Login.Health: Go-To-Market Strategy
1. Executive Summary
Login.Health is launching a healthcare data platform that enables secure, patient-controlled health data management and sharing across healthcare providers, family members, and third-party applications. Our patent-pending surrogate authentication system provides a unique differentiator in the market. This document outlines our strategy for successfully bringing Login.Health to market.
2. Target Market Segments
Primary Segments (Year 1)
| Segment | Size | Annual Revenue Potential | Initial Target |
|---|
| Health Tech Developers | 165,000 development shops | $396M | 100 developers |
| Small-Mid Healthcare Providers | 570,000 clinics | $3.42B | 20 providers |
Secondary Segments (Year 2)
| Segment | Size | Annual Revenue Potential | Initial Target |
|---|
| Population Health & Insurance | 900+ insurance companies
300+ population health orgs | $500M+ | 5 companies |
| Family Caregivers | 53 million Americans | Indirect revenue | 5,000 caregivers |
3. Value Proposition by Segment
Health Tech Developers
- Core Value: Reduce development time and costs for HIPAA-compliant healthcare applications
- Key Message: "Build healthcare apps in weeks, not months—without the compliance headaches"
- Quantified Benefit: 60-80% reduction in development time for authentication and data access
Small-Mid Healthcare Providers
- Core Value: Comprehensive patient data with reduced administrative burden
- Key Message: "Complete patient records at your fingertips—no more hunting for information"
- Quantified Benefit: Save 8+ minutes per patient encounter on record retrieval/review
Population Health & Insurance
- Core Value: Faster, cheaper access to medical records for claims and population health
- Key Message: "Medical records on demand at 30-70% less cost than traditional methods"
- Quantified Benefit: Reduce record retrieval costs from $15-75 to $10-50 per record
4. Phased Go-To-Market Approach
Phase 1: Developer Foundation (Months 1-6)
| Activity | Timeline | Key Metrics | Owner |
|---|
| Developer portal launch | Month 1 | Portal completed | Product |
| Initial SDK release | Month 2 | 3+ language support | Engineering |
| Developer documentation | Month 2 | Comprehensive docs | Product |
| Early adopter program | Months 2-4 | 10 engaged developers | Marketing |
| Virtual hackathon | Month 4 | 50+ participants | Developer Relations |
| Case study development | Months 5-6 | 3 success stories | Marketing |
Phase 2: Provider Entry (Months 3-9)
| Activity | Timeline | Key Metrics | Owner |
|---|
| Provider landing page | Month 3 | Page completed | Marketing |
| Provider sales kit | Month 4 | Materials completed | Sales |
| Initial provider outreach | Months 4-5 | 50 sales conversations | Sales |
| First provider pilot | Months 5-7 | 3 active providers | Sales/Product |
| ROI calculator development | Month 6 | Tool completed | Marketing |
| Provider case studies | Months 8-9 | 3 success stories | Marketing |
Phase 3: Expansion (Months 7-12)
| Activity | Timeline | Key Metrics | Owner |
|---|
| Insurance company outreach | Months 7-8 | 20 sales conversations | Sales |
| Population health pilot | Months 8-10 | 1 active partner | Sales/Product |
| Record request pricing model | Month 9 | Model implemented | Product |
| Health app partnerships | Months 10-12 | 3 partnerships | Business Dev |
| Regional expansion planning | Month 12 | Plan completed | Executive |
5. Marketing & Communication Strategy
Key Messaging Framework
| Audience | Pain Point | Solution | Benefit |
|---|
| Developers | "HIPAA compliance is complex and expensive" | "Our SDK handles compliance for you" | "Focus on your core product, not infrastructure" |
| Providers | "Patient records are incomplete and hard to access" | "Access comprehensive records instantly" | "More time for patient care, better decisions" |
| Insurance | "Record requests are slow and expensive" | "Digital record access on demand" | "Faster claims processing at lower costs" |
Channel Strategy
Digital Marketing
- SEO/SEM Strategy: Focus on keywords related to healthcare data, HIPAA compliance, and patient records
- Social Media: LinkedIn for B2B targeting, Twitter for developer engagement
- Email Marketing: Segment-specific campaigns with targeted use cases
Content Marketing
- Blog: Weekly technical posts and healthcare insights
- Case Studies: Success stories from each target segment
- Whitepapers: Quarterly deep dives on healthcare data trends
- Industry Conferences: HIMSS, HLTH, Health 2.0
- Webinars: Monthly technical demos and educational sessions
- Developer Community: Slack channel, GitHub presence, Stack Overflow engagement
6. Sales Strategy
Sales Approach by Segment
Health Tech Developers
- Sales Model: Product-led growth with self-service options
- Average Sales Cycle: 2-4 weeks
- Key Decision Maker: CTO, Lead Developer
- First Call Focus: Technical capabilities and ease of integration
Healthcare Providers
- Sales Model: Consultative selling with demos and pilots
- Average Sales Cycle: 2-3 months
- Key Decision Maker: CIO, Practice Manager
- First Call Focus: Workflow improvement and patient experience
Insurance & Population Health
- Sales Model: Enterprise sales with ROI analysis
- Average Sales Cycle: 3-6 months
- Key Decision Maker: Claims Director, Chief Medical Officer
- First Call Focus: Cost savings and efficiency gains
Sales Enablement Resources
- Technical demo environment
- ROI calculator
- Competitive battle cards
- Customer testimonials
- Implementation roadmap
- Security/compliance documentation
7. Pricing Strategy
Pricing Models
Package Comparison
| Feature | Developer Tier | Provider Tier | Enterprise Tier |
|---|
| Base Price | $200/month | $500/month | Custom |
| API Access | ✓ | ✓ | ✓ |
| SDK Access | ✓ | ✓ | ✓ |
| User Limit | Pay per user | 5,000 patients | Unlimited |
| Surrogate Accounts | ✓ | ✓ | ✓ |
| EHR Integrations | 3 | 10 | Unlimited |
| Support Level | Standard | Priority | Dedicated |
| Record Request Pricing | N/A | N/A | $10-50 per record |
| Custom Development | ✗ | ✗ | ✓ |
| SLA | 99.9% | 99.9% | 99.99% |
8. Success Metrics & KPIs
Overall Business KPIs (Year 1)
| Metric | Target | Tracking Method |
|---|
| Monthly Recurring Revenue (MRR) | $20,000 by Month 12 | Billing system |
| Customer Acquisition Cost (CAC) | $5,000 for developers
$10,000 for providers | Finance tracking |
| Customer Lifetime Value (LTV) | >3x CAC | Customer data + retention |
| Active Customers | 100 developers
20 providers | CRM system |
Marketing KPIs
| Metric | Target | Tracking Method |
|---|
| Website Visitors | 5,000/month by Month 6 | Google Analytics |
| Lead Generation | 200 qualified leads/month | CRM system |
| Content Engagement | 2,000 blog views/month | Content analytics |
| Email Open Rate | >25% | Email platform |
| Conversion Rate (visitor to lead) | >3% | Marketing automation |
Sales KPIs
| Metric | Target | Tracking Method |
|---|
| Sales Qualified Leads (SQLs) | 50/month | CRM system |
| Demo to Customer Conversion | >20% | CRM funnel reporting |
| Average Sales Cycle | 60 days | CRM time tracking |
| Average Contract Value | >$5,000/year | Billing system |
9. Competitive Response Plan
| Competitor Action | Our Response |
|---|
| EHR vendors restrict API access | Partner with independent HIEs and data aggregators |
| Data aggregators lower prices | Emphasize unique surrogate features and user experience |
| Tech giants enter healthcare data space | Highlight healthcare-specific expertise and compliance depth |
| Patient portals improve sharing | Demonstrate cross-system integration capabilities |
10. Implementation Timeline
11. Budget Allocation
| Category | Percentage | Key Investments |
|---|
| Product Development | 50% | Engineering, product management, QA |
| Sales & Marketing | 30% | Sales team, marketing campaigns, collateral |
| Customer Success | 10% | Onboarding, support, success management |
| G&A | 10% | Operations, finance, legal |
12. Risk Factors & Mitigation
| Risk | Impact | Likelihood | Mitigation |
|---|
| Slow developer adoption | High | Medium | Free tier, hackathons, technical content |
| Provider integration challenges | High | High | Start with standardized EHRs, build adapter framework |
| Regulatory changes | Medium | Medium | Maintain regulatory expertise, flexible architecture |
| Competitive response | Medium | High | Move quickly, build network effects, patent protection |
| Security/privacy concerns | High | Medium | Third-party security audits, transparency, exceed standards |
13. Next Steps: 30-60-90 Day Plan
First 30 Days
- Finalize developer portal and documentation
- Complete initial SDK development
- Develop core marketing messages and materials
- Build initial sales pipeline with 20+ developer prospects
- Establish KPI tracking dashboard
Days 31-60
- Launch developer early access program
- Begin provider outreach campaign
- Develop first technical webinar
- Create ROI calculator for providers
- Implement marketing automation
Days 61-90
- Sign first 10 paying developers
- Launch provider pilot program
- Publish first customer case study
- Begin planning insurance company outreach
- Review initial metrics and adjust tactics
14. Conclusion
This Go-To-Market strategy provides a structured approach to launching Login.Health with a focus on building a strong developer foundation first, followed by provider adoption and eventual expansion into insurance and population health markets. By executing this plan effectively, Login.Health can establish itself as a leader in healthcare data management and achieve its business objectives for Year 1.