It’s a B2B world for digital health startups: Learn from Kilo Health.

digital health setups

 It is not a uniform market. Everything begins with market segmentation. If we divide healthcare into three categories: payers, providers, and life sciences businesses, each has its industry structure (consolidated vs. fragmented, local vs. worldwide) and associated set of drivers and dynamics for technology decisions. Even within a niche like providers, digital health startups must peel back numerous layers to define their target consumers. Even if they began with a consumer offering, digital health businesses are increasingly selling to health systems, payers, and pharmaceutical companies.

The business-to-business approach has hazards that need more patience, a better grasp of the industry’s demands, and a willingness to participate in experimental initiatives before a product is launched. However, the companies that purchased those products also expressed a desire to find a product that will either solve their pain points quickly or form a partnership with a company still putting the final pieces of a digital solution together.

According to industry analysts, entrepreneurs must employ physician advice to personalize their goods to the end user, and customizing innovative solutions seems challenging for some. For companies used to engaging customers through algorithms and appealing user interface design, the largely B2B healthcare sector might be difficult to grasp. One of the most significant challenges is the complicated regulatory framework, which many companies are unprepared for. Going to market too soon without considering the various stakeholders involved in the decision-making process, as well as needing to handle sluggish sales cycles, may be a nuisance for firms used to designing consumer apps with an emphasis on rapid user adoption rates.

It’s human nature to strive to keep things the same. Many stakeholders in healthcare have a vested interest in keeping the system precisely as it is. This might be to justify high prices, to maintain entrance barriers high, or to avoid change. Physicians currently propose innovative, cutting-edge technologies that can help patients live better lives. However, in the long run, people will learn about current services and payment methods since taking charge of their health will be the most excellent way to receive timely, inexpensive access to the treatment they require as the world population grows.

KILO HEALTH: A Success Story in Digital Health Startups

Kilo Health is a leading digital health and wellness company with 15+ products and 4+ million customers worldwide. According to the Financial Times FT1,000 rating for 2022, it is the second-fastest-growing company in Europe, the second-fastest-growing firm in Central Europe according to the Deloitte Technology Fast 50 list, and the most well-liked employer of 2021 according to the MeetFrank employment app. It belongs to the Matter Community, HealthXL, and DTx Alliance.

Kilo Health has over 600+ experts and offices across 5 European cities. Medical Score, Tyler Health, Pulsetto, and Revolab are just a few of the health IT firms in which Kilo Health has so far made investments totaling over 2 million euros. Through the co-found programme and Kilo Ventures startup accelerator, it is continually looking for new businesses to join its ecosystem.

In terms of marketing, Kilo Health attributes some of its success to an agile marketing team that was able to test out wacky concepts in real time. They then selected the best candidates by closely monitoring key sales metrics and making quick data-driven decisions. They are currently investigating B2B partnerships, which will include personalized care for each employee, lower business costs, and tailored engagement plans. Kilo Health is also excited to form its first-ever sales staff.

As though the Baltics have been fertilized with stardust for young business entrepreneurs, a new company appears every two days. Nonetheless, the Baltic’s small population has drawbacks, such as a scarcity of native talent and limited domestic markets.


Those who can afford to skip the wait already use online doctor and doctor-on-demand services. The issue is that spending a few hundred pounds or dollars to visit a doctor remains foreign to most people. However, apps that manage lifestyle issues such as musculoskeletal ailments and stopping smoking are on the increase, and customers are willing to pay for them. So, it will only be a matter of time before customers realize the advantages of totally controlling their healthcare. When the time comes, there will be a move away from B2B and toward B2C business models, with enormous chances to disrupt the market.

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