When the Route to Market Becomes the Barrier: Rethinking Patient Access in Digital Health

In my last blog, I explored the growing appeal of the B2C route in digital health, especially in contrast to the highly attractive but challenging B2B2C strategy that a target as big as the NHS offers, but let’s dig into something often overlooked: how can the latter model actually restrict patient access, rather than enhance it.

I’ll be honest—the opportunity of B2B2C WAS compelling. The idea of going through established healthcare systems like the NHS to reach patients makes sense on paper, It would offer credibility, reimbursement, and a clear path to scale. But as we’ve seen time and time again, the theory doesn’t always translate into reality. As Einstein was famously (mis)-quoted as saying, “In theory, theory and practice are the same, in practice, they’re not”….

The Bottleneck

Here’s the problem: when access is dependent on health systems, patients are no longer at the centre—they’re at the very end. Even if a digital health product ticks every box, it may still not reach the people who need it simply because:

• The local health provider hasn’t commissioned it
• They have commissioned it but have no route to deploy it at scale (so patients have no idea that it’s there!) – Resulting in slow uptake and no compelling reason to re-commission at the end of the initial contract
• Procurement cycles are often long or complex
• Clinical pathways are slow to adapt
• Or more often than not, the budget simply isn’t there.

This doesn’t just delay patients’ access—it often prevents it entirely.

The Irony: Demand Is There, But Access Isn’t

In spite of all this, Millions of people are out there searching, daily, for solutions to manage anxiety, diabetes, pain, insomnia—you name it. They’re willing, tech-enabled, and willing to engage. However, many of the best that digital has to offer will never make it to their hands, not because the demand isn’t there—but because the distribution model doesn’t allow it.

What we’re seeing is a market where innovation exists, and consumer demand exists—but the ability of the system to marry these two together just isn’t there.

Reimagining Access: B2C + Assurance = Empowered Patients

I believe it’s time to challenge this status quo. That’s why at ORCHA, we’re building new pathways to patient access, rooted in the principles of safety, trust, and scale.

We’ve proven that partners like Mind UK and Pharmacy2U can dramatically improve visibility and uptake of trusted digital tools. These aren’t “just” consumer channels—they’re trusted touchpoints in people’s health journeys, places they already turn to for help, advice, or access to care.

By embedding assured products into these journeys, we:

• Put quality first, ensuring patients get safe, evidence-backed tools;
• Meet people where they already are, not behind a gate;
• And most importantly, accelerate access, bypassing months (or years) of red tape.

It’s Not One or the Other….

It would be short-sighted and arguably naive to dismiss the B2B2C model, there are places where it works well, and when it does, it can do so at scale. But if we really care about impact, and getting the right solution to the right patients, we need to agree that patient access must come first. As a keen biker, it would be like building the perfect motorbike, and leaving it locked in the garage with no-one able to see it.

Let’s stop treating healthcare systems as the only way in. Let’s open the door to trusted B2C channels that empower people to act on their own health needs, not in silo, but collaboratively, as an industry.

Let’s Talk! If you’re a digital health supplier trying to reach patients faster, or an organisation keen to support access to trusted digital tools, we’d love to talk. Get in touch at:  Jordan.Hawkings@ORCHAHealth.com

By Jordan Hawkings, Business Development Manager, ORCHA