For the report, Rock Health surveyed 85 founders from digital health startups about selling to businesses like providers, payers and pharmaceutical companies. The investigators went on to conduct in-depth interviews with more than 15 executives from startups and healthcare companies to deduce how digital health startups close deals, including their approaches to tactics like pilots and partnerships.
Here are four insights into how digital health startups approach pilots.
1. The plurality of respondents (41 percent) said they conducted moderate research prior to reaching out to prospective customers.
2. Here’s how long respondents said it takes to get a pilot started, from “handshake” to start date:
- Less than two months: 15 percent
- Two to three months: 34 percent
- Four to six months: 20 percent
- Seven to 12 months: 20 percent
- More than 12 months: 12 percent
3. Here are the top three goals respondents noted when pursuing a pilot:
- New customer: 75 percent
- Product/market fit: 40 percent
- Raise funding: 25 percent
4. The plurality of respondents (37 percent) ranked finding the appropriate buyer in the organization a “moderately difficult” step to signing a customer.
Click here to view the full report.
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