Source
Y Combinator Startup Podcast — This Startup Wants To Catch Cancer Before It Spreads (April 6, 2026) ·
at 7:09 ▸
When this applies
when your real customer/decision-maker is hard to access directly, but there's an intermediate party (end user) who has natural access to them and can be motivated to advocate on your behalf
The takeaway
When you can't reach the decision-maker directly, find the party who already has access to them and equip/motivate that party to make the case for you.
Why it works
Physicians were gatekeepers the sales team couldn't reach efficiently, but patients already had built-in access to their physicians and could be convinced directly; educating patients turned them into advocates who pulled the product through the gatekeeper.
Where it stops holding
This stops working when the intermediate party (patients) has no real influence over the decision-maker, or when the decision-maker ignores pressure from that party.
Detail
situation: Two months after launch, only one physician was ordering the test, at just one or two tests per week, despite two years of R&D and regulatory approval.
decision: Founders called an emergency meeting, scaled the sales team from one to six reps trained within three weeks, and pivoted to a patient-education marketing strategy: having reps spend 30-45 minutes on the phone educating patients so patients would push their physicians to order the test.
outcome: The approach achieved about a one-in-five kit return rate and generated enough traction to convince strong sales hires to join the company.
lesson: Direct sales to the gatekeeper failed; indirect influence through the end user who had natural access succeeded.
In their words
When we talk with patients, we can convince them. When we talk with physicians, we can convince them. But we are not getting in front of them. But patients are getting in front of physicians. So can we get marketing leads and essentially convince these patients to convince their doctors to use this test?