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The New Go-To-Market Playbooks for Digital Health Startups

The new go to markets in digital health

We are seeing five new go-to-market motions in digital health — B2C2B, B2SMB, risk-based contracting, two-sided networks, and distribution partnerships through aggregators. While we describe these below as distinct motions, go-to-market is complex and varies for each company. In reality, companies might even draw on multiple go-to-market strategies from this list, and that mix may change as the company matures.


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