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Business Model Insights: Rock Health Advisory’s 2023 Digital Health Benchmarking Survey

We’ve been hearing from executives at healthcare startups that they are eager for benchmarks on business models and financial metrics to support decision making. While digital health has ample data on funding as a signal of where innovation is heading, most digital health companies are privately held, making public, aggregate information on business models and financial benchmarks to support decision making nearly impossible to find. Rock Health has supported health tech entrepreneurs for over a decade and continues to seek new ways to provide support. To that end, Rock Health Advisory is building a new dataset to help address the data gap that exists around digital health business models and financial benchmarks. To build the dataset, Rock Health Advisory is inviting digital health startup leaders (across all maturity and funding stages) to participate in our business model benchmarking survey. In exchange for participation, startup leaders will receive an exclusive report capturing relevant, aggregate-level benchmark data and insights from the survey. Where sample size allows, this report will include breakouts by specific segments within digital health (e.g., company value proposition, funding stage). We will also publish a public-facing article covering broad themes from the survey. Please note, questions marked with a red asterisk are required and all other questions are optional, which allows you to skip any questions you’d prefer not to answer. However, sharing as much data as possible is the best way to get robust and valuable data for you and your peers. Feel free to reach out to businessmodelinsights@rockhealth.com if you have any questions or comments on this survey. Thank you for your participation! Data privacy disclaimer: We know that this is extremely sensitive information, and we will not publish or share individual company names or data points. We will ensure anonymity of responses by only reporting out themes with enough data to share trends across cohorts. Additionally, Rock Health Advisory will firewall the survey results internally to select members of the Advisory team who are working on the analysis. Rock Health Capital will not have access to the data.

What is your role? Select all that apply.
  • CEO
  • COO
  • Other c-suite (please specify)
  • Founder
What is your company's current funding stage?
What type of customers does your company sell to? Select all that apply.
  • Employers
  • Health insurance companies
  • Brick-and-mortar providers (e.g., health systems, physician groups, long-term care)
  • Digital health providers
  • Digital health companies (non-providers)
  • Patients / consumers
  • Unpaid caregivers
  • Pharmaceutical companies
  • Medical device companies
  • Diagnostics companies (e.g., labs)
  • Other (please specify)
Approximate values are acceptable.
Who are the end users of your company's products or services? Select all that apply.
  • Employers
  • Health insurance companies
  • Brick-and-mortar providers (e.g., health systems, physician groups, long-term care)
  • Digital Health providers
  • Digital health companies (non-providers)
  • Patients / consumers
  • Unpaid caregivers
  • Pharmaceutical companies
  • Medical device companies
  • Diagnostics companies (e.g., labs)
  • Other (please specify)
Which business model(s) does your company leverage? Select all that apply.
  • Employer benefit
  • Payer medical benefit
  • Payer pharmacy benefit
  • Direct-to-consumer (i.e., consumer pays directly for the product/service)
  • B2B/Enterprise SaaS (e.g., selling to providers, life sciences, digital health companies)
  • Data monetization
  • Ad sales and affiliate fees
  • Other (please specify)
What was your company's total revenue in 2022?
What was your company's total revenue in 2021?
What was your company's total revenue in 2020?
Please input your response as a percentage (e.g., 30%). Approximate values are acceptable.
For the purpose of this survey, product development includes any money spent on researching and developing your product or service. Please input your response as a percentage (e.g., 30%). Approximate values are acceptable.
For the purpose of this survey, sales and marketing includes any money spent identifying and targeting customers. Please input your response as a percentage (e.g., 30%). Approximate values are acceptable.
Has your company reached profitability?
Please input your response as a percentage (e.g., 30%). Approximate values are acceptable.
Which of the following marketing channels does your company leverage? Select all that apply.
  • Website
  • Social media
  • Public relations (e.g., press releases, media relations)
  • Email marketing
  • Paid advertising (e.g., search engine optimization, commercials, paid digital ads, sponsorships)
  • Content marketing (e.g., journal articles, blogs, podcasts)
  • Conferences and events
  • Employed sales team
  • Other (please specify)
If your product or service is used by patients, which insurance plan(s) does your company accept?
Please select all that apply.
  • We do not accept insurance
  • Insurance is not applicable
  • Commercial plans
  • Medicare
  • Medicaid
  • Patients are not our end users
Does your company collect clinical outcomes data for any of the following metric categories? Please select all that apply:
  • Diagnostic efficacy
  • Prognostic efficacy
  • General clinical improvement/reduction in symptoms or a condition
  • Change in objective clinical metric (includes validated patient-reported metrics)
  • Disease cure (reversal or permanent cure of a disease)
  • Disease prevention (prevent progression or occurrence of a specific disease)
  • Improvement in medication delivery & adherence
  • Reduction in preventable medication errors
  • Improvement in quality of life (QOL)
  • Other (please specify)
  • Not applicable
Does your company collect economic outcomes data for any of the following metric categories? Please select all that apply.
  • Money saved per customer
  • New customer revenue generation
  • Decrease in healthcare services utilization
  • Improvement in customer time-to-market
  • Improvement in customer/user efficiency
  • Customer return on investment
  • Other (please specify)
  • Not applicable
Does your company collect engagement outcomes data for any of the following metric categories? Please select all that apply.
  • Measure of user-engagement per unit of time (e.g., monthly, annually)
  • End-user experience (e.g., ease of use)
  • End-user and/or customer satisfaction
  • Other (please specify)
  • Not applicable
Does your company collect data on its net promoter score (NPS)?
If you are willing and interested in sharing any of the clinical, economic, or engagement outcomes your company has achieved, please use the text box below.
  • {name}
Are there any other metrics that you’d find valuable as you build and scale your company that we should consider including in a future survey?
  • {name}

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