Question on pricing strategy for B2B2C and D2C company

ThereseLCanares's profile thumbnail
Donโ€™t know the answers to these but very interested in the replies. Great questions.
VeronikaL's profile thumbnail
It is a valid concern @beckyallen; we are living through a very similar product trajectory: first proven the value as D2C offering and now our product is included as a covered benefit in many group benefits plans and L&H insurance companies provide reimbursement -i.e. it is a B2B2C solution. Most enterprise contracts include "the most favoured nation" price clause, and whatever price is listed on the Internet is effectively the market price. We do charge a bit extra for certain enterprise features but a general expectation from the group benefits sector is to receive an identical product with a corporate discount. We now offer programs within the private/sponsored market places that are priced PMPM.... not yet too clear if this strategy will take off. Would love to hear more about this topic!
beckyallen's profile thumbnail
Thanks for your reply @VeronikaL! When you say you now offer programs in the private / sponsored market places, what does that mean?
VeronikaL's profile thumbnail
Many organizations in group benefits have digital marketplaces with bundles of products available only to members - i.e. an individual consumer can access them only when logged in as a verified plan member.