Who we serve
Health technology and digital health
The hardest commercial environment in B2B. Every deal involves a clinical buyer, an administrative buyer, and frequently a payer or employer buyer, each measuring a different outcome.
The binding constraint. Sales cycles run 6 to 18 months. Marketing has to be built for that cycle rather than fighting it, and pilot to expansion is where the deal value sits.
The numbers
What this segment is actually run on
Each buyer measures a different outcome, so one content library cannot serve all three.
What we work on
The levers that move this segment
Three buyers, three evidence bars
Clinicians want evidence, workflow fit and peer validation. Administrators want return on investment, integration and risk reduction. Payers and employers want cost of care impact, and their evidence requirements are not the same. One content library cannot serve all three.
Designing for a long cycle
Four overlapping motions: awareness for the 12 to 18 month deals, engagement for the 6 to 12, sales enablement for the active deals, and expansion for existing customers. Most budgets overweight the first and starve the last.
Escaping pilot purgatory
A signed pilot is not the win. A structured success plan at kickoff, quarterly business reviews with both buyers, and a pre negotiated expansion path that activates on hit metrics.
Named account intelligence
Agents monitoring your named health systems for trigger events, and conference follow up that qualifies every scanned badge inside 48 hours, which is where most conference spend is lost.
Where to start
The Growth Ceiling Evaluation
Two weeks, seven systems, a ranked 90 day plan. The binding constraint gets settled before a dollar of new spend is recommended.
Binding constraints: attribution, leadership cadence, demand engine. Illustrative output. Every engagement scores differently.
The playbooks
Field tested reading for this segment
Fractional CMO for HealthTech
Marketing leadership for digital health, multi stakeholder buying, and the pilot to expansion motion where the real deal value lives.
ReadIndustryFractional CMO for SaaS Startups
Seed to Series B playbook. Stage by stage, what changes, what does not, and the mistakes a fractional CMO catches at each one.
Read
Who leads this work
Justin Miller, Fractional CMO · Founder · Public Relations
Fractional CMO to healthcare organizations, Marketing Director at Internal Medicine MD, and the firm's public relations lead.
Talk to JustinSelling health technology into providers, payers or employers?
No charge and no deck. Tell me what has stopped working and I will tell you what I would look at first.
Or call (727) 992-3817