Based on the American Well: the DTC Decision case study

Assume that you are meeting with the board. How would you address the following? a. Consider the pros and cons of the DTC offering. Do Ido and Roy have a viable DTC marketing plan, including pricing and communications? How would they mitigate potential tensions with health plans? Did the DTC option fit with other recent company initiatives, like targeting large employers and delivery networks (i.e., groups of hospitals and clinics), or the introduction of kiosks in retail settings? More generally, what were they hoping to achieve strategically by going down the DTC path?

please answer in detail and provide references.