The most significant bottleneck in the adoption of healthcare technology to date has been distribution. Over the last decade, generations of digital health companies have struggled to reach escape velocity—not because their products and services weren’t transformative, but because they failed to find an executable path for sustainable distribution and value capture.

Some of that was simply due to the overall immaturity of the market and its inability (or resistance) to absorb and pay for novel, software-based products that didn’t slot easily into existing budgets and care plans. Some of it was that companies lacked the capital to be able to survive long healthcare enterprise sales cycles that were the primary path for going to market.

In response, resourceful digital health founders have been finding creative and efficient ways of getting their technology to market. We believe this is important for our healthcare system. So, we have been collecting insights and knowledge from these founders in our Digital Health Go-To-Market Playbook series, in hope that our learnings will help you build your companies.

One exciting go-to-market strategy we’ve observed is to build a two-sided network. In this approach, a company builds products and services that are valuable to one market constituent—say, patients, providers, payors, pharma/biotech, or pharmacies—and then leverages that network of users, as well as the data generated in serving those users, into offering products and services to another set of constituents. Though this strategy comes with added complexity, two-sided networks can result in more durable business models as a result of powerful network effects.

In this episode of our Digital Health Go-to-Market Playbook, we talk about the basics behind a two-sided network model and why it’s a particularly interesting time in healthcare for this approach. Then, we ask five different founders—Iman Abuzeid, MD, CEO, and Cofounder of Incredible Health; Andrew Adams, CEO and Cofounder of Headway; Thomas Clozel, MD, CEO, and Cofounder of Owkin; Doug Hirsch, CEO and Cofounder of GoodRx; and Arif Nathoo, MD, CEO, and Cofounder of Komodo Health—to share their approach to and learnings from successfully executing multi-sided network GTM strategies.

We cover a lot of ground in this GTM Playbook, so use the Table of Contents at left, the timestamps in the video, and the transcript to help you find the information that’s most valuable to you. We’ll continue to post our learnings at our hub page, so please let us know—what’s working best for your team?

The most significant bottleneck in the adoption of healthcare technology to date has been distribution. Over the last decade, generations of digital health companies have struggled to reach escape velocity—not because their products and services weren’t transformative, but because they failed to find an executable path for sustainable distribution and value capture.

Some of that was simply due to the overall immaturity of the market and its inability (or resistance) to absorb and pay for novel, software-based products that didn’t slot easily into existing budgets and care plans. Some of it was that companies lacked the capital to be able to survive long healthcare enterprise sales cycles that were the primary path for going to market.

In response, resourceful digital health founders have been finding creative and efficient ways of getting their technology to market. We believe this is important for our healthcare system. So, we have been collecting insights and knowledge from these founders in our Digital Health Go-To-Market Playbook series, in hope that our learnings will help you build your companies.

One exciting go-to-market strategy we’ve observed is to build a two-sided network. In this approach, a company builds products and services that are valuable to one market constituent—say, patients, providers, payors, pharma/biotech, or pharmacies—and then leverages that network of users, as well as the data generated in serving those users, into offering products and services to another set of constituents. Though this strategy comes with added complexity, two-sided networks can result in more durable business models as a result of powerful network effects.

In this episode of our Digital Health Go-to-Market Playbook, we talk about the basics behind a two-sided network model and why it’s a particularly interesting time in healthcare for this approach. Then, we ask five different founders—Iman Abuzeid, MD, CEO, and Cofounder of Incredible Health; Andrew Adams, CEO and Cofounder of Headway; Thomas Clozel, MD, CEO, and Cofounder of Owkin; Doug Hirsch, CEO and Cofounder of GoodRx; and Arif Nathoo, MD, CEO, and Cofounder of Komodo Health—to share their approach to and learnings from successfully executing multi-sided network GTM strategies.

We cover a lot of ground in this GTM Playbook, so use the Table of Contents at left, the timestamps in the video, and the transcript to help you find the information that’s most valuable to you. We’ll continue to post our learnings at our hub page, so please let us know—what’s working best for your team?