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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a16z Bio + Health on a16z Live
Conversations with bold entrepreneurs and builders who are reimagining healthcare and biotech.
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a16z Bio + Health #20: How useful is real world data in medicine?
With Vineeta Agarwala, Suchi Saria, Gaurav Singal, Terry Myerson, Atul Butte
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a16z Bio + Health #19 Going B2C2B in Digital Health
With Julie Yoo, Jay Rughani, Bill Porter, Amanda Rees, Kate Ryder
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a16z Bio + Health #16 Digital Health for Complex Care
With Venkat Mocherla, Vijay Pande, Manav Sevak, Vineeta Agarwala, Sachin Jain, Tarun Kapoor, Rebecca Harrington
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a16z Bio + Health #13 Care After COVID with Accolade
With Vijay Pande, Vineeta Agarwala, Shantanu Nundy, Jorge Conde, Julie Yoo
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a16z Bio + Health #12 Talking Price Transparency and Patient Engagement with Cedar
With Florian Otto, Scott Kupor, Venkat Mocherla, Jorge Conde, Julie Yoo
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a16z Bio + Health #11 The Digital Health OGs with Ginger, Omada, and more
With Vineeta Agarwala, Karan Singh, Chris Hogg, Jorge Conde, Sean Duffy, Julie Yoo
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a16z Bio + Health #10 The Digital Health Difference with Lyra Health
With Vineeta Agarwala, Connie Chen, Jorge Conde, Julie Yoo
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a16z Bio + Health #5 From COVID to Consumerism & the Future of Virtual First Care
With Vijay Pande, Venkat Mocherla, Vineeta Agarwala, Stephen Klasko, Julie Yoo, Jorge Conde
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a16z Bio + Health #3 Metabolic Health with Levels
With Vijay Pande, Vineeta Agarwala, Jeff Jordan, Jorge Conde, Casey Means, Julie Yoo
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a16z Bio + Health #2 Digital Diagnostics
With Vijay Pande, Vineeta Agarwala, Gaurav Singal, Jorge Conde
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a16z Bio + Health #1 Things That Make You Go Hmmmm in Healthcare
With Vijay Pande, Vineeta Agarwala, Marc Andreessen, Jorge Conde, Nikhil Krishnan, Julie Yoo