SDOH Then and Now: Building a GTM Strategy That Works
Social Determinants of Health (SDOH) remains one of the most complex and challenging areas in healthcare to build, scale, and sustain. Success requires more than a compelling solution. It requires understanding how funding flows, who owns the problem, how decisions are made, and what drives adoption across a fragmented ecosystem of payers, providers, community organizations, and technology partners.
This workshop is designed to help founders, operators, and investors make the strategic decisions that determine whether an SDOH solution gains traction and delivers measurable impact.
Demi Radeva and Joe Hinderstein have spent years evaluating, purchasing, implementing, and operating SDOH solutions from multiple sides of the healthcare ecosystem. Their experience spans payer strategy, care delivery, community-based partnerships, and program operations, providing a unique perspective on what buyers need, what operators face, and why many SDOH solutions struggle to gain traction despite strong intentions. Together, they will share a practical framework for navigating the realities of the SDOH market and making decisions that align with how healthcare organizations actually buy, implement, and scale solutions.
You will gain insight on:
How the SDOH landscape has evolved and what has changed in today's market environment
Why SDOH is often misunderstood, including the distinction between SDOH and health equity, and how that impacts positioning and adoption
Why go-to-market is uniquely challenging in the SDOH space, including fragmented funding sources, operational complexity, and unclear ownership across stakeholders
How to evaluate who your buyer should be, including payers, providers, employers, and community-based organizations
How buyer selection influences product design, implementation requirements, sales cycles, and growth strategy
How to define your solution model, including technology-enabled services, software platforms, and hybrid approaches
How to identify the right problem, target population, and market entry point based on real-world demand and unmet needs
The session will also walk through real-world examples and a hypothetical company scenario to demonstrate how different strategic choices lead to different outcomes in practice. The goal of this session is to equip founders, executives, and investors with a practical framework for making go-to-market decisions in the SDOH space. You’ll leave with actionable guidance and prompts you can apply directly to your own business to refine your strategy and accelerate adoption.