Summary

Brendan McAdams lays out the first half of a practical guide to pilots for health tech startups, with a focus on how to decide whether a pilot is worth pursuing before you ever design it. The episode matters because, in hospital and health system sales, pilots are often the real entry point to implementation, validation, and future expansion.He frames the pilot as both a customer qualification exercise and an early customer journey, where the vendor and customer are testing whether there is a real path to mutual success.

Chapters

00:00 - Why pilots are central to health tech sales

00:57 - Pilots as a way to reduce risk and validate fit

01:56 - The pilot as a shortened customer journey

03:23 - Treating the pilot as a true partnership

03:52 - Qualifying the customer as much as they qualify you

05:16 - Evaluating brand value and market signal

06:14 - Looking for long-term revenue potential

07:13 - Why customer engagement matters

07:42 - The importance of executive buy-in

08:39 - Aligning objectives before launching

09:09 - Deciding whether the customer is actually a good fit

10:09 - Defining success and preparing for inevitable hiccups

10:37 - Why shared expectations determine whether the pilot can grow

Selling into health plans and health systems isn’t for the faint of heart. The buyers are busy and overwhelmed, the sales cycles are long, and everyone wants a pilot before they commit to anything bigger.

Sign up for our newsletter to get:

• Strategic Sales Tips: Proven methods for shortening long cycles and securing commitments.
• Health Tech Updates: The latest news on market trends and payer requirements.
• Sales Guides: Frameworks to move beyond the pilot phase and into full-scale implementation.

https://kiinetics.com/new-sub-nl/

https://www.linkedin.com/in/brendanmcadams/

Summary

Chris Grasso, healthcare technology executive and founder of FastX Partners, joins Brendan McAdams to unpack how federally qualified health centers think about technology, why vendors often miss the mark, and where AI is already creating practical value. The conversation is especially useful for anyone selling into FQHCs, rural care, or complex healthcare delivery organizations.

Guest Bio

Chris Grasso is an experienced and forward-thinking healthcare technology executive with over 30 years of experience, including 20 years at a FQHC, driving technological innovation and digital transformation. Chris served as Chief Information Officer at Fenway Health, where she led technology strategy, data analytics, telehealth, and research initiatives, including a successful Epic Electronic Health Record (EHR) implementation. Chris designed and implemented innovative healthcare technology solutions that streamlined processes, improved patient care, and enhanced operational efficiency.

In 2024, she founded FASTx Partners, a fractional executive firm, where she specializes in aligning technology and analytics strategies with business objectives. Her expertise spans information technology, cybersecurity, AI, analytics, health equity, and governance. Chris has a proven track record of leading multi-functional teams and designing innovative healthcare technology solutions to build more effective and inclusive systems.

Chris is a recognized thought leader in healthcare technology, with numerous peer-reviewed publications and frequent speaking engagements at major conferences. She served on several advisory boards, contributing to initiatives focused on digital tools and health equity. Her commitment to advancing technology for underserved populations is central to her work.

fastxpartners.com

https://www.linkedin.com/in/chris-grasso

Chapters

00:00 - Meet Chris Grasso and FastX Partners

03:10 - What Makes FQHCs Different

06:46 - Medicaid Changes and the Pressure on Health Centers

08:31 - How Vendors Can Better Serve FQHCs

13:24 - Choosing the Right AI Use Cases

17:32 - Where AI Delivers the Most Value

20:16 - Why Healthcare AI Implementations Stall

22:23 - Building Buy-In Across the Organization

26:09 - Customer Success, Trust, and Strong References

34:13 - Preparation, Regulation, and Closing Advice

Selling into health plans and health systems isn’t for the faint of heart. The buyers are busy and overwhelmed, the sales cycles are long, and everyone wants a pilot before they commit to anything bigger.

Sign up for our newsletter to get:

• Strategic Sales Tips: Proven methods for shortening long cycles and securing commitments.
• Health Tech Updates: The latest news on market trends and payer requirements.
• Sales Guides: Frameworks to move beyond the pilot phase and into full-scale implementation.
  

https://kiinetics.com/new-sub-nl/

https://www.linkedin.com/in/brendanmcadams/

Summary

This episode breaks down a practical sales and messaging idea for healthcare companies: the U.S. healthcare market is not one uniform system, but 50 different state markets with different regulations, buying pressures, and opportunities. Brendan McAdams explains how state-specific intelligence can help you stand out, handle objections earlier, and build messaging that actually resonates with health plans, hospitals, provider groups, and health system executives.

Takeaways

• Brendan McAdams argues that healthcare in the United States should be treated as 50 separate markets, not one national market.
• He explains how state-level regulation creates both complexity and opportunity for more targeted sales and marketing.
• The episode emphasizes using real healthcare intelligence to speak credibly with hospital, health plan, and provider executives.
• Brendan notes that many healthcare buyers are flooded with generic outreach, including AI-generated cold email and repetitive sales decks.
• He recommends differentiating by understanding a prospect’s state geography, regulatory posture, and operational constraints.
• In heavily regulated states like California and New York, messaging should show how a solution satisfies specific requirements.
• In lighter-touch states, messaging can focus on speed, flexibility, and preparing for future regulation.
• Brendan suggests using compliance knowledge to address objections before they come up.
• He recommends building a grid or breakdown of state regulations to customize positioning by market.
• He also notes that AI itself is becoming more regulated in some states, making this approach increasingly relevant.

Chapters

00:00 - Why healthcare is really 50 different markets

00:58 - State-by-state variation creates opportunity

01:53 - Generic healthcare messaging gets ignored

02:52 - Use regulatory posture as sales intelligence

03:21 - Heavy-regulation states vs light-touch states

04:19 - How to use compliance to handle objections early

05:16 - Why lighter-regulation states still matter

06:12 - Build a state regulation grid for sharper messaging

07:05 - Why tailored messages resonate more than generic decks

Selling into health plans and health systems isn’t for the faint of heart. The buyers are busy and overwhelmed, the sales cycles are long, and everyone wants a pilot before they commit to anything bigger.

Sign up for our newsletter to get:

• Strategic Sales Tips: Proven methods for shortening long cycles and securing commitments.
• Health Tech Updates: The latest news on market trends and payer requirements.
• Sales Guides: Frameworks to move beyond the pilot phase and into full-scale implementation.

https://kiinetics.com/new-sub-nl/

https://www.linkedin.com/in/brendanmcadams/

Summary

In this episode of Let's Chat Health Tech, Dr. Jan Cosgrave shares how her company Neurotype leverages AI to drastically reduce autism and ADHD assessment times, transforming healthcare access. She discusses the challenges crossing UK and US markets, the nuances of healthcare system differences, and strategies for scaling innovative solutions globally.

Guest Bio

Dr. Jan Cosgrave is a clinical psychologist and the CEO and co-founder of Neurotype, a venture-backed AI platform that helps clinicians cut the time it takes to write autism and ADHD diagnostic reports from several hours to under 45 minutes, all while keeping the clinician in full control of every word.

Jan's mission is rooted in the frontline. Having worked directly in neurodevelopmental assessment services, she saw first-hand the human cost of diagnostic waiting lists — delays that keep people from accessing care, with real costs to their health, education, and employment. She built Neurotype with a clear mission: to end the waiting lists. Neurotype is now expanding into the US market, working with major provider systems and academic institutions to bring faster, clinician-led assessments to a healthcare system where neurodevelopmental waitlists can stretch for months or years.

Jan holds a PhD from Oxford and a Clinical Doctorate from UCL, and was a Fulbright Fellow at the University of Pennsylvania. She is a venture partner with The Tech Bros, the world's first all-female, all-technical accelerator, where she champions the next generation of women building in deep tech. She is also a regular voice on the ethics of AI in healthcare and is passionate about what responsible, clinician-led technology can do for people who have waited too long to be understood.

www.neurotype.uk

https://www.linkedin.com/in/dr-jan-cosgrave-b89b211ab/

Takeaways

• The origin story of Neurotype and the motivation driven by long waiting times for assessments
• How Neurotype automates the diagnostic reporting process, reducing hours to minutes
• The importance of data collection at assessment points for better diagnostics and predictive modeling
• Differences between UK’s socialized healthcare and the US’s capitalist model and their impact on product design
• Strategies for successful entry into complex healthcare markets, including the role of champions and understanding reimbursement
• Lessons learned through accelerator programs like Techstars, including the value of domain expertise and tailored mentorship
• Approaches to demonstrating ROI in different healthcare systems and building buy-in from multiple stakeholders
• The benefits of US market culture’s openness to innovation and plentiful pathways for market entry

Selling into health plans and health systems isn’t for the faint of heart. The buyers are busy and overwhelmed, the sales cycles are long, and everyone wants a pilot before they commit to anything bigger.

Sign up for our newsletter to get:

• Strategic Sales Tips: Proven methods for shortening long cycles and securing commitments.
• Health Tech Updates: The latest news on market trends and payer requirements.
• Sales Guides: Frameworks to move beyond the pilot phase and into full-scale implementation.

https://kiinetics.com/new-sub-nl/

Summary

In this episode, Brendan McAdams shares ten essential strategies for crafting compelling applications to health tech accelerators, drawn from his decade of experience mentoring and running programs. Whether you're aiming for mentorship, funding, or industry connections, these tips will help you stand out and maximize your chances.

Takeaways

• Clarify your unique value proposition and keep your application concise and specific to avoid confusion.
• Understand your healthcare business model, including reimbursement methods, industry trends, and your target customer.
• Clearly articulate what you seek from the accelerator—be it mentorship, funding, or strategic introductions.
• Demonstrate your contribution to the cohort, highlighting skills or expertise that add value.
• Explain how you plan to use any investment money, focusing on growth activities like product development or marketing.
• Build relationships with accelerator staff and participants beforehand, including personalized outreach and short introductory videos.
• Target the right accelerators for your stage, sector, and geographic focus; emphasize relevant traction or pilot results.
• Showcase tangible progress at demo day, such as new deals, customer wins, or revenue growth.
• Follow up after rejection to gather feedback and leave doors open for future opportunities.
• Remember, applying to accelerators is fundamentally a sales process—both for your startup and your personal brand.

Chapters

00:00 - Introduction: Applying to health tech accelerators and why it matters

00:30 - The value of accelerators: Skills sharpening, mentorship, and momentum

01:28 - Key point 1: Be concise, clear, and specific in your application

02:49 - Know your business: Revenue streams, reimbursement codes, and industry trends

04:14 - Defining your ideal customer and understanding the healthcare landscape

05:41 - Clarify what you want from the accelerator—mentorship, funding, or connections

06:37 - Show how you can contribute to the cohort’s success

07:06 - Explain your planned use of funds with specific, deliberate objectives

08:01 - Build relationships before applying: outreach, networking, and video introduction

09:58 - Focus on applying to the right accelerator for your stage and sector

10:56 - Highlight your traction: pipeline, pilots, or customer conversations

11:55 - Preparing for demo day: showcasing wins and progress

12:53 - Post-rejection follow-up: seeking feedback and keeping options open

14:19 - Applying these lessons: Selling, marketing, and sales experience in the application process

15:15 - Conclusion: Sales and execution are key; Brendan offers help for health tech sales strategy

https://kiinetics.com/

https://www.linkedin.com/in/brendanmcadams/

Summary

Discover how Vitalic is redefining behavioral health care for seniors through targeted engagement, strategic partnerships, and innovative AI applications. In this episode, Ben Gardner shares insights on market opportunities, navigating health plan sales, and the future landscape of health technology and risk management.

Guest Bio

Ben Gardner is a healthcare innovator with 25 years of experience scaling businesses at the intersection of payers and providers. As Co-Founder and CEO of Vitalic, he leads a world-class team in transforming senior behavioral healthcare.

Ben’s career includes founding Linkwell Health, where he pioneered consumer engagement for major insurers like Anthem. He also led growth at Archway Health and Array Behavioral, driving significant expansion in data science and telepsychiatry.

The foundation for Vitalic came from Ben’s insight into Medicare Advantage plans: while 70% of seniors never seek help for mental health needs, untreated depression causes medical costs to spiral. Vitalic solves this through proactive engagement, identifying at-risk seniors before a crisis to improve Star Ratings and reduce costs. Having raised $20M+ in venture capital and delivered multiple successful exits, Ben is uniquely positioned to scale Vitalic into a national platform that improves millions of lives.

Takeaways

• The underserved behavioral health needs of the 65+ population and potential market size
• Vitalic’s unique value proposition: proactive, episodic mental health care for seniors
• The importance of partnership with Medicare Advantage plans and risk-bearing providers
• Strategies for gaining stakeholder support within health plans and employer groups
• The role of specific metrics like PHQ-9 and depression follow-up in quality reporting and risk adjustment
• Overcoming resistance: cultural stigma, capacity constraints, and market entry barriers
• How AI enhances outreach, engagement, and clinical workflows, especially in populations difficult to reach
• The potential for provider organizations to act as new risk carriers through AI-driven risk management
• Future industry shifts: hospital systems expanding into insurance and the democratization of risk management via AI

Chapters

00:00 - Introduction to Ben Gardner and Vitalic's mission

02:00 - Addressing behavioral health gaps among seniors

05:00 - The significance of specialty care for aging adults

08:00 - Strategic partnership with VNS Health and key sales lessons

11:00 - Tailoring messages for different health plan departments

14:00 - Using quality metrics like STAR ratings and risk adjustment codes

17:00 - The biggest obstacles in selling behavioral health solutions

20:00 - Harnessing AI for member engagement and clinical operations

23:00 - Future industry disruptions: hospitals, insurers, and technology

26:00 - Advice for health tech entrepreneurs entering the marketplace

29:00 - Contact and collaboration opportunities with Ben Gardner

https://kiinetics.com/

https://www.linkedin.com/in/brendanmcadams/

Summary

Introducing upcoming resources and a fresh season of the "Let's Chat Health Tech" podcast, focusing on practical sales insights and health tech industry trends.

Takeaways

• Brendan McAdams discusses the upcoming "Salescraft Fundamentals" book series aimed at helping founders, salespeople, and health tech execs improve effectiveness
• The series will contain concise, actionable sales tips tailored to the needs of health tech professionals
• Insights on why focusing on specific, meaningful communication in healthcare sales is crucial
• An overview of the upcoming podcast season, highlighting guests from various health tech and healthcare backgrounds
• Brendan encourages listener feedback on topics and sales challenges, emphasizing community involvement

Chapters

00:00 Introduction to upcoming book series and podcast season

00:24 Overview of the "Salescraft Fundamentals" book series and its practical focus

00:47 The inspiration behind creating simple, impactful sales tips for health tech

01:10 Target audience: founders, salespeople, health tech executives

01:38 How the book series will be formatted and shared

02:03 Future updates and how to access tips via newsletter

02:27 Audience: anyone wanting to improve sales and engagement in health tech

02:53 Details about the new podcast season's theme on health tech sales execution

03:12 The importance of understanding healthcare operations and communicating with specificity

03:34 Preview of guest experts from health tech startups, health plans, and hospitals

03:56 Commitment to improving podcast production quality

04:22 Call for listener feedback and topic suggestions

04:36 Final thanks and sign-off

https://kiinetics.com/

https://www.linkedin.com/in/brendanmcadams/

Summary

Learn how healthcare sales are evolving amidst regulatory challenges, technological disruptions, and new industry dynamics. Brendan McAdams shares practical tips on becoming a trusted advisor, understanding industry complexities, and positioning your solutions for success in this rapidly changing landscape.

Takeaways

• The unique challenges of healthcare sales compared to other industries
• Why industry knowledge and detailed understanding are your competitive moat
• How to communicate value effectively in complex healthcare deals
• The impact of AI and regulatory changes on healthcare technology sales
• Practical advice for engaging with providers and health plans
• The importance of ongoing learning and industry immersion
• Future trends in healthcare, including disruption and industry upheaval
• Brendan’s personal growth stories and resource recommendations

Chapters

00:00 Introduction: Episode overview and season highlights.

00:28 Complexity in Healthcare Sales: Unique challenges and industry comparisons.

01:15 Expertise as a Competitive Edge: Building industry-specific knowledge.

02:30 Selling Solutions: Patient-facing vs. provider-facing challenges.

03:23 Navigating Regulations: Impact of new initiatives and system migrations.

04:42 AI and Healthcare: Disruptive technologies and market differentiation.

05:59 Engaging Providers: Strategies for effective communication and value delivery.

07:15 Continuous Learning: Importance of ongoing education and resources.

09:00 Industry Insights: Reflections on client work and future trends.

11:41 Closing Remarks: Upcoming season plans and listener engagement.

https://kiinetics.com/

https://www.linkedin.com/in/brendanmcadams/

Summary

In this episode of Let's Chat Health Tech, Brendan McAdams interviews Mustafa Al-Adhami about his entrepreneurial journey, focusing on health tech device development, customer discovery, hospital partnerships, FDA approval, and navigating funding landscapes. Mustafa shares valuable lessons on building tech that hospitals trust, the importance of customer relationships, and strategies for success in regulated healthcare markets.

Guest Bio

Mustafa Al-Adhami, PhD, is the founder and Chief Executive Officer of Astek Diagnostics and the inventor of the Jiddu Platform. Before pursuing his graduate work, he spent seven years in market discovery roles, during which he built and sold a software product. He subsequently earned his MS and PhD in Mechanical Engineering from the University of Maryland, Baltimore County, where the Jiddu Platform's technology was developed and where its foundational patents are held under license to the company. He is a named inventor on four issued patents and the author of nine peer-reviewed publications. He founded Astek to commercialize the platform. He is an Iraqi refugee who immigrated to the United States, and the personal story behind the company is described further in the inspiration section of this document.

https://www.linkedin.com/in/maladhami

https://astekdx.com/

Takeaways

• Mustafa's journey from refugee to founding Aztec
• Importance of customer discovery in health tech startups
• Building hospital relationships and identifying champions
• Navigating FDA pathways and pre-submission strategies
• Impact of funding, hospital economics, and partnerships
• Lessons from Y Combinator in health device innovation
• Targeting high-priority markets like urology and inpatient care
• Effective hospital sales strategies and organizational dynamics
• Using relationships and credibility to scale health tech
• Future plans: FDA clearance, outpatient expansion, and cost-savings

Chapters
00:00 Intro: Mustafa’s background in health tech/device dev.

01:29 Immigration story & early ventures.

02:25 Startup inspiration: Grandfather's UTI.

03:08 Customer discovery: Hypothesis testing & validation.

04:30 Interview techniques: Avoiding bias.

05:23 Validating fit: Confirmation & sign-offs.

06:31 Hospital engagement: Obtaining LOIs.

07:12 Socializing findings: Market insights.

07:49 Urology pivot: $1.1M clinician investment.

08:57 Market trends: Funding & AI.

10:23 Med Star: Strategic partnership & championing.

12:05 Scaling: Relationships & hospital support.

13:50 Impact: Cost savings, outcomes & health economics.

15:03 Y Combinator: Advice & healthcare skepticism.

17:15 Hospital sales: Sales champions & organizational nuances.

19:00 Emergency care: Sepsis management discovery.

21:30 Regulatory strategy: Outpatient shift & FDA timelines.

23:11 Startup advice: Data, pre-submissions & risk.

24:49 Reflections: Perseverance & industry validation.

25:53 Networking: LinkedIn & Aztec tech.

https://kiinetics.com/

https://www.linkedin.com/in/brendanmcadams/

Summary

In this episode, Brendan is joined by Eric Jolicoeur, Senior Program Manager at Care First, to demystify the inner workings of a health plan. They explore the complexities of provider data management, vendor interactions, regulatory impacts, and technological innovations like AI—all crucial for navigating healthcare and health plan operations.

Guest Bio

Senior Program Manager (PMP) with 20+ years of experience directing Federal IT and Regulatory programs within the healthcare sector. work in SAP-integrated environments while maintaining high-integrity data pipelines. A PMP-certified expert with a dual-concentration MBA, I combine a "builder" mindset with corporate rigor to scale complex healthcare delivery models.

https://www.linkedin.com/in/ericjolicoeur

https://www.carefirst.com

Takeaways

• The role and daily responsibilities of a provider data accuracy manager, acting as an air traffic controller for health plan data.
• Challenges faced when ensuring provider directory data remains current and accurate across multiple payers.
• How vendor relationships are managed in a highly regulated environment, and key advice for vendors aiming to collaborate effectively.
• The impact of inaccuracies in provider data on claims, network adequacy, CMS compliance, and STAR ratings.
• The importance of provider and member experience, and how data management influences both.
• The potential role of AI in reducing manual effort and improving data accuracy.
• Organizational complexity and the analogy of health plans as battleships—slow to change but resilient.
• The lengthy decision-making process in health plans, emphasizing the importance of long-term relationships and trust.

Chapters

00:00 Introduction and Guest Credibility
00:51 Eric Jolicoeur's Role and Daily Responsibilities
01:52 Provider Data Accuracy and Member Experience
03:07 Challenges of Updating Provider Data Across Payers
04:13 Vendor Selection and Evaluation Strategies
06:02 Customizability and Location-Specific Needs
07:38 Impact of Data Accuracy on Claims and Network Adequacy
09:43 Provider Experience and Communication Challenges
10:58 The Role of AI in Automating Data Management
12:52 Manual Processes and Credentialing Protocols
13:46 AI as an Air Traffic Controller for Data Updates
15:42 Organizational Complexity and System Evolution
17:41 System Replacements and Transition Challenges
19:10 Long Sales Cycles and Internal Buy-In
20:36 Regulatory Environment and Constant Changes
22:12 Advice for Vendors Working with Health Plans
24:16 Building Trust and Long-Term Relationships
24:49 The Value of Listening and Non-Manipulative Sales
25:38 The Long Road of Healthcare System Changes
26:50 Key Takeaways for Healthcare Vendors

https://kiinetics.com/

https://www.linkedin.com/in/brendanmcadams/