Guy Friedman - Strategies for successful pivoting

Healthtech Marketing Podcast – Making a Successful Pivot – Guy Friedman, CEO of SteadyMD.

In this video podcast, Guy Friedman, Co-Founder & CEO of Steady MD,  talks about how they made a successful pivot by creating a network of physicians who are licensed in every state and provide care via telehealth

Speaking to Adam(CEO & Founder of healthlauchpad, Guy shares valuable insights about their company’s inbound marketing. Friedman explains their approach to selling, building a strong brand, and marketing their services.

The podcast is brought to you in partnership with HIMSS

Podcast Highlights With Timestamps

1:26 – Guy Friedman & Steady MD –  Introduction

4: 55 -Guy Friedman Talks About Competition & Dynamics

9:04 – SteadyMD – Target Customers

10:25 – How SteadyMD Sells To Its Market

13:06 – Guy Friedman On How They Get Their Story Out?

16:32 – Brand Building – Customers & Prospects Vs Physicians

21:25 – Strategy for Clinician & Patients’ Long-term Relationships

23:39 –  SteadmanMD – Building Brand From Inside Out

25:16 – Guy Friedman – One Piece of Advice

Podcast  Video – Successful Pivot – Guy Friedman, CEO, SteadyMD

Podcast Briefs With Time Stamps – Guy Friedman

1:26 Introduction – Guy Friedman & SteadyMD 

The podcast begins with Adam, CEO & Founder of healthlauchpad making an introductory statement, thanking HIMSS for its partnership.

He then welcomes Guy Friedman (Co-founder & CEO of SteadyMD) to introduce himself and their company

1:26 Guy Friedman & SteadyMD –  Introduction

As the podcast begins, Guy introduces himself and the company by explaining that:

  • Their company, SteadyMD is a 6-year-old startup
  • They started as a virtual primary care company focusing on high-end consumers
  • They charge a monthly subscription fee to patients that get unlimited access to dedicated clinicians
  • By 2020, they had built a robust infrastructure to power digital health companies with their on-demand clinician network
  • They have a network of doctors, nurses, and therapists that are all licensed and able to attend to patients in all 50 States.
  • Through their network, companies can now easily scale without having to spend in building a new clinician workforce

4: 55Guy Friedman Talks About Competition & Dynamics

In the video podcast, Guy goes ahead to explain how:

  • They do not face much competition because setting up a network like theirs takes time and has no shortcut
  • COVID created an opportunity for some players who needed urgent solutions to embrace their network

9:04SteadyMD – Target Customers

Having started with B2C and embracing the B2B model:

  • Their customers are digital healthcare companies
  • They also serve direct consumers and end-users like hospitals, payers, and pharmaceutical players
  • Their platform makes it easier for their customers to easily scale up because they can cost-effectively link patients with clinicians.

10:25How SteadyMD Sells To Its Market

Further in the podcast, Guy Friedman reveals that their marketing strategy is based on the value proposition and that:

  • They share with customers how expensive it will be if they decide to build their own network.
  • Customers in their network see financial sense without a drop in quality or clinical effectiveness.

13:06Guy Friedman On How They Get Their Story Out?

Guy takes note that their current lack of a formidable competitor within their space will not last for long because the market continues to grow.

And so, in telling their story, SteadyMD:

  • Continuously brand themselves by focusing on the quality of their services
  • Ensure they gain trust from patients and partners
  • Prioritize the creation of a better clinician experience than typical telehealth, or digital health company

16:32 Brand Building – Customers & Prospects Vs. Physicians

Also in the podcast, Guy talks about the following as their brand strategy:

  • Targeting both customers and prospects through various marketing channels such as LinkedIn, Facebook, Social Media, conferences, and outbound sales
  • Continuously talking about value proposition to clinicians

He goes ahead to reveal some of the core reasons that drive clinicians to embrace telehealth

21:25Strategy for Clinician & Patients’ Long-term Relationships

As a strategy to acquire long-term partnerships with its customers, Guy explains that:

  • In their B2B business, they still focus on their original virtual primary care which is consumer focused
  • For a greater clinician experience, they allow clients to work with their day-to-day patients as well as their long-term patients

23:39 –  SteadyMD – Building Brand From Inside Out

SteadyMD’s success is because they:

  • Build their brand from the inside out
  • Have clear value prepositions, including clear value to the clinicians
  • Sell a better patient experience

25:16Guy Friedman – One Piece of Advice

The podcast ends with Guy sharing one of the main lessons he has learned.

He advises that to drive a successful startup, you must find a network of friends who understands you and what you can brainstorm with instead of doing it alone.

Podcast Subscription

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And if you’re listening to this and you think you’ve got an idea you would wish to share, or know somebody you wish to be in this podcast, let me know.

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Adam Turinas

Hi, I am Adam Turinas, Healthlaunchpad's founder. I am passionate about helping healthtech firms succeed through better sales and marketing. I have hard-earned experience in healthcare technolgy as I started two healthcare businesses in the US, the first with zero healthcare experience. We sold the second business to a strategic buyer seven years later. Over 9 years building a healhtech businesses, I have learned how to sell and market effectively to healthcare organizations. Prior to this, I spent two decades in digital marketing across healthcare and other consumer industries where I sold over $100 million in products and services to corporations and healthcare orgs. I would love to talk with you. You can book a call with me on the right hand side. Best Adam