Rughani: Three specific market conditions justify building two-sided healthcare networks

“While two-sided networks can be more complex to execute, founders who choose this go-to-market strategy are typically addressing at least one of three situations in which it can be worth the effort. One, broken data flows between two or more sets of constituents. In this scenario, one party is interested in insights from another party, but this data isn't flowing frequently between them, typically because they're on software rails in between them. Or alternatively, one party wants to collaborate with the other and needs an efficient channel for engagement. The startup becomes that connecting bridge. Two, severe fragmentation in a market that makes it difficult for users to access, navigate, or transact with the other side. The interface in this scenario is the marketplace, which aggregates that fragmented ecosystem and makes it more accessible to other parties. Three, highly elastic demand whereby you have consumers who really need and are willing to use a certain product or service, but where monetizing directly either isn't feasible or would slow down adoption or damage retention prohibitively. So finding a sustainable business model elsewhere can make a lot of sense.”

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