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Your Blueprint for Winning with Payors

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.

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Our G2M Playbook is a highly customized commercialization strategy for companies ready to validate their value with real payors.

You’ll walk away with a deeply researched, professionally crafted roadmap covering everything from reimbursement readiness to sales execution—and tailored to your unique solution and market.

3 Phases

Reveal Your Ideal Payor Profile and Uncover Your Tailored Value Proposition

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.

 

Beyond strategy, you’ll also be equipped with compelling messaging, pitch-ready collateral, and a tactical execution roadmap—plus expert referrals to accelerate your legal, sales, and contracting efforts.

 

Whether you're preparing to fundraise, pilot with a health plan, or scale existing traction, this process ensures you’re not just ready to talk to payers—you’re ready to win with them.

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 1

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—while identifying the best contracting models and reimbursement pathways for your solution.​

Phase 2

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.​

Phase 3

Actionable Insights

The Key Components of Your Playbook

 Market Summary & Payer Landscape

  • Establishes context, identifies priority shifts, and sets strategic direction.

  • Ensure alignment with real-world trends.

Sales Messaging & Value Proposition

  • Ensures communications resonate with payers’ financial and operational pain points.

Go-to-Market (GTM) Strategy

  • Defines path to market, sales channels, and outreach sequencing.

Sales & Lead Generation Strategy

  • Includes ICP, persona mapping, funnel design, outreach approach.

  • Required to create a realistic, implementable strategy.

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Contracting & Procurement Pathways

  • Clarity on what a deal could look like (e.g., PMPM, pilots, preferred vendor, strategic alliance).

Competitive Landscape & Payer-Built Alternatives

  • Essential for positioning, messaging, and objection handling.

  • Covers direct, adjacent, and internal (payor-built) competition.

I want to pause you for just a moment because my camera is not on, so you don't get to see that I’m grinning from ear to ear as you're running through this stuff... I'm really happy with everything I'm seeing here.

​

​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, Articulate Labs

Additional Components

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

  • Ideal when actively raising​

RFP Scan & Monitoring

  • Ideal for Medicaid-focused companies

Literature Review & Secondary Research

  • Ideal when ROI paper is not needed

ROI / Evidence White Paper

  • Ideal when lacking clinical/financial proof or entering risk-based deals

Full Reimbursement Assessment

  • Ideal when navigating CMS, RTM codes, Medicaid waivers

Operational Readiness & Implementation Strategy

  • Ideal for more mature organizations prepping for post-sale delivery

Not sure if the GTM Playbook is right for you?

Let’s chat. We’ll help you select the best starting point based on where you are in your go-to-market journey.

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