Digital Health Builders

The New Paths to Market in Digital Health

We are seeing a revolution in how digital health companies distribute their product. Some are finding bottom up traction with end consumers as a path to enterprise buyer. Others are pioneering risk-based contracting, developing multi-sided marketplaces, or taking advantage of new aggregator partnerships. a16z general partner Julie Yoo explains why the go-to-market (GTM) for digital health startups is shifting and the five new GTM motions that she sees emerging.

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Two-sided Networks, a Founder's Playbook

Multi-sided network businesses are connecting our fragmented and siloed healthcare system in fundamentally new ways. Founders are using this go-to-market strategy as a creative and efficient way of getting their technology innovation to their target customers – patients, providers, payors, pharma/biotechs, and/or pharmacies. However, it can be complex to execute. Vineeta Agarwala and Jay Rughani spoke with digital health builders — from GoodRx, Headway, Incredible Health, Komodo Health, and Owkin— who are meeting the challenge of setting up these complex but resilient business models.

 

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Risk-based Contracting for Value-based Care, a Founder’s Playbook

Healthcare is undergoing a transformation, from care that is predominately fee for service and based on volume to value-based care. Risk-based contracts are critical to building businesses based on risk and value, rather than fees and volume. We talked to digital health builders — from Firefly Health, Pearl Health, Waymark, Carrum Health, Eleanor Health, Patina Health, and BlueCross BlueShield of North Carolina — about deciding to go at risk, picking and negotiating with payor partners, defining success, and more.

 

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B2C2B in Digital Health, a Founder’s Playbook

A wave of digital health companies have entered the market by first going direct to consumers, clinicians, care providers, and even life science researchers (B2C). Once they have enough traction with a cohort of users, they start selling to the enterprise. We interviewed some of the most successful B2C2B digital health founders and leaders — from Benchling, Bold, Butterfly, Maven, and Marley Medical— to put together a playbook for going bottom up.

 

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