Why Pure DTC Doesn’t Work in Healthcare, Per Muse Capital
Rachel Springate, general partner at Muse Capital, said the next wave of healthcare startups will be driven by consumer demand — but pure direct-to-consumer models rarely work. Companies like Midi Health, Mavida Health and Mahmee are showing a different path: starting with patients, collecting outcomes data, and integrating with clinicians, payers and the broader healthcare system.