Client Story:
SimpliFed
The Client: SimpliFed
Simplifed, a telehealth platform, connects families with an International Board Certified Lactation Consultant (IBCLC) for virtual lactation and infant feeding support. The platform is available directly to consumers via the SimpliFed website. Driven by a desire for health equity and to provide breastfeeding support to moms that need it the most, SimpliFed set a goal to partner with state Medicaid plans.
The Challenge:
But which states should they focus on? Not all states provide lactation support as part of their Medicaid plan benefits packages, and there is variability among hospital-based, clinic-based, and home-based coverage. Breastfeeding initiation and continuation rates vary widely by state, as well as WIC infant feeding support programs. Legislation governing independent practice and reimbursement of IBCLCs is also different by state. SimpliFed needed a complete market map and recommendation for how to prioritize business development efforts and identify potential '“SimpliFed friendly” states.
The Solution:
Well Made Health conducted the research, analyzed the data, and presented a strategy for the top 5 focus states. Then, leveraging Katie’s public health expertise, Well Made Health created a variety of pitch decks and white papers that included data around the factors contributing to the likelihood of a woman successfully breastfeeding, maternal preferences for digital health tools, the role that professional support plays in increased breastfeeding rates, and state statistics.
The Results:
In 2 months, SimpliFed gained a massive market map to inform and guide their business development plans, beautifully designed and compelling pitch decks, and marketing collateral to present their value prop to state legislators, health plans, and hospital systems. Within 2 weeks of receiving deliverables, SimpliFed signed a hospital partnership in one of their target states.
"Katie went above and beyond to help us research and craft our target market strategy for the adoption of our baby feeding support platform. This launched our entire business development approach and has had an enormous impact on both our mindset and the implementation of our telelactation product offering. Additionally, Katie helped us communicate our value prop beautifully and succinctly with collateral we will use for a variety of marketing efforts.
— Andrea Ippolito, CEO, SimpliFed
Within 2 weeks of pitch deck delivery, SimpliFed signed a hospital partnership in one of their target states.
“Katie is a systems thinker and incorporated her thoughtful and detailed understanding of the healthcare system in every task. She served as an integral member of our team while we worked together and is a fantastic collaborator. I knew I could trust her with complex projects - she surfaced important topics that were not on my radar. Katie pushed us in the right direction to do the right things for our business, but most importantly our customers."
— Andrea Ippolito, CEO, SimpliFed