Hogg: B2B2C digital health startups risk building for buyers instead of patients
Chris Hogue · B2C2B in Digital Health, a founder's playbook · Dec 2, 2021 · at 13:08
Chris Hogue was not on this episode. A recording of them was played into it, so these are their words but not an appearance on the a16z Podcast. It still counts as said, and it is kept out of every score on their page.
Chris Hogg, executive at Marley Medical, discusses product strategy and adoption challenges in digital health on the a16z Podcast.
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“I think one of the challenges that folks got into with B to B to C is that that. Isn't so acute. And so you're able to build something that you can pitch well to buyers, but it might not be something that fits a problem that actual patients and users need to solve.”
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More from Chris Hogue
Hogg: Payers now treat virtual care as a standard reimbursable service
“Now with virtual care we are a normal product. It is a normal clinical service, and it is in the eyes of a payer. They know how to pay for these types of services.”
Hogg: B2C2B pairs direct patient acquisition with traditional payer reimbursement
“So in a nutshell, the B to C to B motion is trying to control the growth through direct patient acquisition. So I can build up my own funnels and channels to acquire patients, but then still get paid by the traditional system of payers and employers.”