• Pandemic accelerated digital health demand, sustaining high investment and growth momentum. • 2020 saw $14B invested; 2021 surpassed, with $6.7B deployed in Q1 alone. • Scaling requires a coherent go‑to‑market plan that aligns value, pricing, and channels. • First step: articulate clear value proposition and target customer archetypes. • Next: identify payers, payment models, and pricing tiers that fit the value created. • Finally, select direct and indirect channels that support revenue goals and channel economics.
Article Summaries:
- Digital health companies are riding a surge of investment and post‑pandemic demand, yet many struggle to scale. ZS Associates’ experts, Vijesh Unnikrishnan and Dan MacLeod, explain that a coherent go‑to‑market (GTM) strategy hinges on a clear value proposition, defined customer archetypes, a viable payment model, and the right mix of direct and indirect channels. They warn against common pitfalls such as misaligned value messaging, unsustainable revenue models, and costly channel choices. Drawing on data from successful digital disease‑management firms, the firm recommends first proving product‑market fit through clinical outcomes and user engagement, then rigorously assessing clinical and economic value before scaling.
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