Virtual pediatric behavioral health company Brightline has transformed its go-to-market strategy. The shift involves shutting down the company's operations in 45 states, nixing its enterprise commercial functions and planning to create hybrid care models in five states. The change was also accompanied by significant layoffs. "It's been a hard week for Brightline," read a blog post by co-founder and CEO Naomi Allen. "We made the decision over the last couple of weeks to restructure our national virtual-care employer-focused business to focus on a new go-to-market strategy that we believe will allow us to serve our mission in a more effective way." Palo Alto, California-based Brightline currently operates virtually in 50 states. As part of its transformation, the company will stop new patient intake in November. It will continue treating all patients through the end of the year, then relaunch virtual services in only the five states selected for the hybrid model.
