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ESTABLISHOBJECTIVES

image JUST A FEW YEARS ago, there was a lot of buzz in the digital health space, but no one could point to a company actually making profits in the area of health wearables. Companies weren’t sure where the money would be, and they debated whether to go after the really sick patients, the well but worried consumers, or the active fitness enthusiasts. Early companies like BodyMedia took a muddled approach and tried to please everyone. When its business suffered as a result, BodyMedia was eventually acquired by Jawbone, largely for its patent portfolio.

Compare the story of BodyMedia to that of Fitbit. Fitbit created a clear strategy ...

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