The B2B2C (Business-to-Business-to-Consumer) model’s connection to healthcare in the U.S. has roots in the employer-sponsored health insurance system. This system became prominent during World War II. Wage and price controls imposed during World War II prevented employers from offering higher wages to attract workers. To remain competitive, employers began offering health insurance as a non-wage benefit, a practice that became widespread. This system laid the groundwork for the strong link between employment and healthcare, shaping how individuals access health coverage today.
Additionally, the 1943 Internal Revenue Service ruling that exempted employer-sponsored health benefits from income taxation further incentivized this practice, reinforcing its adoption post-war.
Where is B2B2C Healthcare Marketing Headed?
Leveraging Emerging Technologies:
Artificial intelligence (AI), machine learning (ML), and big data analytics offer significant potential for transforming B2B2C healthcare marketing. These technologies enable personalized messaging, optimize campaigns, and improve targeting accuracy.
Building Long-Term Relationships:
Customer retention is just as important as acquisition. Think about strategies like loyalty programs, personalized communication, and online communities to nurture lasting relationships.
Addressing Healthcare Disparities:
B2B2C marketing can support equitable healthcare access through culturally sensitive messaging, reducing language barriers, and targeted outreach to underserved communities.
Matchnode simplifies B2B2C healthcare marketing by helping you target eligible audiences, drive activations, and measure ROI effectively.

Connect with us today and let’s discuss how we can tailor a strategy for your specific goals.
Key Point #1
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Key Point #2
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Wrap Up:
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Full episode transcript:
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Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Cras interdum egestas urna vitae pellentesque.
Vivamus in ornare elit. Pellentesque euismod venenatis ante a rhoncus. Donec in maximus tortor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur nec nisl nec lorem tristique varius. Integer finibus condimentum ullamcorper. Pellentesque varius ex eu hendrerit feugiat. Maecenas dui erat, placerat a viverra a, rhoncus quis ante.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi semper laoreet est, at imperdiet sem. Proin vel viverra libero. Phasellus blandit porta lectus, sed dignissim metus.
Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Cras interdum egestas urna vitae pellentesque.
Vivamus in ornare elit. Pellentesque euismod venenatis ante a rhoncus. Donec in maximus tortor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur nec nisl nec lorem tristique varius. Integer finibus condimentum ullamcorper. Pellentesque varius ex eu hendrerit feugiat. Maecenas dui erat, placerat a viverra a, rhoncus quis ante.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi semper laoreet est, at imperdiet sem. Proin vel viverra libero. Phasellus blandit porta lectus, sed dignissim metus.
Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Cras interdum egestas urna vitae pellentesque.
Vivamus in ornare elit. Pellentesque euismod venenatis ante a rhoncus. Donec in maximus tortor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur nec nisl nec lorem tristique varius. Integer finibus condimentum ullamcorper. Pellentesque varius ex eu hendrerit feugiat. Maecenas dui erat, placerat a viverra a, rhoncus quis ante.
