Affirm Health · Customer Discovery Case Study 6.4% interest rate with the refined ICP, vs 3.75% across the broader market.

Affirm Health, a pioneering healthcare technology company, aimed to enhance its product-market fit and establish a robust outbound sales strategy within the competitive U.S. healthcare market. Their innovative solution focused on streamlining the payer care gap data management for healthcare systems and primary care practices. To achieve this, Affirm Health partnered with JJELLYFISH for a comprehensive three-month customer discovery capstone project, targeting the validation of crucial market assumptions and refining their core ideal customer profile.

As Affirm Health explored the market, it became clear that not every healthcare organization faced the same challenges with care gap data. Many larger, multi-specialty healthcare systems had already implemented internal or third-party tools to address the issue, leaving only a portion of the market still needing a solution. The challenge was identifying which market segment was still struggling and focusing resources efficiently.

Affirm Health used a structured outbound strategy and Customer Discovery process to gather data, refine their GTM approach, and allocate resources more effectively.

Target Segment Refinement: Customer Discovery revealed that larger, multi-specialty healthcare organizations (500+ employees, 25+ physicians) faced significant data management challenges. Focusing on these high-need prospects led to a refined ICP and a 6.4% interest rate, nearly double the 3.75% from broader market efforts.

Strategic Multi-Channel Outreach: A LinkedIn and email campaign, prioritizing personalized LinkedIn outreach, achieved a 68% meeting success rate, far exceeding traditional email efforts. This strategy resulted in 22 meetings (146% above target) and multiple product demos, reflecting strong market demand.

Insight on Buyer Maturity: Discovery indicated many healthcare organizations had existing solutions, signaling higher buyer maturity. Although the assumption about siloed data overwhelm was invalidated, organizations were still grappling with complex issues, like data reconciliation between payer systems and EHRs. This insight shifted Affirm Health’s focus to mature buyers seeking advanced solutions, enabling faster sales cycles and better resource efficiency.

By refining their ICP and streamlining their GTM strategy, Affirm Health targeted the right market, saving time and resources while delivering solutions tailored to larger healthcare systems' needs. This data-driven approach has positioned them for substantial growth, serving a refined ICP with the most critical data management challenges.