18% of US GDP or a $4Trillion spend seem like appetizing numbers on a pitch deck. However, the healthcare industry is fragmented, localized, heavily regulated, heavily lobbied, principal-agent problems, and risk-averse. Contrary to popular belief, health technology businesses are not recession-proof - more so digital health companies. Many startups often get pilot-zoned for further evidence generation. The time to revenue can often be between 12 to 24 months, with companies requiring significant cash reserves to operate.

At Synthesize, we understand the importance of cash flow and the need to win over paid customers when leading to launch. We strongly emphasize customer discovery and achievable paths to revenue, i.e., reimbursement strategy or other business models that lead to revenues. With new models of care like telemedicine and hybrid care come new regulations on what can be prescribed and how medicine is practiced between brick-and-mortar facilities and in remote settings. We leverage these recent advances to find newer business models that can scale and, more importantly, build a sustainable profit-generating business.

In our go-to-market strategy, we focus on

1. Business models and operations
2. Pricing
3. DME submissions
4. Upstream market research
5. Market entry requirements
6. Medico-Legal Reviews
7. Customer discovery
8. Market access and reimbursement strategy
9. Strategic partnerships
10. Product distribution, implementation, and support
11. Health technology assessments

Pre-revenue

At this stage, the goal is to help identify the early adopters, close on early sales and set up a seamless customer experience.

‍Launch and Growth

At this stage, we focus on multiple opportunities, such as expanding into numerous states, evolving the product offering into a solution with non-FDA-regulated feature add-ons, activating network effects with an increasing emphasis on better distribution, leveraging post-market data to improve customer experience and driving high-value feature build.

‍Scale-ups and Enterprises

At this stage, we help plan go-to-market for the second act. We put your data and our understanding of market forces towards the following:

1. Increasing your existing customer lifetime value
2. Pivoting to new business models 
3. Diligence for market entry into new geographies
4. Diligence for new product initiatives
5. Product and portfolio strategy for strengthening market positioning - Eg, A digital MSK company for chronic joint and back pain expanding into Pelvic Pain
6. Product Launch activities
7. Market research and customer discovery

‍