SDOH Then and Now: Building a GTM Strategy That Works

Social Determinants of Health has evolved from a conversation about identifying social needs into a much more complex question: how do you build, fund, sell, implement, and prove the value of solutions that address those needs? This webinar is designed for founders, operators, executives, investors, and go-to-market leaders building in Social Determinants of Health, health equity, community care, navigation, or other solutions that need to gain adoption with payers, providers, health systems, employers, government organizations, and community partners. Together, Demi Radeva and Joe Hinderstein bring perspectives from both sides of the healthcare buying process. Demi draws from her experience operating inside managed care and evaluating and purchasing SDOH solutions, while Joe brings experience selling social care and closed-loop referral solutions to health plans, government agencies, and health systems. They explore how the SDOH market has changed, why many promising solutions struggle to gain traction, and what founders need to understand about buyers, workflows, reimbursement, ROI, and implementation before going to market. You will gain insights on: ✅ How the SDOH market has evolved from resource directories and screening tools to closed-loop interventions, measurable outcomes, and ROI-driven solutions ✅ Why SDOH and health equity are related but distinct concepts, and why understanding that distinction matters when building a business case ✅ Why selling an SDOH solution is uniquely difficult when payers, providers, governments, community-based organizations, and patients all have different incentives ✅ How the “wrong pocket” problem can affect investment decisions and how healthcare organizations think about the timeline to ROI ✅ Why today's healthcare buyers expect more than engagement or referrals and increasingly want evidence of clinical outcomes, financial impact, and measurable value ✅ How target population, pricing model, implementation costs, and time horizon can dramatically change the ROI of a solution ✅ Why choosing the right buyer matters and how the needs of a payer, provider, health system, employer, or state can lead to very different go-to-market strategies ✅ How to design around existing clinical, care management, and community workflows rather than expecting organizations to completely redesign operations around a new solution ✅ How funding pathways such as programmatic spend, Medicaid initiatives, HRSN programs, supplemental benefits, and other reimbursement mechanisms can influence market opportunity ✅ A practical framework for picking the right buyer, solving a meaningful business problem, designing for existing workflows, following the money, and proving that your intervention created the result The goal of this session is to help founders move beyond selling the idea of SDOH and build a go-to-market strategy around the problems healthcare organizations are actively trying to solve, the outcomes they are willing to fund, and the operational realities required to scale. This webinar is part of the Akros Akademy. Learn more: akrosadvisory.com/akademy The Experts: Demi Radeva, MSc — CEO & Founder, Akros Advisory Joe Hinderstein — SDOH, sales, and go-to-market strategist with 11 years of healthcare experience across health systems, social care technology, health economics, and healthcare consulting 👍 If this webinar helped you, subscribe to Akros Advisory on YouTube or follow The Akros Advantage on Spotify, and share it with a founder, operator, or healthcare innovator building in SDOH. #SocialDeterminantsOfHealth #SDOH #DigitalHealth #HealthcareStartups #GoToMarket #Medicaid #HealthEquity #HealthcareInnovation