The Playbook is Your Blueprint for Winning with Payers.
Get the clarity, credibility, and confidence you need to navigate payer engagement and actually close deals. The GTM Playbook is our flagship strategy solution, built to turn promising digital health solutions into contract-ready contenders.
The GTM Playbook is the culmination of our BD-in-a-Box partnership. It captures everything we have learned, tested, and validated together in the market and turns it into a repeatable strategy.
The Playbook itself is a fully built commercialization roadmap that reflects every element needed to achieve payer traction.
This includes market positioning, value story, messaging, reimbursement considerations, pricing, sales execution, contracting pathways, and the operational plan required to support pilots and renewals. As a result, the Playbook strengthens your fundraising narrative as much as it strengthens your customer development strategy.
By the end of the GTM Playbook process, you'll have a fully customized, investor-ready commercialization strategy that positions your solution for real payer adoption.
You’ll gain deep insight into how your offering fits into the current market landscape, what makes it stand out, and what proof points are required to earn payer trust.
Phase I: Assess & Initial Engagement
We start by mapping the payer landscape, analyzing your competitors (including payer-built solutions), and ensuring your solution checks the boxes for compliance, regulatory readiness, and ROI expectations.
Phase II: Approach & Strategy Development
Next, we design a tailored go-to-market plan that aligns your pricing, messaging, and sales approach with what payers actually want. We also identify the best contracting models and reimbursement pathways for your solution.
Phase III: Amplify Sales & Meeting Prep
Finally, we help you craft a powerful pitch, prepare for RFPs, and build the operational foundation needed to win, launch, and scale within complex payer environments.
The Key Components of Your Playbook
Beyond strategy, you’ll also be equipped with compelling messaging, pitch-ready collateral, a tactical execution roadmap, and expert referrals to accelerate your legal, sales, and contracting efforts.
Market Summary
& Payer Landscape
Establishes context, identifies priority shifts, and sets strategic direction. Ensures alignment with real-world trends.
Go-to-Market Strategy
Defines path to market, sales channels, and outreach sequencing.
Contracting
& Procurement Pathways
Clarity on what a deal could look like (e.g., PMPM, pilots, preferred vendor, strategic alliance).
Sales Messaging
& Value Proposition
Ensures communications resonate with payers’ financial and operational pain points.
Sales & Lead
Generation Strategy
Includes ICP, persona mapping, funnel design, outreach approach. Required to create a realistic, implementable strategy.
Competitive Landscape & Payer-Built Alternatives
Essential for positioning, messaging, and objection handling. Covers direct, adjacent, and internal (payer-built) competition.
"You've probably already picked up on this—I’ve had a consistent issue of missing the forest for the trees when it comes to getting to the 'WHO CARES' part of what we’re doing. Everything you’re pulling out here is everything I’ve wanted to say and not really known how."
Josh Rabinowitz, CEO of Articulate Labs
Further Customize Your GTM Playbook
To complement the core Playbook, we offer a suite of optional add-ons designed to meet companies where they are in their commercialization journey. These extras are especially helpful when your strategy needs to flex based on factors like fundraising status, target payer segments (e.g., Medicaid), or the maturity of your solution.
Each add-on is purpose-built to solve a specific challenge, so you only invest in what you actually need.
Board / Fundraising Materials
RFP Scan & Monitoring
Literature Review & Secondary Research
ROI / Evidence White Paper
Full Reimbursement Assessment
Operational Readiness & Implementation Strategy
Ready to get started? Connect with us today.
Minneapolis, Minnesota, United States
