Good question - so the problem we're focused on solving and that we've personally experienced is surprise medical bills, which generally only happen if you have health insurance. The Transparency in Coverage Rule that went into effect in July 2022 is the unlock to solving this since it required all insurance companies to publish prices in public machine readable JSON files that could be ingested.
Medical tourism is definitely something we'd want to eventually add, though that pricing data is not accessible in one place like the insurance company data, so it seems to be a bit harder starting place.
With that said, you are absolutely correct that CAC is probably the biggest challenge with this marketplace. Healthcare is generally infrequent and unpredictable (unlike travel or groceries). But the market is huge (probably biggest in the US), and there's only been one company that's made any kind of dent in becoming a consumer marketplace (Zocdoc). Our hope/belief is that being the first place to allow consumers to see prices creates the product-market fit to lower that CAC and gain traction over time, but time will tell!
Medical tourism is definitely something we'd want to eventually add, though that pricing data is not accessible in one place like the insurance company data, so it seems to be a bit harder starting place.
With that said, you are absolutely correct that CAC is probably the biggest challenge with this marketplace. Healthcare is generally infrequent and unpredictable (unlike travel or groceries). But the market is huge (probably biggest in the US), and there's only been one company that's made any kind of dent in becoming a consumer marketplace (Zocdoc). Our hope/belief is that being the first place to allow consumers to see prices creates the product-market fit to lower that CAC and gain traction over time, but time will tell!