One exciting go-to-market strategy we’ve observed is to build a two-sided network. In this approach, a company builds products and services that are valuable to one market constituent—say, patients, providers, payors, pharma/biotech, or pharmacies—and then leverages that network of users, as well as the data generated in serving those users, into offering products and services to another set of constituents. Though this strategy comes with added complexity, two-sided networks can result in more durable business models as a result of powerful network effects.
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