How PayMedix Turns Healthcare Complexity into Measurable Impact
FEATURING: Tom Policelli, CEO, HPS PayMedix and TempoPay
HOSTED BY: Alison Costello, President, Decibel Media
ABOUT THE CONVERSATION
In healthcare, having a better solution is only part of the challenge. Getting people to understand why it matters, proving that it works, and bringing it to more markets are just as important.
In this episode of the Decibel Impact Series, Tom Policelli, CEO of HPS PayMedix and TempoPay, joins Decibel Media President Alison Costello to discuss how he’s approached these challenges while building and expanding healthcare businesses.
From tailoring messages to different audiences to leading with proof instead of complexity, Tom shares how PayMedix communicates its value in a crowded healthcare market. He also discusses the measurable impact behind its model, the importance of disciplined expansion, and why ambitious growth requires both conviction and regular reality checks.
Make complexity understandable
Why knowing your audience and leading with proof points helps earn attention and build understanding.
Let the results tell the story
How PayMedix uses retention, satisfaction and medical cost trends to demonstrate value.
Land before you expand
Why building a foothold in each new market is more effective than investing heavily in awareness before the business is established.
Balance ambition with discipline
Tom’s philosophy of “focused self-delusion” and the importance of setting goals, measuring progress and adjusting along the way.
READ THE CONVERSATION
Prefer to read? See the video transcript below.
1:21 Making Complex Healthcare Understandable
Alison Costello: As PayMedix has grown and you’ve reached new audiences, how have you approached explaining a complex healthcare solution?
Tom Policelli: One of the things that has always worked for me is creating a clear picture of the person we’re speaking to. A hospital CFO has very different priorities than a small business owner. You have to understand what matters to each audience and make sure your messaging speaks to those needs.
03:17 Leading With Proof Points
Alison Costello: How do you get people interested enough to want to understand more?How do you get people interested enough to want to understand more?How do you get people interested enough to want to understand more?
Tom Policelli: Healthcare can be complicated, and people hear similar claims all the time. I start with a simple explanation of what we do, then move quickly to three proof points. You have to give people a reason to care before you can expect them to listen to the details.
07:07 Measuring Real Impact
Alison Costello: How do you get people interested enough to want to understand more?
Tom Policelli: Our medical cost trend is running under 4%, while the broader market is running over 8%. By helping people access care when they need it, rather than waiting until something becomes an emergency, we’re helping improve outcomes and reduce costs. That benefits patients, providers and employers.
09:43 Land and Expand
Alison Costello: How does marketing support your national expansion strategy?
Tom Policelli: We take the opposite approach from raising a lot of money and spending heavily on marketing before establishing the business. We make sure we have a foothold in a market first, then build from there. It’s a land-and-expand strategy that’s more capital efficient and gives us a stronger foundation for growth.
12:05 Focused Self-Delusion
Alison Costello: What advice would you share with other leaders building or scaling something new?
Tom Policelli: I call it focused self-delusion. You have to believe you can change an established market, which takes a certain amount of conviction. But you also need clear goals and regular checkpoints where you step back, evaluate what you’ve learned and adjust your approach. You need both.
