About the series
As federal Medicaid priorities teeter on the edge of major transformation, many state agencies, managed care plans, and federal HHS teams have entered a period of collective pause—a “shock mode” marked by internal uncertainty, delayed decisions, and heightened scrutiny. At the same time, some solution providers continue to invest heavily in go-to-market efforts, not always recognizing the dramatic shift in buyer psychology. Others continue their sales efforts, but are struggling to know how to pivot.
This three-part series, “Who’s Buying What?”, shares anonymous insights from both sides of the market—solution provider CEOs and Medicaid plan and agency executives—to uncover the a potential and growing misalignment between pitch and purchase. From ghosted pilots to silence from state buyers, these stories reveal the deeper dynamics shaping Medicaid procurement in 2025. The series offers practical, targeted guidance for vendors adjusting their targeting strategies in a time of heightened uncertainty, and for buyers hoping to signal needs without inviting a flood of premature outreach.