B2B2C
B2B2C (business-to-business-to-consumer) is a distribution model where a digital health company sells through organizations — employers, health plans, health systems — that offer the program to their populations.
- Distribution through employers, plans, and health systems
- Lower CAC and higher retention than DTC — but long sales cycles
- Requires eligibility integration and outcomes reporting
- Usually layered on top of a proven DTC engine
How B2B2C works in digital health
Instead of buying ads, the company signs an employer or plan; the organization promotes the benefit, often subsidizes it, and the members enroll. Acquisition cost per patient drops dramatically, retention improves (the benefit renews annually), and one contract can deliver thousands of members. The trade: 6–18 month enterprise sales cycles, procurement and security reviews, eligibility-file integrations, and outcome reporting obligations.
DTC first, B2B2C second
The common sequence is DTC to prove conversion, clinical operations, and outcomes — then B2B2C to scale distribution on that evidence. The channels also demand different economics: employers expect per-member or per-engaged pricing and utilization guarantees, not consumer subscription pricing. Programs designed API-first adapt more easily, because the same clinical engine can serve both storefronts.
Compliance handled, so you can build
Lithos runs the clinicians, pharmacies, and 50-state rules behind your care program — one API.
Frequently asked questions
How is B2B2C priced?
Typically per member per month, per engaged member, or per visit — negotiated with the employer or plan rather than the consumer.
Why do employers buy digital health programs?
Recruiting and retention value, plus claimed reduction in downstream medical costs — which makes outcome data the core sales asset.
Is B2B2C easier than DTC?
Cheaper acquisition, harder sales: procurement, security review, and integration replace the ad auction as the gate.