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

Hi, I’m Katie from the Wellbeing Enterprises team, and I’m absolutely thrilled to have reached a milestone of over 1,000 digital health recommendations! It’s been such a rewarding journey, and I want to take a moment to reflect on why recommending health apps as part of our wellbeing plans has truly been a game changer for the people we support—and for me, personally.

When I first started using ORCHA (the Organisation for the Review of Care and Health Apps), I saw it as a great tool to complement and enhance the support we offer. But I couldn’t have predicted just how impactful it would be. To date, 289 of the apps I’ve recommended have been downloaded—which means that nearly 300 people have taken a proactive step toward improving their health and wellbeing. That’s incredible!

Empowerment Through Choice

One of the most powerful things about recommending digital health apps is the way it puts control back into the hands of individuals. Whether it’s managing anxiety, improving sleep, tracking physical activity, or learning mindfulness, these apps provide personalised, accessible tools that people can use on their own terms.

Meeting People Where They Are

While many people benefit from face-to-face support and traditional health programmes, some may prefer or need alternative forms of support that enhance and extend these options. Apps allow us to meet people where they are: on their phones, in their own time, and at their own pace. This flexibility is especially important for those with busy lives, mobility issues, or social anxiety.

 A New Standard for Wellbeing

Reaching this milestone highlights a shift towards a more holistic understanding of health and wellbeing support. It’s never about replacing face-to-face care but combining the strengths of digital tools and human connection. Together, they form a more flexible, responsive, and inclusive approach, one that supports people in the ways that work best for them.

I’m incredibly proud to be the highest current user of ORCHA within our team and to help set the benchmark for what’s possible. But the real reward is knowing that these recommendations are changing lives—making people feel seen, supported, and equipped to take the next step toward a healthier future.

Thanks to Mike and the team at ORCHA for your kind words and continued support, and to my amazing colleagues at Wellbeing Enterprises for always championing innovation.

Here’s to the next 1,000!

– Katie
Community Wellbeing Officer, Wellbeing Enterprises CIC

Over the past few weeks, I’ve read the headlines and, like many of you, felt a real sense of unease:

• An NHS AI project paused after concerns about using GP data.
• Warnings that AI translation apps could be putting patient safety at risk.
• AI project to predict health outcomes paused over GP data concern

These stories aren’t just news items—they’re reminders that while AI holds huge promise for healthcare, we’re still working out how to use it safely and responsibly. And they’re exactly why we at ORCHA, in partnership with Hartree, have been working so hard to build something practical: a way to properly assess AI tools used in health and care.

What’s Really Going On

AI is already starting to shape the future of healthcare—from helping spot diseases earlier to making services more efficient. But with all this potential comes very real risk. If we’re not careful, we can roll out tools that aren’t properly tested, that misuse data, or that simply don’t work for everyone—especially those most in need.

Take the recent case of the Foresight model. It was trained on data from 57 million people. But the fact that GPs weren’t fully aware of how that data was being used caused the whole project to be paused. Trust was lost.

Then there’s the warning about AI translation apps. I completely understand why services might turn to them—they’re fast, easy, and cheap. But when we’re dealing with someone’s health, “good enough” just isn’t good enough. Miscommunication can have serious consequences.

What We’re Doing About It

This is exactly why we created the AI Assurance Designathon—a space where we brought people together from all sides: clinicians, developers, regulators, ethicists. It wasn’t about shiny tech or high-level policy talk. It was about asking the hard, practical questions:

• How do we make sure AI in healthcare is tested properly?
• How can we check that the data it uses is handled responsibly?
• What does “safe” really look like when it comes to AI?

And then we built a solution. A new AI Assurance Module—something structured, practical, and ready to use. A way to evaluate digital health tools that include AI, without making it so complicated that it becomes a blocker.

Why This Matters to Me

I’ve spent years working in and around health and care. I’ve seen how digital can change lives—but I’ve also seen the damage that can be done when tech is rushed, misunderstood, or not properly tested.

At ORCHA, our job has always been to help people find and use digital health tools they can trust. As more and more of those tools start to use AI, we have to raise the bar. Not just because it’s the right thing to do, but because if we don’t, people will stop trusting digital health altogether.

We can’t let that happen.

This work we’re doing with Hartree isn’t just about building a framework – it’s about building trust. And we’re going to keep working at it until the systems around AI in healthcare are as strong, fair, and safe as they need to be.

Let’s Chat

If you’re working with AI in health and care and want to know what’s safe, what’s effective, and how to manage the risk, let’s grab a coffee and chat.

I’ll be at Confed in Manchester next week – drop me a message, and let’s connect.

Because getting this right is something we all have a stake in.

– Liz Ashall-Payne

Founder, ORCHA

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;

1. a) a digital health supplier looking to get your product into the hands of those who need it most, or
2. b) an organisation looking to distribute quality-assured products,

Why don’t we have a chat? Drop me an email at Jordan.Hawkings@ORCHAHealth.com

Written by Jordan Hawkings, Business Development Manager, ORCHA