Onboarding Plan & 30-60-90 Day Strategy
Focus: Selling Steer Health to Functional Medicine, Surgical Specialties (Orthopedics), and Ophthalmology Practices, targeting SMBs (1-10 locations, >$5M revenue) to accelerate ARR. Complement EHRs (Athena, ModMed, Greenway) and displace legacy point solutions (ZocDoc, Phreesia), positioning Steer Health as the AI-powered growth engine for high-margin, commercially insured patients. Leverage Andrew’s ZocDoc experience for authentic competitor pitches.
Onboarding Timeline: Condensed to 10 days, emphasizing immediate action, Athena list prioritization, and ZocDoc displacement. Avoid enterprise targets initially.
Day 1: Welcome & Orientation
Expand on Steer Health’s mission, vision, and culture. High-level overview of Steer’s market disrupting solutions Role Clarity and Goal Setting: Review AE responsibilities: lead generation, demo delivery, deal closure. First independent call by Day 9 Pipeline: 50% self-sourced, 50% from SDRs (Lendy: Functional Medicine, Summer: Orthopedics) Report to Sridhar & VP of Sales (Monte) Team Intros/Company Org. Chart: Identify roles and responsibilities with fellow team members Ensure that Hubspot and Zoominfo is connected, email is working properly Introduce Sourcing/Sales list & enrichment process Share Athena list, and sorting/enrichment process Work on list flow for the remainder of the day
Day 2-3: Product & Market Immersion
Product Training (led by Nicole & Gabbie): AI Scheduling: Optimize booking, eliminate no-show fees. Patient Engagement: Personalized SMS, email, notifications. Workflow Automation: Streamline intake, billing. Digital Front Door: Enhance MyChart discovery, geo-targeted clinician profiles. Integrations: Seamless with Athena, ModMed, Greenway; complements Epic/MyChart. Hands-On Practice: Simulate scheduling, campaigns, automation (e.g., Functional Medicine telehealth, Orthopedics referral). Functional Medicine: Telehealth trend, complex scheduling, long consults. Surgical Specialties (Plastic Surgery, Orthopedics): Elective procedures, pre-op inefficiencies. Ophthalmology: High volume, aging population, diagnostics. SMB Focus: Athena users (3,000+ clinics, 1-10 locations, >$5M revenue), ModMed (Dermatology, Plastics), Greenway (Orthopedics). Displace ZocDoc (~3,000 clinics), Phreesia (124 clinics). Avoid chiropractic practices. Case Studies: Specialty-specific and SMB cases (36% patient growth, 5-6x ROI). Self-Study: Review demos, ICP snapshots (Athena, competitors), ZocDoc/Phreesia battlecards. Prioritize Athena list (ENT, OBGYN, 1-10 locations, >$5M revenue) for digestible targets. Highlight Functional Medicine telehealth trend and ZocDoc displacement pitch: “I worked at ZocDoc; Steer eliminates fees, boosts visits 15%”. Day 4: Competitive & Buyer Insights
Competitive Analysis: Compare Steer Health to ZocDoc, Phreesia, NextPatient, Tebra. Differentiators: no no-show fees, AI-driven acquisition, 5-6x ROI. Provide battlecards (ZocDoc: fee-heavy, Phreesia: limited AI). Buyer Personas Deep Dive: Physician-Owner/Partner: “Fill schedules, no ZocDoc fees” (Athena: no staff; Competitor: replace tools). Practice Manager/COO: “90-day payback, 20% fewer calls” (Athena: integration; Competitor: retire vendors). Front-Desk/Call-Center Lead: “Self-service tools” (Athena: complex cases; Competitor: unified workflows). Activity: Map personas to value propositions. Value Proposition Crafting: Develop pitches. Example: “For Athena-using Plastics, Steer eliminates ZocDoc fees, delivers 5x ROI.” Day 5-6: Sales Process & Tools
Consultative Sales Methodology: Train on 5-step process: Discovery, Education, Demonstration, Objection Handling, Closing. Role-play BANT (>55% commercial payer mix, >1,500 monthly calls). CRM and Sales Enablement: HubSpot for outreach sheets (dark green: enriched leads, light green: manual enrichment) Quick-Reference Guides: CRM, demo scripts, objections, ROI calculator. Review with Tristan. Pipeline Management: Build pipeline (50% self-sourced, 50% SDR leads). Forecast 35 deep dives/quarter. Goal: 8 leads by Day 10 Self-Study: Watch sales calls, complete worksheet. Day 7-8: Real-World Application
Shadow Demos: Observe 3 calls/demos. Debrief. Peer-Led Sessions: Discuss wins (Dermatology multi-location) and losses (long contracts). Identify 3 takeaways. Cross-Functional Meetings: Marketing: Lead generation (Athena webinar, “Phreesia alternatives” SEO). Customer Success: Onboarding to address buyer concerns. Day 9: Practice & Feedback
Mock Sales Calls and Demos (3 hours): Conduct 3 mocks (2 Athena, 1 ZocDoc displacement). Receive feedback. Objection Handling (1.5 hours): Role-play 8 objections (e.g., “ZocDoc’s cheaper” → “Steer eliminates fees, doubles conversions”; “MyChart works” → “Steer enhances discovery”). Key Differentiators Presentation (1.5 hours): Practice 5-minute pitch (36% patients, no fees, 115% retention). Refine with Gabbie. Internal Notes Integration: Accelerate mocks to Day 9 for demo-readiness (Regus). Emphasize ZocDoc displacement authenticity and MyChart complementarity (New Recording). Day 10: Launch & Growth
Independent Pipeline Management: Schedule 4 calls with Athena leads (ZoomInfo-filtered, 1-10 locations, >$5M revenue). Log in HubSpot. Goal: 2 deep dives (45-minute calls). 1:1 with Sales Manager: Review pipeline, coach prioritization. Report to VP of Sales. KPIs and Tracking: KPIs: 8 leads, 2 deep dives, 1 proposal by Day 14. Monitor via HubSpot. Action Items: Start calls by Day 10, focusing on Athena (ENT, OBGYN, etc.) 30-60-90 Day Plan
30 Days: Foundation & Early Wins
Master Functional Medicine, Surgical Specialties, Ophthalmology, Athena segment. Book 10 deep dives (7 Athena, 3 competitor). Secure 3 pilots (30-day “Quick Win”). Go live with 2 SMBs (1-10 locations) in <21 days. Targeting: ZoomInfo for Athena users (3,000+ clinics, 1-10 locations, >$5M revenue). Dark green leads in HubSpot, light green for manual enrichment. Outbound: “Athena Supercharger” sequence (email, LinkedIn, voicemail, 36-hour urgency). Inbound: Promote Athena webinar, share Plastics one-pager. Demo: Tailored demos (Orthopedics automation), 3-year ROI deck within 24 hours. Training: One-pagers, battlecards, ZoomInfo demo professionalism. Gabbie overview. Support: Weekly 1:1s, daily Tristan check-ins, Athena guide. Internal Notes Integration: 50% self-sourced pipeline, reward deep dives (New Recording). Avoid enterprises, focus on Athena SMBs (Regus). 60 Days: Scale & Refine
Close $50k ACV (2-3 deals, Plastics, Dermatology, Ophthalmology). Achieve 8 pilots, 5 SMBs live. Expand 1 pilot to Digital Front Door bundle. Targeting: Add ModMed, Greenway (>600 clinics), ZocDoc list (~3,000 clinics). Outbound: Loom videos, “Switch-out rebate.” Pitch: “I worked at ZocDoc; Steer eliminates fees.” Inbound: “Why point solutions stall” blog, “ZocDoc fees” SEO. Partnerships: Athena reps (SPIFF), MGMA chapters. Pilot: Track KPIs (appointment yield, call deflection), ROI report. Enablement: ROI calculator, 5 SMB case studies. Net Dollar Retention: >115% Support: Biweekly peer learning, cross-functional syncs. Internal Notes Integration: Introduce ZocDoc list, leverage Andrew’s expertise, ensure no overlap with Summer (Orthopedics), Lendy (Functional Medicine, New Recording, Regus). 90 Days: Optimize & Expand
Close $150k ACV (6-8 deals, Orthopedics, multi-specialty). Achieve 12 pilots, 10 SMBs live. Upsell Luna AI Voice/Reputation Boost to 2 clients. Targeting: Finalize ICP lists (Athena, ModMed, Greenway, ZocDoc/Phreesia). Outbound: Iterate pitches, scale urgency sequences. Inbound: 3 SMB case studies, second Athena webinar. Partnerships: White-label to ZocDoc-migrating agencies. Expansion: QBRs, upsell Referral Accelerator. Mitigation: Parallel runs for long contracts, no-code widgets. Net Dollar Retention: >115% Support: Monthly huddle, training library. Internal Notes Integration: Maintain 36-hour urgency, partner with Fullscript/Practice Better, complement EHRs (New Recording). Key Differentiators to Master
AE Sales Enablement Focus
Power Moves for High Impact
Data-Driven Selling: ROI calculator, 5-6x ROI case studies. Emotional Intelligence: Mirror buyer language, role-play empathy. Continuous Learning: Biweekly peer sessions, 1 case study/week, “ZocDoc fees” trends. Specialty Customization: Telehealth for Functional Medicine, cosmetics for Plastics. Urgency Creation: 36-hour deal emails. Outcome
By Day 10, Andrew will be targeting Athena SMBs (1-10 locations, >$5M revenue) and leveraging ZocDoc experience for competitor displacement. By 90 days, he will close $150k ACV, secure 12 pilots, and scale a dynamic pipeline (ENT, OBGYN, Plastics, Orthopedics, Ophthalmology), complementing EHRs and driving high-margin patient growth, with clear reporting to VP of Sales.
