Business Development System Build

Commercial engine built from zero and validated through a three-market pilot. Scale-ready BD playbook delivered. Platform grew 97 to 170 providers during the engagement.

THE SITUATION

The platform had committed capital, a payer partnership providing contracting leverage, and a CIN participation framework with a three-tier affiliation model. What it did not have was a commercial engine to put any of it in motion. CIN growth had relied on ad hoc outreach and word of mouth. The absence of a repeatable BD system limited the ability to engage independent primary care practices at scale. A capability assessment across five BD domains showed all five at the lowest maturity level.

WHAT I BUILT

• Targeting: consolidated fragmented lists into a single source of truth with standardized fields, built tiering framework by payer attribution, panel size, and readiness indicators; data hygiene flagged nearly half of existing contacts as invalid

• Messaging: rebuilt value proposition around six concrete physician revenue streams (rate enhancement, per-member bonuses, visit-based incentives, quality bonuses, shared savings, support subsidies); built full collateral stack including email templates, role-specific call scripts, provider one-pager, and economic impact calculator

• Engaging: designed multi-touch cadence with up to eight touches over twenty days across email and phone, with defined objectives at each touchpoint and cross-functional handoff protocols

• Tracking: configured CRM with pipeline stages (Targeting, Qualifying, Offer, Contracting), entry and exit criteria, cohort labeling, and performance dashboards

• Managing: defined cross-functional responsibilities across BD, marketing, and practice transformation; established weekly BD syncs with standardized agenda; drafted comprehensive BD playbook for operating reference and future hire training

THE PILOT

Launched across three markets targeting ~100 practices with ~600 outreach touches (~430 emails, ~195 calls). Designed to stress-test every domain against live conditions and surface what would break at scale, not to maximize short-term conversions.

• Validated: CRM backbone, multi-touch cadence framework, layered outreach (post-call follow-up emails at ~20% open rate versus ~12% for cold sends; final-reminder emails at ~30% opens), phone as data enrichment and warming channel (~45% connect rate)

• Ruled out: cold email blasts alone (near-zero response), social proof and urgency messaging with practices unfamiliar with value-based care (~5% opens), standalone voicemails (zero callbacks), direct physician outreach as entry point (gatekeepers consistently blocked access)

• Prevented: scaling on dirty data (nearly half of contacts invalid), over-calling fatigue (receptionist annoyance after three attempts established cadence limits), over-reliance on cold tactics the pilot proved ineffective

THE RESULT

• Five BD domains built from fragmented baseline to operational maturity

• Pilot validated infrastructure and generated calibrated benchmarks for statewide rollout

• Refined BD playbook delivered with validated targeting criteria, calibrated messaging, tested cadence design, CRM configuration, and governance structure

• Market-by-market expansion roadmap with prioritization and resource requirements

• Platform grew from 97 to 170 providers during engagement (75% growth)

The CRM configuration, pipeline stages, and reporting dashboards are maintained by the BD team. The outreach cadence and collateral stack are in active use. The BD playbook serves as operating reference and training material. The governance rhythm continues with weekly syncs and pipeline reviews.

Where is the platform stuck?

Committed capital and a thesis but no commercial engine to put it in motion? Let’s talk.

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