B2C2B in Digital Health, a founder's playbook

B2C2B — also known as bottom up — has helped companies like Slack, Zoom, Dropbox, and other software companies break into B2B. Now B2C2B is coming to digital health, as a wave of startups are first selling products and services directly to consumers, and then when they reach a critical mass moving into insurance companies, employers, and other organizations.

But executing these two go-to-markets in parallel adds complexity. In this video, our team talks to six leading digital health builders — from Maven, Benchling, Buoy Health, Marley Medical, Bold, and Butterfly — for their takes on eight of the most important questions B2C2B digital health startups have to answer.

*How do you acquire users? [9:02]

*How do you build an engaging consumer product? [12:37]

*How do you price for consumer? [15:27]

*When do you go B2B? [18:54]

*How do you find your B2B buyer and product-market fit in the enterprise? [20:43]

*How do you sell B2B? [22:41]

*How do you balance two GTMs at scale? [25:33]

*What's the role of professional services? [27:40]

For more on building digital health companies: a16z.com/digital-health-builders.