Direct-to-consumer health care has retaken its seat at the table, industry observers tell Axios.
The shift in tune comes as rising health care costs see patients, particularly women, become more active health care purchasers. Many experts dismissed the approach several years ago, citing challenges including high customer acquisition costs and dependence upon developing name recognition and maintaining customer loyalty.
“I used to say DTC was DOA,” Bessemer partner Steve Kraus told Axios. “I don’t say that anymore,” he added, citing the success of companies such as One Medical. Read more.
