All Articles

Why digital health companies are selling directly to employers

Strategic benefits of the B2B2C model and the unique opportunity for femtech

Elise Mortensen

• 11 min read

What you’ll learn

Based on interviews with digital health founders and industry experts, this whitepaper explores the strategic benefits of the B2B2C model. For employers, digital health tools and services help maintain a healthy, balanced, and productive work culture. For digital health companies, selling to employers unlocks three key value areas:

  1. Once a first partnership has been established, digital health plat- forms instantly gain access to a whole new pool of users.
  2. Employers are typically more open to innovation and do not require as much data or long-term validation as commercial payer clients.
  3. Working within a company provides an excellent use-case to iterate on a product and prove effectiveness for larger enterprise deals.

We also explore the unique value proposition for women’s health technology companies through case studies from Caia and Hela Health and the impact these health solutions hope to have on retention and employee satisfaction.