“I couldn’t find any resources like this when I was building my company, so we decided to create something of our own that’ll help the next wave of Health System Enterprise SaaS (HSES) entrepreneurs dominate the game.”
Robert Lord, LionBird Partner
This guide covers practical issues such as
Marketing
How do you segment, prioritize and hone in on your ideal customers?
The early days of lead gen
What are the specific tactics and channels that work well for HSES?
Sales Pipeline Management
How do you segment, prioritize and hone in on your ideal customers?
GTM Hiring
When should you bring on your first SDR and how important is their existing rolodex?
Bottom of Funnel Sales
Getting through value committees and past the “Midwesterner” problem
Pilots vs Trial Periods
& much more…
Read the guide we've been providing to our own portfolio companies.
A must-read
Marc Tobias
CEO/Co-Founder – Phrase Health
In this eBook, Robert has done a phenomenal job in compiling his knowledge as both a practicing clinician and successful health IT founder for the broader health IT startup community.
Mor Brokman
CEO/Co-Founder – Greatmix
This could be a great time saver for HSES founders.
The dilemmas you discuss in this eBook exactly apply to us including practical concerns around purchasing a leads database and defining pilot periods.
Maya Ber Lerner
CEO/Co-Founder – Chiefy
Robert has built SaaS for health systems himself and worked with many other companies on a similar path.
He has a brilliant perspective that I continuously enjoy.
Picture this: you’re an HSES* company ready to take over the world.
Then, you make an avoidable mistake in your go-to-market strategy, and suddenly you’re spinning your wheels for 3-6 months.
We’ve been there.
*HSES = Health System Enterprise SaaS
Hard earned lessons from the trenches
Written by a founder for founders: this guide provides practical, tactical sales and marketing advice for navigating the complexities of selling to hospitals that we learned the hard way.
As a VC, LionBird has invested in some great HSES companies.
We also built a couple ourselves, and so we know how difficult your journey is.
Contributing our unique combination of experience, network, and tools, we help exceptional founders lay the best foundations for their companies to scale and succeed.
This is not a "sales playbook"
By narrowly focusing on the specific challenge of selling to health systems we aimed to go deeper.
The focus is on the scrappy early days of founder-led marketing, sales and customer success, before the systems for scaling are in place.
We created this because we couldn’t find anything like it when we started, and we want to help the next HSES entrepreneurs.
Learn how to grow from one hospital customer to hundreds
About the Author
Before joining LionBird as a Partner, Robert co-founded Protenus, a healthcare compliance analytics company from LionBird’s second fund, named the 2022 KLAS Category Leader in Patient Privacy Monitoring and Drug Diversion.
Robert is a featured thought leader in the Wall Street Journal, Forbes and the Baltimore Sun, among others, and was named to the Baltimore Business Journal’s “Tech 10” and Becker’s Hospital Review’s “Healthcare Entrepreneurs to Know.”
At LionBird, he serves on the board of HSES companies such Protenus, Phrase Health and Chiefy.
LionBird is a venture capital firm investing exclusively in pre-scale digital health companies.
Since its inception, the firm has invested in more than 35+ founding teams and now has over $150 million in AUM. Our focus is on helping founders lay the best foundations for their companies to scale and succeed.
DISCLAIMER: By signing up for this eBook, you’ll also be subscribed (if you aren’t already!) to our once-a-month LionBird Wings digital health founder newsletter which provides digital health founders with practical, tactical advice on GTM.