We’re watching the healthcare disruption playbook unfold right in front of us. The “healthcare consumerism” boom of 2015 and 2016 spawned digital health startups of all shapes and sizes — however, almost two thirds of those that began as B2C ventures ultimately pivoted their business model to either B2B or B2B2C (Rock Health). Why? Because all of those innovative and consumer-focused ideas still had to address core business issues in a change-resistant industry (and be profitable). With such a big shift in business model, messaging has to follow suit. It’s not about disrupting anymore — after all, which of your buyers wants their day-to-day disrupted? It’s about communicating that your solutions are actionable (but still innovative!) in a way that’s empathetic to your buyer. It’s about operative innovation.