This episode is part of the GTM Moves series on MATCH B2B Insights, where we break down real go to market decisions that drive measurable B2B growth.

In this episode, we analyze the Healthy.io case, a medtech company that did not just build a strong product but made a critical go to market decision that changed everything.

Instead of selling to hospitals or consumers, Healthy.io asked a different question. Who actually pays when kidney disease is missed. The answer led them to a payer first strategy, targeting organizations that absorb the financial impact of late diagnosis.

We walk through how their at home, FDA cleared kidney test works, why shifting screening into a patient routine matters, and how they translated clinical value into economic value that decision makers actually care about.

More importantly, we break down the system behind the strategy. How to define the right ICP, how to map stakeholders inside complex organizations, how to build messaging that resonates across clinical and financial roles, and how to create a repeatable outreach engine that turns strategy into meetings and meetings into contracts.

If you are building a B2B product and struggling to convert interest into pipeline, this episode focuses on the gap between potential and execution, and what it really takes to close it.