a16z Bio + Health #19: Going B2C2B in Digital Health
Digital health companies are finding new paths to market. In this special edition of the a16z bio show, recorded live at the HLTH conference in Boston, we talk to digital health builders from Maven, Butterfly, and Bold about one of these new go-to-market (GTM) motions: B2C2B, or bottom up, that starts direct to consumer before selling to businesses and organizations. Why did they choose this motion? What makes it so powerful? And what tips do they have for other founders?
a16z Live · Julie Yoo, Jay Rughani, Bill Porter, Amanda Rees, Kate Ryder
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Show Notes
- Who is your "B" and who is your "C"? [2:02]
- Why did they choose B2C2B? [6:36]
- How did they craft their enterprise story? [11:42]
- Does going B2C2B increase CAC (customer acquisition costs)? [16:56]
- Three things to build an enterprise story around [22:26]
- How did their choice of B2C2B impact investor conversations? [34:23]
- What mix of consumer vs. healthcare talent did they need? [40:42]
For more on the new digital health go-to-market, visit a16z.com/digital-health-builders. And for more great a16z Bio shows on Clubhouse, follow the a16z bio club.