[repeek]

I don't think he had the correct buyer either. While medical professionals may be the user, for this type of service you need to be selling into hospitals or health systems. They have the incentive for their providers, collectively, to improve the quality of care.

I doubt UpToDate makes their bones off individual subscriptions. The real money to keep a company afloat is from b2b enterprise contracts.

[Closi]

I thought exactly the same when they were talking about trying to convince doctors to buy it - surely they don’t misunderstand their market that much though?

[gault8121]

Yes, exactly - it's though big enterprise contracts that generate revenue, but they are hard to close as a startup. Selling this service to companies that already have those contracts is a faster way of creating value for those customers.