When a health system or payer assesses digital health vendors, they consult the analyst report and peer benchmark before taking your call. If you are missing, mischaracterized, or buried, you lose deals you never realized you were part of. Analyst relations helps you earn an accurate, credible place in the reports that guide enterprise health buying. We build the program to get you there.
The Challenge
The people influencing your enterprise deals never hear your pitch – they read a report
Payer, provider, and employer buyers lean heavily on independent analysts and benchmarks like KLAS and Rock Health to shortlist digital health vendors, and much of that evaluation happens before you ever get a meeting. If your company is missing or poorly represented in those sources, you are cut from consideration invisibly. Most digital health teams pour effort into direct marketing and ignore the third-party voices buyers actually trust. Being absent from the analyst conversation is losing deals in a room you were never invited to.
Analysts place you in a category, and when that category is wrong, everything downstream goes wrong
Analysts decide which bucket your product sits in, who your comparables are, and how your capabilities get described, and a miscategorization follows you into every buyer's evaluation. A remote monitoring platform lumped in with generic wellness apps gets judged against the wrong criteria and loses. Correcting a bad analyst framing after it sets is far harder than shaping it early. Most companies never engage until the categorization is already working against them.
You approach analysts like press rather than a relationship requiring sustained, credible engagement
Analyst relations is not a one-time briefing or a press release – it is an ongoing relationship built on substantive, consistent engagement and real data. Companies that reach out only when a report is due, or that pitch analysts like journalists, get ignored or dinged for it. Analysts reward vendors who engage seriously over time and can back claims with evidence. Without a sustained program, you stay a footnote no matter how good the product is.
You lack proof discipline, while health analysts demand evidence, not adjectives
Health analysts scrutinize outcomes, security, and clinical validity, and vague capability claims without supporting data get discounted or flagged. Digital health companies often have real evidence – outcomes data, security posture, clinical validation – but present it as marketing adjectives that analysts cannot use. The gap between having proof and packaging it for analyst scrutiny is where credibility is won or lost. Analyst-grade proof discipline is a specific skill most marketing teams lack.
How We Help
We begin by mapping the analysts and reports that truly influence your buyers. Not every analyst affects a payer or provider decision, so we pinpoint the firms, benchmarks, and reports shaping your deals and focus the program there. This keeps the work centered on the third-party voices that move enterprise health buying instead of pursuing coverage no buyer reads.
Next, we correct your categorization and positioning in analyst terms. We determine how analysts currently frame you and where that framing causes harm, then develop the positioning and evidence needed to put you in the right category alongside the right comparables. Establishing the right category early costs far less than correcting it later, so this is where the program begins, not where it eventually lands.
Then we create analyst-grade proof. We take the outcomes data, security posture, and clinical validation you already have and turn it into the evidence analysts expect – not marketing adjectives. This proof discipline distinguishes vendors analysts trust from those they discount, while also providing ammunition for your entire enterprise go-to-market.
For execution, we manage the relationship as a sustained program. We establish the briefing cadence, ongoing data-sharing, and substantive engagement that build analyst credibility over time, instead of appearing only when a report is due. We manage the preparation, briefings, and follow-through so your leaders present themselves credibly and consistently.
To measure progress, we monitor your representation and rating trajectory in the reports that matter, analyst sentiment, and the downstream impact on enterprise pipeline where attribution is possible. We evaluate the program by whether buyers find an accurate, credible version of you in the sources they trust and whether that helps support deals.
What sets us apart is that we manage analyst relations as an embedded operator who understands both digital health buying and how to package clinical evidence for analyst scrutiny. Securing a credible place in the reports that influence enterprise health deals takes sustained, evidence-backed engagement, and that is where we work.
What we deliver
- Analyst and report map identifying the firms and benchmarks that actually influence your payer and provider buyers
- Category and positioning correction that places you against the right comparables in analyst terms
- Analyst-grade proof package built from your real outcomes, security posture, and clinical validation
- Sustained engagement program – briefing cadence, data-sharing, and preparation for consistent credibility
- Representation measurement – report presence and rating trajectory, analyst sentiment, and enterprise pipeline effect
In enterprise digital health, the analyst report is the sales call you cannot attend. The vendors that win are not those with the loudest marketing – they are the ones that entered the analyst relationship years early with evidence rather than adjectives.
Our Methodology
We deliver analyst relations through a 90-day sprint that establishes an ongoing program. The first 30 days focus on mapping and diagnosis: we identify the analysts and reports influencing your buyers and evaluate how you are currently categorized and rated. Days 30 through 60 focus on positioning and proof: we correct the category framing and create an analyst-grade evidence package using your real data. Days 60 through 90 focus on engagement: we begin the briefing cadence, lead the first substantive analyst engagements, and set an ongoing rhythm for data-sharing.
Unlike a PR agency that treats analysts as press, we approach this as a sustained, evidence-backed relationship because that is what analysts value. In digital health, proof must withstand clinical and security scrutiny, making proof discipline foundational rather than cosmetic. We build from the outcomes and validation you already possess, concentrate only on analysts who influence your deals, and assess the program by accurate representation in the reports buyers actually consult.
Our Approach
The first 30 days focus on mapping and diagnosis. We identify the analysts, firms, and benchmarks that genuinely influence your buyers and evaluate how you are currently categorized and rated. You receive an honest assessment of where you are missing, mischaracterized, or buried within the sources shaping enterprise health decisions.
Days 30 through 60 center on positioning and proof. We correct the category framing, develop the positioning, and package your actual outcomes, security, and clinical validation as analyst-grade evidence. From your team, we need access to outcomes and security data, product and clinical leaders for briefings, and leadership time for substantive engagements.
Days 60 through 90 shift into engagement. We start the briefing cadence, conduct the first analyst engagements, and establish an ongoing data-sharing rhythm while tracking your representation and sentiment against a baseline. Since analyst credibility builds over time and reports follow annual cycles, most engagements extend well beyond the first sprint, with a typical initial build lasting three to six months followed by ongoing program operation.
Our cadence includes a weekly working session with your product and marketing leads, along with preparation and debriefs for every analyst interaction. We work within your existing go-to-market rhythm so analyst relations strengthens the enterprise sales motion instead of operating as a separate communications effort.
- Accurate representation in the reports buyers read
- Correct category and comparable positioning
- Analyst-grade proof that supports the whole go-to-market
- Improved analyst sentiment and rating trajectory
If your digital health company needs analyst relations leadership, we should talk.
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Frequently asked questions
What does a digital health analyst relations engagement cost?
We price analyst relations at a fixed monthly fee based on the number of analyst firms involved, the depth of proof-packaging needed, and the level of ongoing engagement the program requires. Developing the evidence base and correcting categorization demands more upfront work than steady-state maintenance, and we scope that transparently. Because analyst credibility compounds and reports operate on annual cycles, most relationships continue long beyond the initial sprint.
How soon will we see results from an analyst relations engagement?
Positioning improvements and stronger analyst sentiment may begin during the first few months of substantive engagement, but formal inclusion in reports follows analysts' publication cycles, which are often annual. The mapping, positioning, and proof package are completed within 90 days. We set expectations around analyst cycles instead of promising rapid coverage, and measure accurate representation and sentiment rather than press hits.
How does the analyst relations team work with our existing staff?
We embed with your product, clinical, and marketing teams because credible analyst engagement depends on real data and leadership involvement. We require access to outcomes and security data, product and clinical leaders for briefings, and leadership time for important engagements. We hold a weekly working session and prepare and debrief your leaders for each analyst interaction so they appear credible and consistent.
What distinguishes Winston Francois from a traditional PR or analyst relations agency?
A traditional agency approaches analysts like press and pitches them sporadically. We manage a sustained, evidence-backed relationship, know how to package clinical and security proof for analyst scrutiny, and concentrate only on analysts who truly influence your enterprise health deals. We are evaluated on accurate representation and its pipeline impact, not the volume of coverage.
How is ROI measured for an analyst relations engagement?
We monitor your presence and rating trajectory within the reports that matter, analyst sentiment over time, and the downstream impact on enterprise pipeline where attribution is possible. Vanity coverage counts are left out because they do not represent buyer influence. The program is evaluated by whether buyers find an accurate, credible version of you in the sources they trust and whether that helps advance deals.
What kind of digital health company is the right fit for this service?
This service is suited to digital health companies roughly in the 5M to 100M ARR range that sell to payers, providers, or employers where analyst reports and benchmarks shape purchasing. It works best when you have genuine outcomes, security, and clinical evidence, along with leadership prepared to engage analysts consistently. If you offer a low-consideration consumer product, analyst relations is much less relevant. The process begins with a strategy call and an evaluation of your current analyst standing.
