I agree with Ryan Dravening that you'd want to start off lower down the ladder with doctors -- and I'd add patients -- before approaching insurance providers.

Yes, the insurance companies have bigger distribution. But won't they want case studies, testimonials, endorsements from people who've used the Sleep Aid app?

I don't know how frequently doctors use LinkedIn. My guess is that they're busy with their clinics and have little reason to engage in online professional networking.

But they might attend professional conferences. If you could find an event where many doctors are in attendance -- doctors who treat patients with sleep anomalies -- then you could make plenty of useful contacts.

I'd also recommend reaching out to patients through the usual methods such as SEM. You can easily target sleep disorders. Patients often research their own conditions and introduce new treatment options (both quack and non-quack) to their doctors.

With some decent questionnaires and tracking, you can tell the insurance companies how many of the patients and doctors they cover are using the app. Then perhaps your sales pitch to the big providers will find more traction.