Lloyd Price
- Jul 25

B2C2B Business Models: Future of Digital Health?

Exec Summary:

B2C2B stands for Business-to-Consumer-to-Business. In the context of digital health, it means a company initially targets consumers (B2C), builds a strong user base, and then leverages this consumer adoption to attract businesses (B2B), such as insurers, employers, or healthcare providers.

The B2C2B model in healthcare has been gaining significant traction, and as a result, it's attracting substantial venture capital (VC) funding. This model's potential to disrupt traditional healthcare delivery and generate substantial revenue has made it a hotbed for investors.

How it Works

Direct-to-Consumer (B2C) Focus: A digital health company initially focuses on acquiring and retaining individual consumers by offering a valuable product or service, such as a fitness app, mental health platform, or chronic disease management tool

Building a User Base: The company grows its consumer base and gathers valuable data on user behaviour, preferences and health outcomes.

Attracting Businesses (B2B): Once the company has a significant user base, it can demonstrate the value of its product or service to businesses. For example, an insurer might be interested in offering the product as a benefit to its members, or an employer might want to provide it to employees as a wellness perk.

Benefits of B2C2B Model

Faster Product-Market Fit: Direct interaction with consumers allows for rapid iteration and improvement of the product based on user feedback.

Scalability: A large consumer base can be a powerful asset when negotiating with businesses.

Data-Driven Insights: Consumer data can be leveraged to develop targeted solutions for businesses.

Revenue Diversification: Multiple revenue streams can be generated through both consumers and businesses.

Challenges of B2C2B Model

Balancing B2C and B2B Needs: Both consumer and business segments have different requirements and expectations.

Complex Sales Cycles: B2B sales often involve longer sales cycles and more complex negotiations.

Data Privacy and Security: Handling both consumer and business data requires robust data protection measures.

Examples of B2C2B in Digital Health

Fitness Apps: Apps like Fitbit and Peloton initially focused on consumers but later partnered with insurers and employers for corporate wellness programs.

Mental Health Platforms: Platforms offering therapy, meditation, or stress management tools can partner with employers to improve employee well-being.

Chronic Disease Management Tools: Companies providing solutions for diabetes, asthma, or hypertension can collaborate with healthcare providers to improve patient outcomes.

Nelson Advisors work with Founders, Owners and Investors to assess whether they should 'Build, Buy, Partner or Sell' in order to maximise shareholder value.

Healthcare Technology Thought Leadership from Nelson Advisors – Market Insights, Analysis & Predictions. Visit https://www.healthcare.digital

HealthTech Corporate Development - Buy Side, Sell Side, Growth & Strategy services for Founders, Owners and Investors. Email lloyd@nelsonadvisors.co.uk

HealthTech M&A Newsletter from Nelson Advisors - HealthTech, Health IT, Digital Health Insights and Analysis. Subscribe Today! https://lnkd.in/e5hTp_xb

HealthTech Corporate Development and M&A - Buy Side, Sell Side, Growth & Strategy services for companies in Europe, Middle East and Africa. Visit www.nelsonadvisors.co.uk

Benefits of B2C2B Model in healthcare

The B2C2B model offers several advantages for digital health companies:

For Consumers

Improved Access: By directly reaching consumers, digital health companies can often provide services and products more accessible than traditional healthcare systems.

Personalised Care: Direct consumer interaction allows for tailored solutions and better understanding of individual needs.

Lower Costs: B2C models can sometimes offer more competitive pricing compared to traditional healthcare services.

For Businesses

Increased Revenue: Expanding to B2B can significantly increase revenue streams.

Risk Mitigation: Partnering with a company with a proven consumer base can reduce market entry risks.

Enhanced Value Proposition: Offering digital health solutions can improve employee or member satisfaction.

Data-Driven Insights: Access to consumer data can inform business decisions and product development.

Overall Benefits

Faster Product Development: Direct consumer feedback accelerates product iteration and improvement.

Scalability: A large consumer base can provide a strong foundation for B2B partnerships.

Market Validation: Consumer adoption can validate the product or service's market potential.

Stronger Bargaining Position: A large user base can give the company more leverage in negotiations with businesses.

By combining the strengths of both B2C and B2B markets, digital health companies can create a sustainable and impactful business model.

Venture Capital Funding for B2C2B Models in Healthcare

Why VCs Are Investing in B2C2B Healthcare Models

Large Market Opportunity: The healthcare industry is massive, and addressing both consumer and business needs offers a substantial market potential.

Data-Driven Insights: B2C2B models generate a wealth of data that can be leveraged to refine products, identify new opportunities, and inform business decisions.

Scalability: A strong consumer base can be rapidly leveraged to attract business partnerships, leading to rapid growth.

Positive Impact: Many B2C2B healthcare companies focus on improving patient outcomes and addressing unmet needs, aligning with the increasing investor interest in impact investing.

Challenges and Considerations for VCs

Complex Market Dynamics: The healthcare industry is highly regulated and complex, requiring deep industry knowledge from investors.

Long Sales Cycles: B2B sales often involve longer sales cycles compared to B2C, which can impact the speed of return on investment.

Data Privacy and Security: Handling both consumer and business data requires robust security measures, which can be costly and complex.

Key Metrics for Investors

VCs typically focus on the following metrics when evaluating B2C2B healthcare companies:

Consumer Acquisition Cost (CAC): The efficiency of acquiring new customers.

Customer Lifetime Value (CLTV): The long-term value of a customer to the business.

Customer Acquisition Rate (CAR): The rate at which new customers are acquired.

Churn Rate: The rate at which customers stop using the product or service.

Business Partnerships: The number and quality of B2B partnerships.

Revenue Growth: The rate at which the company is generating revenue from both consumers and businesses.

Examples of Successful B2C2B Healthcare Companies

Several B2C2B healthcare companies have secured significant VC funding, including:

Teladoc: A telehealth platform that has expanded into enterprise solutions.

Calm: A mental health app that offers enterprise wellness programs.

Noom: A weight loss app with a B2B focus on corporate wellness.

Nelson Advisors work with Founders, Owners and Investors to assess whether they should 'Build, Buy, Partner or Sell' in order to maximise shareholder value.

Healthcare Technology Thought Leadership from Nelson Advisors – Market Insights, Analysis & Predictions. Visit https://www.healthcare.digital

HealthTech Corporate Development - Buy Side, Sell Side, Growth & Strategy services for Founders, Owners and Investors. Email lloyd@nelsonadvisors.co.uk

HealthTech M&A Newsletter from Nelson Advisors - HealthTech, Health IT, Digital Health Insights and Analysis. Subscribe Today! https://lnkd.in/e5hTp_xb

HealthTech Corporate Development and M&A - Buy Side, Sell Side, Growth & Strategy services for companies in Europe, Middle East and Africa. Visit www.nelsonadvisors.co.uk