Session Dates:
Wednesday, March 12
Wednesday, March 26
Wednesday, April 9​
All sessions are from 2:00 - 4:00 PM CST. Recordings will be available after sessions.
The Key to Unlocking the Employer & Health Plan Market
Commercial health insurance is the largest and most competitive payer market, covering over 150 million people across employer-sponsored and individual marketplace plans. Selling digital health solutions to commercial payers requires understanding the role of employers, brokers, third-party administrators (TPAs), and self-insured vs. fully insured plans.
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Join Demi Radeva in this three-session masterclass designed to help you win contracts with commercial insurers, ASO plans, and employer groups.
What You’ll Learn:
✅ Understand the differences between marketplace vs. group (employer) health plans.
✅ Learn how to sell into self-funded employer plans vs. fully insured plans.
✅ Navigate the role of brokers, TPAs, and employer benefits consultants.
✅ Discover how commercial insurers evaluate digital health vendors.
✅ Learn how to leverage data, ROI, and engagement metrics to secure contracts.
✅ Analyze case studies of successful digital health sales to commercial payers.
Session I: Pre-Sales – Understanding the Commercial Market
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The Commercial Health Plan Landscape: Understanding the key players & decision-making structures.
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Self-Insured vs. Fully Insured Plans: How purchasing decisions differ across employer-sponsored plans.
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Marketplace Plans: How Affordable Care Act (ACA) exchanges drive digital health adoption.
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The Role of Brokers & Consultants: Who really makes purchasing decisions, and how to engage them.
Session II: Sales – Winning Contracts with Commercial Plans
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Developing Your Commercial Buyer Persona: Selling to health plans, employers, and TPAs.
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Crafting a Winning Value Proposition: Positioning your solution for ROI, cost containment, and engagement.
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Pilot Program Best Practices: How to structure pilots that lead to long-term contracts.
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Closing Deals with Brokers & Agents: Understanding how benefits consultants influence purchasing.
Session III: Post-Sales – Scaling & Expanding Your Commercial Contracts
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Commercial Health Plan Contracting: Navigating network inclusion, rebates, and alternative payment models.
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Understanding Reimbursement & Employer Incentives: How employers measure ROI on digital health solutions.
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Scaling from One Employer to Many: Growth strategies for expanding commercial sales.
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Forecasting Revenue & Market Expansion: Tools to project market penetration & revenue growth.
Why Take This Course?​​​
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Industry-Leading Insights: Learn from Demi Radeva, who have closed deals with top commercial health plans & employers.
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Real-World Case Studies: Understand how startups have scaled in the commercial insurance space.
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Sales & Contracting Playbooks: Work through broker engagement, contracting models, and sales outreach strategies.
Who Should Enroll?​​​
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Founders and BD leaders selling to commercial payers, employers, and brokers
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Sales professionals targeting self-funded employer plans & commercial insurers
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Entrepreneurs looking to leverage benefits consultants & TPAs for sales growth
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Anyone seeking a step-by-step guide to navigating commercial payer sales
Meet Demi Radeva
Demi Radeva, MSc
Payer Expert
BSc, Finance & International Business
MSc, International Health Policy, London School of Economics
Executive Education, Innovation & Entrepreneurship, Stanford​​
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Decade in Strategy, Innovation, Consulting and Business Development
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Mentor of the Year, Techstars
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UnitedHealthcare Accelerator
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Adjunct Professor, Medical Industry Leadership Institute
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Business Advisor, University of Minnesota Venture Center
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Mentor, Minnesota Cup (MN Cup)Former Co-Founder, Digital Health Tech Company (Social Care + Onco)
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Former Director of Strategy & Business Development, UnitedHealthcare