Moving Beyond Disruption to Operative Innovation
It's not about disrupting anymore — after all, which of your buyers wants their day-to-day disrupted?
The "healthcare consumerism" boom spawned digital health startups of all shapes and sizes — however, almost two thirds of those that began as B2C ventures ultimately pivoted their business model to either B2B or B2B2C (Rock Health). Why? Because all of those innovative and consumer-focused ideas still had to address core business issues in a change-resistant industry (and be profitable).