Benefit Consultants as a Channel for Digital Health Companies to Employees
Want to successfully sell your digital health solution to employers? Here's the truth: you need to win over their benefit consultants first.
Benefit consultants aren't just gatekeepers to employers – they're strategic advisors who can become your most powerful allies.
Here's what entrepreneurs need to understand:
1. Benefit consultants are the trusted filters
- They evaluate 100+ point solutions annually
- They create the shortlists that employers actually see
- They influence 70-80% of mid-market and enterprise decisions
2. What consultants care about:
- Proven ROI with detailed validation methodology
- Integration capabilities with existing benefits
- Clear differentiation from competitors
- Implementation track record
- Member engagement rates
- Client references from similar employers
3. How to get their attention:
- Build relationships with their junior analysts who do initial screenings
- Provide detailed security/compliance documentation upfront
- Show how you reduce their teams' workload
- Offer to partner on thought leadership
- Make their jobs easier by having clean, standardized pricing
Real example: One mental health startup I know struggled until they realized consultants were concerned about integration. They built dedicated APIs for major carriers, created co-branded materials consultants could use, and saw their sales cycle cut in half.
Key takeaway: Don't try to bypass consultants – embrace them. They can be your champions if you invest in understanding their challenges and making their lives easier.
