Multi-site physician services platform
Growth Engine Build
Commercial operating system built on top of four affiliation pathways. The platform grew from 16 to 36 practices, 100 to 400+ providers, $50M to $100M+ revenue
The situation
The platform had four affiliation pathways built sequentially over two years. The pathways worked individually. But the commercial team had no consistent way to qualify, route, or track growth across them. Business development defaulted to whichever pathway they knew best rather than the one that fit the physician. Marketing built materials in parallel without a shared framework. Operations staffed for demand they couldn’t predict. Leadership allocated resources without visibility into the full portfolio. The platform had growth products but no commercial operating system to run them. Business development was paid activity bounties, a fixed payment per opportunity engaged and per opportunity qualified, which rewarded motion whether or not a deal converted to revenue.
What I built
Intake and qualification process: structured discovery framework surfacing physician career stage, ownership status, appetite for operational change, financial situation, value-based care interest, and timeline before any pathway was introduced
Pathway routing framework: explicit decision logic matching physician profiles to the appropriate pathway, with guidance for physicians who were candidates for multiple pathways
Sales compensation rebuilt into three roles, with base pay, a target bonus and tiered commission on contracted revenue, replacing the activity bounties
Contracted revenue defined across the platform's four agreement types (practice service agreements, practice asset purchases, retiring-physician transitions and new-location leases), so every commission was calculable without dispute
Pipeline stage model and dashboards: five stages, each with a weighted probability, and opportunity volume and stage visible by pathway and by business development rep
Conversion metrics: pathway-level and rep-level performance tracking
Capacity planning: pipeline translated to operational demand across practice launches, integrations, and affiliation onboarding
Portfolio-level strategic reviews: pathway mix assessed against market opportunity on a recurring basis
The result
Conversion rates improved as physicians were matched to the pathway that fit their circumstances
Every commission dollar tied to revenue that converted, and a pipeline weighted by stage that could be forecast from
Forward-looking capacity planning ended the pipeline clustering surprises
Portfolio-level metrics tracked total output, whichever pathway delivered it
The platform grew from 16 to 36 practices, 100 to 400+ providers, $50M to $100M+ revenue
© 2026 Martel Health
Sales compensation rebuilt into three roles, with base pay, a target bonus and tiered commission on contracted revenue, replacing the activity bounties