An innovative ambulatory cardiac monitor (ACM) was experiencing slower than anticipated market adoption. At the time, a clear, compelling value proposition had not been developed to drive utilization. TTi developed a “time to diagnosis” model that measures both outcomes and cost benefits from both facility and payor perspectives. This provided a key first step in establishing the ACM’s value, ultimately enabling the development and implementation of valuable facility sales and payor relations tools. For the facility-perspective model, TTi used a Markov model to demonstrate the improved population health and increased overall revenue that could be obtained through faster confirmation or exclusion of arrhythmia using the innovative ACM as a first-line diagnostic. For the payor-perspective model, a reduction in arrhythmia-related “events” (e.g., ED visits, inpatient hospitalizations, additional Dx testing, stroke) due to the new ACM was translated into PMPM outcomes and cost benefits, conveyed to payor via a simple payor ‘overlay’ to the facility model. TTi quantified time to diagnosis and costs from both facility and payor perspectives, provided the client with data to gain clinical champions and create demand in the marketplace, provided data to develop new marketing and sales approaches, and provided data to inform reimbursement and HE strategies to support market access.