Malama Health GTM brain

category

market profile

• text: Medicaid maternal care can be fragmented across clinical visits, social support and the postpartum year.
• text: Malama combines community-based doula care management with remote gestational diabetes monitoring and provider coordination.

personas

• title: Medicaid health plan maternal health leader
  pains:

  • High-risk members can be hard to engage early and face clinical and social barriers between visits.
  • Plans need scalable support across pregnancy and the postpartum year while managing maternity costs.
• title: OB or maternal-fetal medicine practice leader
  pains:

  • Patients need glucose monitoring and social support outside scheduled appointments.
  • Manual documentation and follow-up add administrative work to clinical teams.
• title: Pregnant or postpartum Medicaid member
  pains:

  • Finding covered care, transportation, food and baby supplies can be overwhelming.
  • Gestational diabetes management and postpartum recovery can feel isolating.

icp

• text: Medicaid managed care plans serving pregnant and postpartum members, especially populations with elevated clinical or social needs.
• text: OB practices, FQHCs and health systems treating pregnant patients and seeking remote monitoring or between-visit care coordination.
• text: Initial geographic fit follows service availability: the payer page lists California, Colorado and Texas.

message pillars

• text: Provide personal support throughout the maternal journey.
• text: Bring doula-led care and social support into the community.
• text: Extend clinical teams' reach between appointments.

objections

• objection: Will this add another workflow for our clinicians?
  response: Malama describes a provider portal and EHR workflows including Epic; validate integration and workflow fit with a pilot.
• objection: Can our members afford this support?
  response: Coverage depends on plan, location and eligibility; verify benefits before enrollment.
• objection: How do we know outcomes will translate to our population?
  response: Review the underlying evidence, comparison groups and local baseline, then agree on a measurable pilot.

competitors

• name: Mae Health
  website: https://meetmae.com/partners
  why: Partners with Medicaid plans on community doula support and care coordination.
• name: Mahmee
  website: https://www.mahmee.com/
  why: Offers insurance-covered maternal care including doula and nursing support.
• name: Maven Clinic
  why: Maternal and family health platform competing for payer and employer partnerships.

keywords

• Medicaid doula program
• maternal care management
• pregnancy postpartum support Medicaid
• gestational diabetes remote monitoring
• doula care health plans
• maternal health care coordination
• Medi-Cal doula support

voice

• warm and reassuring
• community-centered
• outcomes-oriented for payers

signals

• text: A Medicaid plan is expanding doula benefits or seeking maternal health equity partners in a served state.
• text: A provider sees high gestational diabetes monitoring workload or unmet transportation and social support needs.

stack

• Epic integration
• remote patient monitoring

pricing

motion

channels

• health plan partnerships
• provider referrals
• community events
• LinkedIn
• SEO

confidence

Founders

• name: Mika Eddy
  title: Founder
  role: Founder
  bio: Mika is the co-founder and CEO of Malama Health, a maternal health company that delivers tech-enabled care for high risk perinatal conditions. Prior to Malama, Mika was the Director of Clinical Product Innovation at UnitedHealthcare, the largest health insurer in the world. There, she worked on achieving cost savings of $200M through digital health initiatives. Mika received her BA in human biology and MS in management from Stanford University, where she met her co-founders, Orlando and Daniela.
• name: Orlando Li
  title: Founder
  role: Founder
  bio: Orlando is the co-founder and CTO of Malama Health. Prior to Malama, he was a senior software engineer at Airbnb working on experiences. Orlando met his co-founder Mika 10 years ago while he was pursuing MS at UCLA.