So you want to start a digital health company? First, you?ll need to identify your customers. You can dive right into the belly of the B2B beast and sell to physicians, employers, health plans, etc, but this will be an arduous journey. Health organizations are notoriously change averse and if you?re not already on their radar, it can be challenging to break in. On the flip side, you can try your hand in the consumer marketplace. People are hungrier than ever for solutions that can make a direct impact on their health and well-being. The D2C path comes with steep competition and consumer marketing ambiguity, but if you do it right, you may just become a household name. There is no wrong answer, but these leaders have been through it all and come with the stories to tell.
