Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Justin Dearborn, Founder & CEO of Praia Health, a healthcare technology platform that has raised $20 Million in funding.

Here are the most interesting points from our conversation:

• Consumer-Centric Healthcare: Justin explains how Praia Health is creating a digital journey for patients that mirrors consumer experiences outside of healthcare, aiming to enhance convenience and personalization.
• Telehealth and Digital Adoption Post-Covid: The pandemic accelerated the adoption of telehealth and digital solutions in healthcare, with patients increasingly choosing providers based on their digital experiences.
• Founding Story and Unique Incubation: Praia Health was incubated at Providence Health System's Digital Innovation Group, which identifies technology gaps, builds solutions, and then spins them out as separate companies.
• Go-To-Market Strategy: Praia Health employs both direct and indirect strategies, targeting innovative health systems and partnering with established companies to enhance existing investments in patient engagement.
• Sales Process in Healthcare: Selling to health systems is complex and lengthy, involving numerous stakeholders and stringent security assessments, but Praia Health's mature platform simplifies implementation and integration.
• Fundraising Challenges: Fundraising in the current climate is challenging, but Praia Health successfully secured funding from notable venture firms with healthcare system LPs, emphasizing the importance of showing a strong ROI