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Selling DHT to Commercial Payers

Commercial payers are not just buying technology. They are balancing employer expectations, member engagement, cost pressure, security risk, and long deal cycles at the same time. In this live, in-person podcast recorded during Twin Cities Startup Week 2024, Demi Radeva (Akros Advisory) sits down with Tiffany Martin, Vice President of Product and Partnerships at UnitedHealth Group and Optum, to explain how commercial payers actually evaluate digital health solutions and where founders most often miss the mark. Drawing on Tiffany’s experience leading large-scale partnerships serving more than 25 million commercial members, including collaborations with Apple and Peloton, the conversation breaks down what drives real decisions inside large health plans, from target list creation to pilots, engagement, and ROI. This session covers: How commercial payers differ from Medicare and Medicaid, and why employers drive most decisions What commercial payers look for in digital health partnerships Why member engagement is the gating factor for ROI How payers source and evaluate digital health companies What grabs a partnerships leader’s attention and what gets filtered out Common misconceptions around marketing, promotion, and payer support The biggest deal blockers, including security, data protection, and integrations How ROI, hard benefits, and soft benefits are assessed What engagement, NPS, and outcome metrics start to matter Emerging trends including AI, interoperability, precision medicine, and holistic care Hosted by Akros Advisory We help digital health and healthcare organizations navigate commercial payer strategy, partnerships, and go-to-market execution with rigor, realism, and execution-focused insight.