MobiHealth News October 14, 2021
Propeller vet Chris Hogg writes on the go-to-market strategies for digital health companies.
The pleasure and pain of digital health go-to-market
The Achilles heel of digital health has always been the go-to-market strategy. Early digital health companies, to their credit, focused exclusively on solving problems for patients and providers. Their solutions were often effective, for example Omada, Big Health and Propeller Health [Disclosure: Hogg previously served as COO and CCO at Propeller], but did not look like the tools traditionally used in healthcare.
Digital health companies were not drugs, not DME, not labs, not traditional clinical services. When these companies were “clinical services” they used the “wrong” providers or delivered the care in the “wrong” setting, according to lengthy and...
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