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.

B2C2B in Digital Health, a Founder's Playbook | Andreessen Horowitz (a16z.com)