To B2C or Not to B2C? The Evolving Digital Health Market
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;
- a) a digital health supplier looking to get your product into the hands of those who need it most, or
- 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