makes it worth anything. None of that was on the internet. There was no website telling the story, which left both sides of the market, the hospitals with problems and the vendors worth representing, to work it out for themselves.

We built the full website around the two audiences the firm actually serves: the health systems bringing him challenges, and the solution providers hoping to be represented by him. Each needs to understand a different half of the same proposition, and the site is structured so neither has to read the other's half to get there.

The through line is the one that makes the firm work: trust in Larry extends to the products he stands behind, which is what compresses an evaluation cycle from months of vendor diligence into a conversation with someone who has already done it.

Larry runs the site himself, and calls on UPWARD when something bigger is needed.