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Balancing Social Impact with Business Success: Lessons from Healthcare Tech

Most founders see regulatory challenges as roadblocks. But in a recent episode of Category Visionaries, Derek from DexCare revealed a counterintuitive truth: sometimes, the biggest obstacles can become your strongest competitive moats.

Having built six venture-backed companies across adtech and healthcare, Derek has developed a unique perspective on category creation. His latest venture, DexCare, emerged from Providence Health System with a mission to revolutionize healthcare access. But the story of how they built their category reflects a deeper truth about go-to-market strategy in regulated industries.

Turning Constraints into Competitive Advantages

While many founders shy away from heavily regulated industries, Derek sees opportunity in complexity. “What I also find is those challenges and headwinds usually can become your competitive differentiators and even the moats that you can build as well because they’re really good at weeding people out of wanting to build businesses in those spaces in the first place,” he explains.

This insight shaped DexCare’s approach to category creation. Rather than viewing healthcare regulations as limitations, they leveraged them to build stronger barriers to entry. The result? A new category they call “access optimization” – addressing both the demand and supply sides of healthcare delivery.

Building Category Credibility Through Validation

DexCare took an unusual path to market. Instead of launching directly as a standalone company, they first validated their solution within Providence Health System. “We really have been a product in production inside of this large health system for several years now at this point,” Derek notes. “And that provided us a lot of validation on the product and the value that it can provide all those stakeholders.”

This validation-first approach gave them something most startups lack: proof that their solution works at scale. When they finally spun out as an independent company, they weren’t just pitching ideas – they were selling proven results.

The Power of Strategic Relationships

In enterprise healthcare, credibility is currency. DexCare built theirs through strategic relationships with industry leaders. “That’s why we have people like Toby Crossgrove on our board who ran Cleveland Clinic, the number two hospital in the entire world. That’s why we have investors like Kaiser Permanente and Providence and Mass General Brigham invested in this organization,” Derek explains.

These relationships aren’t just about funding – they’re about building trust in a new category. When you’re asking large health systems to change how they operate, having credible voices vouching for your approach is invaluable.

Thought Leadership as GTM Strategy

For complex enterprise sales, traditional marketing often falls short. DexCare recognized this early: “We’re a complex solution sale in an enterprise market and one of the most kind of challenging markets out there… there’s never going to be a buy button for DexCare online. This is all about building thought leadership and relationships with the leading systems around the country.”

Their approach focuses on connecting with “beacon” institutions – leading health systems that others look to for guidance. By solving problems for these influential organizations, they create a ripple effect throughout the industry.

Category Creation Through Pain Mapping

Derek’s approach to category creation isn’t about inventing new problems – it’s about mapping existing pain to novel solutions. “You can’t necessarily create the pain… you want to expose it and then address it,” he emphasizes.

For DexCare, this meant helping health systems recognize how their existing challenges with patient access, provider burnout, and operational efficiency could be solved through a new approach to orchestration. By mapping these pain points to their solution, they created a category that resonated with their target market’s real needs.

The Future of Category Leadership

Looking ahead, DexCare continues to evolve their category vision. “Our vision is that everyone everywhere enjoys exceptional access to the best expertise to treat, prevent and cure illness,” Derek shares. This expansive vision allows them to grow their category while staying true to their core mission.

The lesson for founders is clear: in regulated industries, success often comes not from avoiding complexity, but from embracing it. By turning regulatory challenges into competitive advantages, building credibility through strategic relationships, and focusing on thought leadership, companies can create and dominate new categories – even in the most challenging markets.