Podcast Episode: Delivering Value to Distinct Buyer Audiences

Great companies are built on and driven by clear GTM strategies, a specific ICP, consistent messaging, and disciplined metrics. Those steps are fairly straightforward when that company has a single audience to serve. But it’s almost a given that a business will have more than one audience. Most have a set of buyers who then have their own set of constituents. As the source provider, you must understand what constitutes value for each – then meet those distinct needs thoughtfully and consistently, and be aware of how they may be evolving. 

The key to success lies in understanding which of your audiences is the ICP and which are secondary targets and then mapping your offerings to what each one needs and wants most. The process demands focus and flexibility. When a business succeeds in the effort, partnerships thrive, channels widen, and the business is positioned for exponential impact. 

In this episode of the Extraordinary Pursuits podcast from BIP Ventures, HealtheMed CEO Steve Pontius shares strategies and tactics for understanding and addressing multiple audiences' needs. He shares examples of how HealtheMed has grown by organizing its sales and marketing efforts to satisfy the distinct requirements of two very distinct audiences – healthcare providers and their patients.  

This is an episode for any company that is striving to grow their buying audiences and build partner channels.

Timestamps: 

• [00:01] Intro and a bit about our guest, Steve Pontius 
• [03:07] Steve’s career journey and how he got into entrepreneurship  
• [07:21] About HealtheMed and its mission to serve underserved populations 
• [09:12] The challenge that sparked Steve’s interest (in just 45 seconds) 
• [11:51] How HealtheMed delivers solutions to its audience  
• [14:43] HealtheMed's main buying constituent and solution  
• [19:04] Key sales and data points for building strong partnerships  
• [23:58] How HealtheMed works inside the home 
• [29:09] How HealtheMed mitigates challenges in remote monitoring  
• [31:50] Steve’s advice on how to get to the core of what your audience needs 
• [35:22] How to reach out and connect with Steve 

Points of Wisdom: 

• “If you’re going to be an entrepreneur, one of the best questions you can ever ask is WHY.” [05:39] 
• “The story is way more important; the data is a supplement.” [17:53] 
• “Clients have their own concerns, and they are legit; whether we think they should be or not, it doesn’t matter.” [30:46] 
• “The start-ups that get there get there (do so) because they keep pushing and talking to everybody; this is the only way to be successful.” [34:41] 

About Steve Pontius: 

Steve Pontius is the CEO of HealtheMed, a groundbreaking organization delivering in-home health healthcare and support to underserved populations in Minnesota. He has decades of entrepreneurial, operational and marketing experience within complex businesses in the healthcare space, including Minute Clinic. Under Steve’s leadership, HealtheMed is bridging gaps by bringing innovative technology and care into the homes of the people who need it most. HealtheMed has improved access to vital care services, the health and longevity of typically underserved populations, and the outcomes for caregivers and the healthcare system.