Over the past decade, digital health suppliers have set their sights on the potentially lucrative B2B2C (business-to-business-to-consumer) go-to-market strategy. The goal: secure reimbursement via healthcare systems and gain credibility through deployment in existing health infrastructure.
However, economic challenges, complex procurement and bureaucratic hurdles mean that widespread reimbursement hasn’t materialised as expected. These barriers have, in an increasing number of cases, led to innovations dropping the NHS-and, by extension, the UK market as a whole.
This is devastating, that the UK, spending over a quarter of a trillion pounds a year on health care, is being viewed by some as lacking the opportunity for health tech innovation to thrive!
At the same time, an undeniable shift has taken place—over 5 million consumers now download and purchase digital health apps every day. The demand is clear, and it’s coming directly from consumers who are actively searching for solutions to improve their health or overall well-being.
This presents an important question for digital health companies: Is the real opportunity in B2C (business-to-consumer) instead?
I spend a lot of my time speaking with innovators from across the digital health space, and having spoken with hundreds of digital health founders and innovators, most of whom had unique products, one thing that they all have in common? The desire for IMPACT. Everyone I speak to has an amazing story to tell about their product and the story behind it, as well as its potential to deliver positive impact to peoples health, they’re also all facing the same challenge.
The Challenge: Getting the Right Products to the Right People
While the consumer market is booming, visibility and distribution remain major challenges. With thousands of digital health products available, how can people find the safest and most effective ones? How can companies ensure their products reach those who need them most?
That’s where ORCHA comes in. For the past decade, we have worked alongside healthcare systems, charities, and industry partners to create distribution channels to ensure quality digital health solutions reach consumers. Underpinned by assurance, we give organisations and consumers the confidence that they are accessing the best and safest products.
Building Momentum with Key Distribution Partners
We’re seeing incredible results through our partnerships with Mind UK, Pharmacy2U and of course the NHS. By integrating assured digital health products into these trusted platforms, we’re making it easier than ever for people to find safe and effective solutions.
Take Mind UK as an example. Every day, tens of thousands of people visit the Mind website to access support with their mental health, and they can now discover and download Mind-assured digital health products, showcasing the power of trusted distribution channels in connecting consumers to the support that they need, whilst also highlighting the willingness of consumers to engage in proactive self-management.
The Future: A Call to Action
If you’re;
Why don’t we have a chat? Drop me an email at Jordan.Hawkings@ORCHAHealth.com
Written by Jordan Hawkings, Business Development Manager, ORCHA
DDM Health is a leading provider of NICE-recommended, NHS DTAC-approved digital health solutions. Its flagship platform, Gro Health, supports people to manage their physical and mental health through evidence-based behaviour change tools, co-produced clinical pathways and structured coaching. With a strong focus on health inequalities and underserved populations, Gro Health has been deployed across NHS pathways to support long-term condition management, mental wellbeing and healthy weight services.
Across the UK, growing numbers of people are facing long-term mental health challenges without timely access to effective support. Many of these individuals also live with comorbidities such as obesity, type 2 diabetes or cardiovascular risk factors. DDM recognised the urgent need to deliver integrated digital support to these communities and sought a credible, clinically-assured route to improve discoverability and adoption of their platform.
DDM Health partnered with Mind to list Gro Health on the Mind Digital Tool Library, a curated and trusted space helping users, carers and professionals find safe, evidence-based digital mental health tools.
The onboarding process involved clear guidance and supportive dialogue around information governance, clinical validation, and user accessibility. This enabled DDM Health to showcase Gro Health in a way that highlights its regulatory compliance, peer-reviewed evidence base and inclusive approach to health behaviour change.
Gro Health is now featured on the Mind Digital Tool Library and accessible to thousands of individuals seeking effective self-guided mental health support. The platform delivers:
In a separate eating disorder-focused pathway, outcomes included a 44% improvement in ED-15 scores, 42% increase in self-esteem, and a 49% reduction in binge episodes.
Gro Health has been shown to be effective across a wide range of clinical needs – from emotional eating and depression to sleep, anxiety and self-worth – and was recognised with the HSJ Award 2024 for Empowering Patients with Digital.
The partnership with Mind helps extend DDM Health’s impact to a broader audience of users and referrers seeking trusted digital tools. By improving visibility through the Mind Library, Gro Health is now better positioned to support underserved individuals – including those in socioeconomically deprived communities, ethnic minority groups, and people facing barriers to face-to-face services.
The collaboration reinforces both organisations’ shared commitment to reducing health inequalities through early intervention, prevention, and digital inclusion.
“Being listed on the Mind Library is a meaningful step in amplifying our reach and making mental health support more accessible. Mind is a trusted voice and our partnership helps ensure that our evidence-based digital platform can support those who might otherwise fall through the gaps.”
Arjun Panesar, CEO & Head of AI and Ethics at DDM Health and Honorary Associate Professor at Warwick Medical School, University of Warwick
With a focus on delivering personalised, scalable interventions, DDM Health plans to continue working with partners like Mind to strengthen its presence in digital mental health. The team is also expanding into targeted interventions for eating disorders, neurodivergent populations, and underserved women’s health communities – all with a commitment to evidence, inclusion and measurable outcomes.
24th April 2024: As healthcare systems around the world contend with rising costs, growing patient demand, and workforce shortages, the need for safe, high-quality digital health solutions has never been greater. These pressures create a significant opportunity for ORCHA, the global leader in digital health distribution and assurance, which has secured additional funding from its longstanding investors, Bill Currie and Sir Terry Leahy. This investment will fuel ORCHA’s continued international expansion, enabling more healthcare providers to integrate trusted digital tools that enhance patient outcomes and system performance.
Backed by committed and financially strong investors, ORCHA is well-positioned to accelerate its mission of transforming healthcare through safe, effective, and innovative digital health solutions. This new investment empowers ORCHA to further support health systems worldwide in selecting, accrediting, and deploying high-quality digital health technologies at scale.
In this exciting new chapter, ORCHA is also pleased to announce the appointment of Glenn Jackson as CEO. With more than 40 years of experience in scaling impactful businesses, Glenn’s leadership will be key in driving ORCHA’s global strategy forward.
Founding CEO Liz Ashall-Payne will continue to play an essential executive role, working closely with Glenn and the wider leadership team to strengthen and expand ORCHA’s mission.
“This investment comes at a pivotal moment for global healthcare,” said Liz Ashall-Payne. “As pressures on health services continue to grow, digital health offers a crucial opportunity to improve care delivery. With Glenn’s expertise and our team’s unwavering commitment to quality, we’re ready to help even more health systems harness the power of digital health.”
With robust investor support, experienced leadership, and a relentless focus on quality and safety, ORCHA is poised to deepen its impact—ensuring healthcare providers worldwide can confidently embrace digital health to improve care delivery and patient outcomes.
Problem and Vision
Cheshire and Merseyside Integrated Care Board (ICB) has taken significant steps toward addressing the growing pressures on urgent and emergency care services. With 33% of the population living in the most deprived 20% of neighbourhoods in England, the region faces substantial health challenges, including higher rates of avoidable hospital admissions. In 2023/2024, 15.6% of patients experienced waits longer than 12 hours in Accident & Emergency departments, largely due to insufficient bed capacity.
Recognising the need for broader interventions, the region has embraced digital health solutions and has partnered with ORCHA to enhance care, build confidence among healthcare professionals and patients, and empower individuals to manage their health more proactively.
Objective
The initiative aimed to support the recovery and efficiency of urgent and emergency care services across Cheshire and Merseyside through the deployment of digital health tools. Key areas of focus included:
Results
The initiative has led to measurable progress in adopting and integrating digital health solutions across the region:
Alleviated Pressure on Urgent and Emergency Services: Early indicators suggest a reduction in avoidable emergency visits, as patients gain the tools and knowledge needed to manage their health more effectively within their communities.
Conclusion
This initiative represents a forward-thinking approach to healthcare, demonstrating the transformative potential of digital health solutions in easing the burden on urgent and emergency care services. By integrating digital health tools into clinical practice, enhancing patient self-management, and ensuring accessibility, the region is paving the way for a more sustainable and efficient healthcare system.
The success of this approach highlights its scalability, offering a model for other regions seeking to improve healthcare outcomes through digital innovation. Ongoing engagement with healthcare professionals, continued refinement of digital resources, and sustained patient education will be essential to maximising long-term benefits.
Looking Ahead
The progress in Cheshire and Merseyside underscores the immense potential of digital health to transform healthcare delivery. If you’re part of the NHS and looking to implement a similar initiative in your region, expertise and resources are available to support tailored digital health strategies that improve care pathways, enhance patient engagement, and optimise service efficiency.
For more information on how digital health can support your healthcare priorities, get in touch with our team today hello@orchahealth.com