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Go-to-Market for a Social Care Software Solution

To help a social care software startup scale its platform for supporting vulnerable families, Akros Advisory developed a comprehensive GTM playbook tailored to Medicaid Managed Care Organizations (MCOs). Our approach prioritized actionable insights, payer alignment, and clear market differentiation to drive adoption and growth. 

 

Client Context 

A social care software startup aimed to expand its platform, which connects families to government subsidies and services, into the Medicaid MCO market. The organization faced challenges navigating the complex Medicaid landscape, demonstrating ROI to payers, and identifying priority markets for scaling. The startup sought a clear GTM strategy to maximize its impact on health outcomes through social care while scaling operations efficiently. 

 

Strategic Assessment of Challenges 

We began by evaluating the client’s market challenges and opportunities: 

  • Complex Medicaid Dynamics: Navigating the variability of state Medicaid policies and funding mechanisms presented barriers to entering priority markets. 

  • Payer Engagement Gaps: The startup needed a compelling narrative to align its platform with payer priorities, such as improving Star Ratings and addressing social determinants of health (SDOH). 

  • Undefined Market Focus: Without a structured prioritization framework, the client struggled to identify high-potential states and payer partnerships for initial scaling efforts. 

 

Designing the GTM Playbook 

To address these challenges, we delivered a tailored GTM strategy focused on market prioritization, messaging, and stakeholder engagement: 

  1. Market Prioritization Framework 

    1. State-Level Analysis: Prioritized states with large Medicaid populations, robust MCO networks, and high focus on SDOH. Key states included California, New York, Florida, and Texas due to their regulatory environments and Medicaid funding models​. 

    2. Ideal Customer Profile: Identified MCOs such as Centene, Anthem, and UnitedHealth Group as primary targets due to their presence in priority states and alignment with the platform’s value proposition. 

  2. Value Proposition Development 

    1. ROI Narrative: Articulated the platform’s impact on reducing missed appointments, improving maternal and child health outcomes, and driving Star Ratings improvements. 

    2. Health Equity Alignment: Positioned the platform as a critical tool for capturing and addressing REAL and SOGI data to meet emerging CMS and NCQA requirements for health equity accreditation​. 

  3. Sales and Marketing Strategy 

    1. Buyer Personas: Defined key stakeholders within payer organizations, including Directors of Innovation, Quality Improvement, and Population Health. 

    2. Sales Collateral: Developed a suite of materials, including one-pagers, pilot proposals, and ROI case studies, to support client outreach efforts and internal stakeholder buy-in. 

  4. Pilot Program Pathways 

    1. Phased Implementation: Recommended starting with pilots in high-priority states to demonstrate value and secure initial contracts. 

    2. Partnership Development: Outlined strategies for leveraging pilot success to build long-term partnerships and scale across MCO networks. 

 

Actionable Implementation Roadmap 

To operationalize the GTM strategy, we provided a phased roadmap: 

  • Phase 1 – Market Entry: Focus initial efforts on states with favorable Medicaid dynamics and high payer interest in SDOH solutions. 

  • Phase 2 – Pilot Success: Implement pilots with key MCOs to validate ROI and refine the platform based on payer feedback. 

  • Phase 3 – Scaling: Leverage pilot outcomes to expand partnerships nationally, targeting additional MCOs and states with scalable Medicaid models. 

 

Results 

  • Strategic Focus: The startup successfully prioritized its efforts in high-impact states and MCOs, accelerating time-to-market. 

  • Enhanced Stakeholder Engagement: Sales collateral and pilot proposals improved payer conversations, leading to increased interest in pilot programs. 

  • Payer Partnerships: The GTM playbook helped secure vendor agreements with leading MCOs, laying the groundwork for broader adoption. 

  • Informed Fundraising: The playbook’s reimbursement mapping and ROI narratives were leveraged in investor presentations, supporting additional fundraising efforts. 

 

Client Feedback 

“Akros Advisory provided the clarity and focus we needed to break into the Medicaid MCO market. Their data-driven insights and tailored GTM playbook have positioned us to scale strategically and effectively.” ~ Founder 

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