Andrew Lay

B2C2B in Digital Health, a founder's playbook

Julie, Jack, Jay, Chris Hogue, Kate, Saji, Jonathan, Amanda, Andrew Lay

Digital health startups are increasingly adopting a B2C2B motion to bypass traditional enterprise sales bottlenecks by securing direct consumer adoption before targeting senior executives. This dual go-to-market strategy accelerates product-market fit through rapid consumer iteration while generating the usage data required to de-risk large-scale enterprise contracts for investors. Although this approach demands careful resource allocation to balance competing consumer and corporate requirements, it ultimately creates a more defensible business model with faster capital deployment and validated ROI.