Inside Trek Health’s Sales Strategy: Converting Healthcare Providers in a High-Trust Market
In healthcare technology, the success of your sales strategy often hinges more on implementation capabilities than initial conversations. Trek Health discovered this firsthand while building their healthcare payments platform. In a recent episode of Category Visionaries, founder Dilpreet Sahota revealed their approach to winning trust in a market where mistakes can be catastrophic.
Finding the Pain Point Sweet Spot
Trek Health’s sales strategy begins with a counterintuitive insight: the problem they’re solving is so apparent that selling isn’t the main challenge. “Selling to providers is definitely not the challenge. The pain point resonates very well with these folks,” Dilpreet explains.
The pain is universal. Providers “have to spend a ridiculous amount of time on the phone with insurance networks dealing with angry patients that have a claim that was rejected, and now they got to pay a ridiculous amount out of pocket.” This widespread frustration creates natural receptivity to solutions.
Building Trust Through Specialty Focus
Rather than trying to solve healthcare payments broadly, Trek Health focused specifically on behavioral health. “What we have attempted to do is really to obsess with the customer experience in a way that is actually specialty specific,” Dilpreet shares. This specialization allows them to speak the language of their customers and understand their unique challenges.
The Implementation Challenge
While selling might be straightforward, implementation is where the real work begins. “What is the challenge is implementation,” Dilpreet notes. “Data interoperability within healthcare is quite lacking. Many of the practice management systems or EHR systems that these groups have within their stack today… don’t have APIs.”
Scaling Success Through Reference Customers
Trek Health’s approach is working. “We today are serving 35 clients, over about 200 providers today that are encompassed within those 35 clients,” Dilpreet shares. These successful implementations span from small practices to “venture backed startups that have a presence in 15 states.”
The Revenue Model
Their pricing strategy reflects their partnership approach. “We are generally taking 5% of the transaction on behalf of these providers to actually service them,” Dilpreet explains. This aligns Trek Health’s success with their customers’ success, building trust through shared incentives.
Key Elements of Their Sales Strategy
- Deep Market Understanding Trek Health’s team has worked with “companies backed by entries in Horowitz SoftBank within the insured tech space, also within behavioral health space.” This experience lends credibility to their solutions.
- Focus on Implementation Rather than overselling, they’re upfront about implementation challenges and prepared to handle them.
- Specialty-Specific Solutions By focusing on behavioral health, they can offer more targeted and effective solutions.
- Clear Value Proposition They address a clear pain point: the fact that “of the $4 trillion that are spent in healthcare in the US… $1 trillion every year is spent specifically on healthcare admin.”
The Future Vision
Trek Health’s sales strategy isn’t just about winning customers – it’s about transforming healthcare delivery. “What we want to aim to is have less than 10% of total transactions that our team is processing require any sort of human input whatsoever,” Dilpreet shares.
For B2B founders selling into regulated markets, Trek Health’s approach offers valuable lessons:
- Focus on specific verticals where you can build deep expertise
- Be prepared for implementation challenges from the start
- Build a pricing model that aligns with customer success
- Think beyond the initial sale to long-term transformation
The key to success in high-trust markets isn’t just making the sale – it’s being prepared to deliver on your promises through complex implementations while maintaining a clear vision for industry transformation.
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