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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Selling to SMBs, a Founder’s Playbook
How are healthtech companies creating sustainable growth paths by selling to SMBs? Can companies solely rely on SMB sales to get to scale, or do they inevitably need to go upmarket (especially during challenging economic times)? We talked to Nancy Ham, the previous CEO of WebPT, Nate Maslak, CEO and cofounder of Ribbon Health, and Oliver Kharraz, CEO and cofounder of ZocDoc, to unpack their SMB-go-to-market strategies. We also surveyed 33 digital health companies that sell to SMBs to gain insight into a broader swath of approaches that upstarts are taking.
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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