To help a digital health startup scale its virtual triage tool in the U.S. market, Akros Advisory delivered a comprehensive GTM playbook. Our approach leveraged market insights, payer priorities, and strategic recommendations to optimize the tool’s positioning, adoption, and growth trajectory.
Client Context
A digital health startup specializing in virtual triage sought to introduce its product to the U.S. payer market. While the tool demonstrated strong functionality in guiding patients to appropriate care settings internationally, the startup lacked a structured GTM strategy for the US. Without clarity on target markets, payer priorities, and competitive positioning, the company faced challenges in defining its value proposition and effectively engaging potential partners.
Strategic Assessment of Challenges
We began by identifying key barriers to the startup’s market entry and growth:
Undefined Market Focus: The startup lacked clarity on which states, health plans, and member populations presented the greatest opportunity for adoption.
Competitive Positioning: A need to differentiate the triage tool from established payer nurse lines and competing digital health solutions.
Unclear Payer Engagement Pathways: Limited understanding of how to build partnerships and demonstrate ROI to payers and employers in the U.S.
This analysis underscored the need for a targeted, data-driven GTM strategy to maximize the tool’s market potential.
Designing the GTM Playbook
To address these challenges, we developed a tailored GTM playbook:
Market Prioritization
State-Level Analysis: Identified high-priority states based on factors such as avoidable ER usage, Medicaid MCO requirements for SDOH, and member populations with high unmet needs (e.g., rural, low literacy). States like Florida, Texas, and North Carolina emerged as top opportunities.
Health Plan Targeting: Recommended focus on payers with large membership bases, low Star Ratings, and limited triage capabilities, including Centene, Humana, and BCBS plans.
Value Proposition Development
ROI Narrative: Articulated the tool’s ability to reduce total cost of care, improve member experience scores (CAHPS/Stars), and increase operational efficiency by supporting nurse lines and reducing call volume.
Differentiation: Highlighted unique features such as multilingual capabilities, integration with health plan operations, and the ability to capture REAL and SOGI data for health equity initiatives.
Sales and Marketing Strategy
Buyer Personas: Defined key decision-makers and influencers within payer organizations, such as Chief Digital Officers and VPs of Member Services, to guide outreach efforts.
Sales Collateral: Developed tailored messaging and materials, including one-pagers and pilot proposals, to equip stakeholders with the tools needed to advocate internally.
Pilot and Partnership Pathways
Entry Points: Recommended starting with pilot programs to demonstrate ROI and value at a smaller scale before expanding to full contracts.
Engagement Models: Outlined pathways to transition from pilot studies to long-term supplier agreements and potential strategic partnerships.
Actionable Implementation Roadmap
To operationalize the strategy, we provided a phased implementation plan:
Phase 1 – Market Entry: Focus initial efforts on high-priority states and plans, building pilot programs with Centene and Humana.
Phase 2 – Scale and Refine: Leverage pilot success to expand to additional health plans, including BCBS-MN and BCBS-NC, and refine product features based on feedback.
Phase 3 – Long-Term Growth: Explore partnership and M&A opportunities with major payers to ensure sustained growth and integration into payer ecosystems.
Results
Focused Market Entry: The startup launched its virtual triage tool in high-priority states and health plans, increasing engagement with key payer partners.
Differentiated Positioning: Clear value propositions and messaging enabled the startup to stand out in a competitive market and address key payer challenges.
Pilot Success: Early pilot programs demonstrated measurable improvements in member experience and cost savings, paving the way for expanded adoption.
Stakeholder Engagement: Sales collateral and GTM recommendations were used in board meetings and payer discussions, bolstering credibility and accelerating decision-making.
Client Feedback
“Akros Advisory’s GTM playbook provided the clarity and structure we needed to break into the U.S. market. Their data-driven insights and actionable recommendations have positioned us to scale with confidence.” ~ VP, Sales
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