The New GTM Playbooks for Digital Health

A 6-Part Series

Digital health is one of the fastest growing segments in the VC-funded universe, and we’re seeing digital health companies scale to new levels of growth. Many later stage virtual care companies have demonstrated best-in-class growth rates, even relative to the broader consumer and enterprise software space. And healthcare is no longer entirely a local game—new tech-enabled care delivery companies are achieving nationwide scale in their first few years in the market, whereas traditional players might have been in just a handful of states after a decade of existence.

But this market wasn’t always this hot—over the last 10 years, multiple generations of healthcare technology companies struggled to get lift-off, not because their products and services weren’t transformative, but because they failed to find an executable path for sustainable distribution and value capture.

Distribution—arguably the most important driver of failure or success in the fast-growing digital health domain—was historically a very steep hill to climb. Some of that was simply due to the overall immaturity of the market and its inability (or resistance) to absorb and pay for novel, technology-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 enterprise sales cycles that were the primary path for going to market.

Behind the current growth of the digital health market is a revolution in how digital health companies go-to-market. A wave of innovative companies are fundamentally re-envisioning what healthcare looks like, and it’s time that the GTM playbooks for digital health of yore be rewritten to acknowledge what’s happening in the current (and future) market. In this series, we explain how and why the go-to-market motion has changed for digital health, as well as an introduction to the new GTM motions in digital health, to share insights and wisdom from leading digital health founders, builders, and buyers.

Part 0: The New GTM Playbooks for Digital Health Startups

Part 1: B2C2B in Digital Health

Part 2: Selling to SMBs in Digital Health

Part 3: Risk-Based Contracting for Value-Based Care

Part 4: Two-Sided Networks in Digital Health

Part 5: Channel Partnerships in Healthcare

Part 6a: Commercializing AI in Healthcare - The Jobs to Be Done

Part 6b: Commercializing AI in Healthcare - The Enterprise Buyer Perspective