Go-to-Market Strategy
Channel strategies optimized for Cliexa's current stage—embedding within healthcare IT ecosystem while demonstrating clear ROI.
Direct Sales
Direct engagement with specialty practices and mid-sized health systems. Cliexa's messaging on reducing physician burnout and administrative waste resonates strongly with mounting provider pressures.
Advantages
- +Full control over positioning and pricing
- +Direct customer relationships
- +Higher margins (no partner split)
- +Faster feedback loops for product
- +ROI-driven storytelling in demos
Challenges
- -Higher customer acquisition cost
- -Limited scale with current team size
- -Requires sales team build-out
- -Longer enterprise sales cycles
Best For:
Specialty practices, small-to-mid health systems, standard EHR integrations (Athena, Greenway), customers valuing direct vendor relationship.
Current Example:
Colorado Arthritis Center pilot converted to full deployment via direct engagement.
SI-Led Channel
System Integrator partnerships for implementation and scale. Spring Parker model: consulting identifies challenges, Cliexa is brought in as enabling solution. BDR opens government healthcare.
Advantages
- +Access to existing customer relationships
- +Implementation capacity at scale
- +Credibility by association
- +Reach without large sales force
- +Government contracting access (via BDR)
Challenges
- -Margin compression (partner split)
- -Potential loss of customer relationship
- -SI priority conflicts with other vendors
- -Longer, complex sales cycles
- -Limited partner bandwidth to support
Best For:
Large enterprise deals (>$100K ARR), complex implementations, government/federal health, customers requiring SI trusted relationship.
Current Example:
BDR Solutions: Access to DHA Digital Front Door initiative and VA health system.
Hybrid / OEM
Selective partnerships combined with direct sales. Marketplace listings (Azure, Athenahealth) for easy procurement. Specialty associations (ACC model) for credibility-driven distribution.
Advantages
- +Balanced control and scale
- +Multiple revenue streams
- +Risk diversification
- +Marketplace procurement pathways
- +Association endorsement channels
Challenges
- -Channel conflict risk
- -Complex management overhead
- -Resource allocation challenges
- -Need clear rules of engagement
Best For:
Market expansion across segments, replicating ACC model with other specialty associations, mid-market with some integration complexity.
Current Example:
ACC channel: Thousands of cardiology clinics via professional society endorsement and co-development.
Active Channel Options
Marketplace Listings
Azure Marketplace (cliexaARCH), Athenahealth Marketplace for standardized pricing and easy procurement
Specialty Associations
ACC partnership model—co-development, endorsement, and channel to member clinics. Replicate with AAFP, ACS, ACR, AAN.
Government Channels
BDR Solutions partnership for DHA, VA, Military Health System. Need GSA schedules for direct federal procurement.
Target Market Segments
| Segment | Characteristics | GTM Approach | Deal Size | Cycle |
|---|---|---|---|---|
| Specialty Practices | Independent cardiology, rheumatology, pain management. High denial rates (10-20%), limited IT resources. | Direct via marketplace + specialty association channels | $20K-$50K ARR | 2-4 months |
| Outpatient Clinics | Multi-specialty ambulatory care. Seeking workflow automation and RCM improvement. | Direct sales + Athenahealth Marketplace | $50K-$100K ARR | 3-6 months |
| Mid-Size Health Systems | Community hospitals, regional systems. Value-based care pressure, need population health tools. | Hybrid—direct lead, SI implementation support | $100K-$500K ARR | 6-12 months |
| Government/Federal | VA, DHA, Military Health System. Long procurement but massive scale. Digital modernization mandates. | SI-led via BDR Solutions, expand contract vehicles | $500K+ ARR | 12-24 months |
Channel Decision Framework
Deal Size & Complexity
<$50K: Direct | $50-100K: Hybrid | >$100K: Consider SI
Implementation Burden
Standard EHR: Direct | Complex: SI support needed
Customer Relationship
SI trusted: Partner-led | Values vendor: Direct
Recommended Path
Balance speed-to-close with margin optimization