Meet the rising stars under 40 working on startups that change your relationship with healthcare

Healthcare costs are hitting Americans hard.

A growing number are on high-deductible plans that often leave them on the hook for covering thousands of dollars' worth of healthcare before insurance kicks in. That can make everything from routine testing to prescriptions more expensive.

In response to that pressure, startups have cropped up that want to work more directly with those consumers of healthcare - you may have come across a Facebook or subway ad for some of them.

Business Insider recognized 11 of those companies as part of a recent list of 30 health-tech leaders under the age of 40 who are shaping the future of medicine.

Alphabetically, here's our list of those healthcare leaders under 40 who are reaching consumers more directly, from finding new business strategies to treat conditions like erectile dysfunction to marketing tests that get people curious about their genetic or microbial makeup.