What do you do when you’ve built a product that works, solved the technical hurdles, landed major customers, and then realize you’ve built it for the wrong decision maker?

Oron Afek is the co-founder and CEO of Vim, a collaborative healthcare system that brings innovation directly into clinical workflows.

In this conversation, Oron walks through Vim’s eleven-year journey, starting with its first incarnation as BookMD, a marketplace designed to steer patients toward more cost-effective healthcare services. After more than a year navigating enterprise relationships and building around entrenched infrastructure, the team discovered that patients weren’t actually making the decisions they had designed the product around. Oron shares how that failure pushed Vim from patient-facing to provider-facing, and eventually from a point solution in ...