Multi-site physician services platform
Affiliation Pathway Build
The addressable market expanded from one physician segment to the full independent practice landscape, through two new pathways
The situation
The platform had one growth model: de novo practice development requiring physicians to invest significant startup capital. It worked for a narrow segment. It left hundreds of existing independent practices across the region permanently out of reach, and it eliminated physicians who wanted ownership but couldn’t fund the startup. The commercial team had one way to say yes. For most physicians, the answer was structurally no, not because they weren’t interested, but because no pathway fit their circumstances.
What I built
Commercial segmentation framework: physicians categorized by circumstance (career stage, ownership status, capital access, appetite for operational change) rather than treated as a single population
Sponsored Practice pathway: platform absorbs startup costs, removing capital as the primary barrier and opening the new-practice segment to previously excluded physicians
Practice Affiliation pathway: new commercial entry point for existing independent owners providing back-office support, enhanced fee schedules, improved revenue cycle management, and value-based care navigation while preserving practice ownership
Distinct value propositions, qualification criteria, and operating models for each pathway
Business development qualification process matching physician circumstances to the appropriate pathway before any pitch
The result
The full independent practice landscape came into reach, beyond the physicians who could fund de novo startups
The Sponsored Practice pathway raised physician conversion by removing capital as the primary barrier
The Practice Affiliation pathway opened an entirely new pipeline: existing practices that had never been prospects
Both pathways generated consistent deal flow
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