Market Activation Analyst (Health Plans / Health Systems)

About Lyra Health Lyra Health is a leading provider of evidence-based mental health care, serving more than 20 million people globally in partnership with employers and more than 100 million through health plan and partner relationships. The company has delivered more than 15 million sessions of mental health care, published more than 35 peer-reviewed studies, and delivered unmatched outcomes in terms of access, clinical effectiveness, and cost efficiency. Extensive peer-reviewed research confirms Lyra’s transformative care model helps people recover twice as fast and results in a 26% annual reduction in overall healthcare claims costs. Lyra is transforming access to life-changing mental health care through Lyra Empower, the only fully integrated, AI-powered platform combining the highest-quality care and technology solutions.
About the Role:

Reporting to the VP Strategy, the Market Activation Analyst for Health Plans & Health Systems (HP/HS) will serve as the analytical engine driving strategic geographic expansion, market entry, and commercial activation. This role bridges macro-level healthcare market intelligence with tactical target setting to optimize commercial growth and care delivery scaling.

The ideal candidate possesses deep quantitative rigour, experience working with third-party healthcare datasets, and the ability to turn complex market dynamics into executable, provider-level and payer-level activation playbooks.

Responsibilities

Macro Market Analysis & Expansion Strategy

• Leverage third-party healthcare data platforms and analytical tools (e.g., claims data, census/demographic data, payer landscape analysis) to conduct macro-level market evaluations.

• Synthesize complex market trends to inform the corporate roadmap and establish data-driven strategic rationales for future geographic expansion and payer contracting priorities.

• Evaluate payer density, reimbursement models, and local healthcare regulations to identify high-value market entry opportunities.

Playbook Customization & Tactical Prioritization

• Develop and customize market-specific activation playbooks with directional prioritization of target provider groups, health systems, and specialty service lines.

• Conduct strategic profiling and market-level competitive analysis to pinpoint high-potential clinical partners and network integration opportunities.

• Partner with cross-functional commercial, clinical operations, and business development teams to tailor market go-to-market strategies based on local competitive dynamics.

Funnel Modeling & Target Setting

• Refine, maintain, and own the market activation Top-of-Funnel (TOFU) and Care Starts quantitative models that drive company-wide target-setting.

• Track key performance indicators (KPIs) across activation stages—from initial market entry and provider outreach through to patient onboarding and active care starts.

• Iterate forecast models using empirical performance data to optimize lead generation, funnel efficiency, and revenue predictability per market.

Qualifications

• Experience: 3+ years of experience in healthcare analytics, management consulting, corporate strategy, business operations, or market intelligence within a digital health, health plan, health system, or high-growth healthtech organization.

• Data & Analytical Skills: Advanced quantitative and analytical skills (Excel, Google Sheets, SQL, or BI tools like Tableau/Looker) with proven experience structuring and manipulating large third-party datasets (e.g., IQVIA, Definitely Health, CMS/claims data).

• Strategic & Funnel Modeling: Direct experience building and maintaining conversion, pipeline, or top-of-funnel operational models (e.g., lead-to-care start funnels).

• Industry Knowledge: Deep understanding of US healthcare delivery models, health plan reimbursement structures, health system operations, and provider profiling.

• Communication: Strong narrative synthesis and slide-building abilities to translate dense market data into clear, actionable executive playbooks.

• Education: Bachelor’s degree in Healthcare Administration, Business, Economics, Statistics, or a related quantitative field.

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