Opening Healthcare Markets for a Geographic Data Platform
2023
Strategy
Opening Healthcare Markets for a Geographic Data Platform
Client: PolicyMap
Stage: Series A
Focus Area: Sustainable Health & Infrastructure
The Challenge
PolicyMap built an impressive data platform with 75,000+ geographic indicators across demographics, housing, health, and social determinants but their customer base was predominantly nonprofits. Their GTM team wanted to expand into healthcare markets but lacked the positioning, use cases, and network connections to break through.
Our Approach
We combined strategic consulting with community activation. Through a 1-day workshop with executive and GTM leadership, we mapped product positioning for healthcare buyers and identified roadmap opportunities. Then we got creative: PolicyMap sponsored Season 2 of the Digital Health Review podcast, gaining targeted exposure to healthcare decision-makers which facilitated direct introductions to potential partners and customers.
What We Delivered
Strategic Foundation
Executive and GTM workshop on product strategy and healthcare market positioning
Use case development tailored to health and life science organizations
Future roadmap opportunities aligned with healthcare buyer needs
Market Access
Sponsored podcast episodes reaching healthcare leaders and innovators
Direct network introductions to potential partners and customers
Targeted exposure in the exact market they wanted to reach
The Impact
The results exceeded traditional marketing ROI. Sponsored podcast episodes generated over 15,000 impressions on LinkedIn at 72% lower cost than comparable LinkedIn advertising. PolicyMap saved 28% on cold calling costs and 78% on conference attendance for network expansion. Most importantly: PolicyMap secured their first contract with a health and life science organization within a year of our work, validating their new market entry strategy and opportunities.
