B2C2B in Digital Health, a founder's playbook

B2C2B — also known as bottom up — has helped companies like Slack, Zoom, Dropbox, and other software companies break into B2B. Now B2C2B is coming to digital health, as a wave of startups are first selling products and services directly to consumers, and then when they reach a critical mass moving into insurance companies, employers, and other organizations.

But executing these two go-to-markets in parallel adds complexity. In this video, our team talks to six leading digital health builders — from Maven, Benchling, Buoy Health, Marley Medical, Bold, and Butterfly — for their takes on eight of the most important questions B2C2B digital health startups have to answer.

*How do you acquire users? [9:02]
*How do you build an engaging consumer product? [12:37]
*How do you price for consumer? [15:27]
*When do you go B2B? [18:54]
*How do you find your B2B buyer and product-market fit in the enterprise? [20:43]
*How do you sell B2B? [22:41]
*How do you balance two GTMs at scale? [25:33]
*What's the role of professional services? [27:40]

[natashawiscombe]

This is exactly what I’ve been working with digital health startups on but didn’t have the same motion phrasing. Thanks for the clarity!

[davidignatiusanyaeche]

This is fantastic on how digital health startups’ GTM are manifested and the general incubation of healthcare startups!

[kpopreaction]

Very high quality content. This is great

[michaelkopko]

This was great. Very interesting discussion and well produced. Great strategies for healthcare go to market motion.