02. Foundation

This engagement tackles the fundamental challenge of aligning what you're building with what the market will actually pay for. We systematically address the gaps between your product capabilities, market positioning, and reimbursement reality to create a foundation for sustainable growth. The work involves informed pivot decisions that unlock growth by ensuring your Go-to-Market, Product, Operations, and Payment strategies work in harmony rather than fighting each other.

Questions 

How do we get coverage from payers who matter? 

What's our competitive differentiation that buyers will pay for? 

How can we show sufficient ROI to get credit for value creation? 

How can we get more value-based reimbursement? 

How do we scale operations without breaking unit economics? 

How do we align clinical delivery with billing reality?

Approach

We begin by examining your channels and contracting strategy to identify the most viable paths to market and the contract structures that actually work in healthcare. The pricing and positioning workstream involves deep analysis of what buyers value and will pay for. Product optimization ensures that what you're building can be delivered profitably and scales without breaking your unit economics. Throughout this work, we focus on the interconnections between these elements because healthcare success requires systematic alignment across all commercial functions.

Typical Deliverables 

Go-to-market channel growth package with specific buyer personas, sales processes, and contract templates 

Pricing and reimbursement pathway analysis with CPT codes, fee schedules, and payer strategy 

GTM/Product/Operations gap roadmap identifying specific changes needed for alignment

Value proposition refinement that resonates with actual buyers and supports reimbursement claims 

Operational workflow optimization that aligns clinical delivery with billing requirements

Duration

This foundational work typically requires 4-6 weeks to ensure thorough analysis and validation of recommendations. The timeline allows for iterative refinement based on market feedback while maintaining momentum toward implementation.