Go-to-Market Strategy¶

Executive Summary¶

This document outlines BrainSAIT's go-to-market strategy for the Saudi healthcare AI market. Our approach combines direct enterprise sales, partner channels, and digital marketing to capture market share in the rapidly growing healthcare IT sector.

Market Entry Strategy¶

Phase 1: Establish (Months 1-6)¶

Objective: Prove value with early adopters

Focus: - 3-5 lighthouse customers - Case study development - Reference building - Product refinement

Tactics: - Targeted outreach to innovation leaders - Free pilots / POCs - High-touch implementation - Success metrics tracking

Phase 2: Expand (Months 7-18)¶

Objective: Scale customer acquisition

Focus: - Repeatable sales process - Partner channel development - Marketing engine - Product expansion

Tactics: - Sales team expansion - Partner recruitment - Demand generation - Event presence

Phase 3: Lead (Months 19-36)¶

Objective: Market leadership

Focus: - Market share growth - Platform expansion - Ecosystem development - International preparation

Tactics: - Aggressive growth - Strategic partnerships - Acquisition opportunities - New market entry

Segmentation¶

Enterprise (Tier 1)¶

Definition: Large hospitals and health systems

Characteristics: - 200+ beds - Complex IT environment - Significant claim volume - Strong IT team

Approach: - Direct sales - Custom solutions - High-touch service - Strategic partnerships

Target: 20 accounts

Mid-Market (Tier 2)¶

Definition: Medium hospitals and groups

Characteristics: - 50-200 beds - Growing IT capability - Moderate claim volume - Value-conscious

Approach: - Direct + partner - Packaged solutions - Guided implementation - Success management

Target: 50 accounts

SME (Tier 3)¶

Definition: Clinics and small practices

Characteristics: - <50 beds or outpatient - Limited IT resources - Lower claim volume - Price-sensitive

Approach: - Partner channel - SaaS model - Self-service - Digital marketing

Target: 200+ accounts

Sales Strategy¶

Sales Model¶

Enterprise: Field sales - Named account executives - 6-12 month sales cycle - Custom proposals - Executive selling

Mid-Market: Inside sales + field - Territory reps - 3-6 month sales cycle - Standardized pricing - ROI-focused

SME: Digital + partner - Self-service signup - 1-3 month cycle - Volume pricing - Partner-led

Sales Process¶

1. Identify: Prospect research and qualification
2. Connect: Initial outreach and discovery
3. Explore: Needs assessment and demo
4. Advise: Solution design and proposal
5. Close: Negotiation and contract
6. Implement: Onboarding and go-live

Sales Enablement¶

• Battle cards
• ROI calculator
• Demo environment
• Customer references
• Proposal templates

Channel Strategy¶

Direct Sales¶

Coverage: - Enterprise: 100% - Mid-Market: 60% - SME: 10%

Investment: - Sales team - Sales engineering - Customer success

Partner Channel¶

Coverage: - Enterprise: 20% - Mid-Market: 40% - SME: 90%

Partner Types: - System integrators - Resellers - Technology partners

Investment: - Partner program - Enablement - Marketing funds

Pricing Strategy¶

Pricing Models¶

Per-Claim Pricing - Standard for Enterprise/Mid-Market - Volume-based tiers - Predictable scaling - Value alignment

Subscription Pricing - Available for SME - Monthly/annual - Feature-based tiers - Predictable budgeting

Hybrid Models - Base subscription + per-claim - Suitable for variable volume - Budget predictability

Pricing Framework¶

Customer Success¶

Implementation¶

Standard Timeline: 4-8 weeks

1. Week 1-2: Discovery and planning
2. Week 3-4: Configuration and integration
3. Week 5-6: Testing and training
4. Week 7-8: Go-live and optimization

Success Management¶

• Dedicated CSM for Enterprise
• Pooled CSM for Mid-Market
• Digital engagement for SME

Expansion Strategy¶

• Land with core product
• Expand with additional agents
• Cross-sell applications
• Upsell premium features

Competitive Strategy¶

Win Themes¶

1. AI-Native: Purpose-built AI, not bolted on
2. Saudi Focus: NPHIES expertise, Arabic support
3. Fast ROI: 90-day value realization
4. Modern Platform: Cloud-native, agile

Competitive Plays¶

vs. Traditional RCM: - Speed and innovation - AI capabilities - Cost efficiency - Implementation speed

vs. Local Vendors: - Technology depth - Proven outcomes - Scalability - Support quality

vs. International: - Local expertise - Language support - NPHIES focus - Accessibility

Revenue Plan¶

Year 1 Targets¶

Revenue Mix¶

• New business: 80%
• Expansion: 15%
• Services: 5%

Go-to-Market Metrics¶

Leading Indicators¶

• Pipeline coverage (3x)
• Lead response time (<1 hour)
• Demo-to-pilot conversion (40%)
• Pilot-to-close conversion (60%)

Lagging Indicators¶

• Win rate (30%)
• Average deal size
• Sales cycle length
• Customer acquisition cost

Risk Mitigation¶

Related Documents¶

• Marketing Plan
• Market Analysis
• Pricing Models
• Partner Program

Last updated: January 2025