One more thing I'll add to Sarah's answer: in our case, the company was founded by - and run by - healthcare and fertility specialists. We are a healthcare company first, and a consumer company second, not the other way round.
This sounds minor but actually affects a lot of the way we do our work e.g. we ensure rigorous analysis, we take extra de-risking steps around cryostorage, we call clients to share bad results because it's more humane to do, we connect them to our urologist on staff, etc. etc.
This sounds minor but actually affects a lot of the way we do our work e.g. we ensure rigorous analysis, we take extra de-risking steps around cryostorage, we call clients to share bad results because it's more humane to do, we connect them to our urologist on staff, etc. etc.