Scaling a healthtech company isn’t just about growth—it’s about building a business that buyers trust and value when it’s time to exit. That’s where lessons from Hims & Hers come in.
The Blurred Line Between D2C and B2B
Traditionally, D2C and B2B followed separate rules. But as buyer behavior evolves, successful companies are borrowing from D2C strategies to remove friction.
Take Hims & Hers. Many see it as just a telehealth brand selling ED and hair loss treatments. In reality, it’s a masterclass in re-engineering the buyer journey—all in a market that traditionally moves slowly.
Inside the Hims & Hers Model
1. Frictionless Buyer Journey
- Transparent pricing built trust immediately.
- They let customers skip the sales gatekeepers.
- The healthcare experience felt more like Amazon checkout than a traditional clinic.
2. Trust Arbitrage
- Organic reach and collaboration created steady demand.
- They leveraged influencers and respected brands to boost credibility.
- Content empowered buyers to take control of their decisions before they ever spoke to sales.
Predictable Growth
- Easy entry kept adoption high.
- Subscription models created scalable growth.
- They started in a niche, then expanded to full-spectrum care.
Turning Growth Into Exit Value
Executives planning an exit need to think about perception early. Here’s what matters now:
- Be transparent with financial impact—don’t force a sales call.
- The easier it is to engage, the higher your valuation.
- Executives, CIOs, and clinicians are your best advocates.
- Warm intros and partner credibility open more doors.
Your Next Move
Most healthtech companies still cling to outdated GTM motions. But those who adopt modern growth strategies will increase their exit value.
"If people like you, they’ll listen. If they trust you, they’ll do business with you." — Zig Ziglar
Credibility is built at scale, not in a single pitch. For mid-market executives planning their next chapter, that’s the key to attracting the right buyers.
Partner with Legacy DNA
Legacy DNA works with executives to strengthen valuation, accelerate adoption, and prepare for what’s next. Ready to map out your best path forward?
