1) enrollment marketing -Hinge gets real time claims data on 13M Americans. They call the patient the day after the PCP submits an MSK claim to the BUCA carrier. Great customer engagement.
2) Hinge uses BUCAs as a channel partner. Payments go through BUCA rails so BUCA can take a cut, so the BUCAs will promote this service. Simple at-risk contracts. Much faster sales cycle and greater reach through EBC and carrier sales agents.
Hinge’s business risk
1) Regulatory Capture - state medical licensing boards are going to realize that Hinge is practicing medicine with unlicensed, uncredentialed health coaches and AI tools. There is no oversight of what they say or recommend.
2) Commoditized tech - there is no defensibility in their tech. Sword and Kaia can do it too.
Thanks for the perspective, Will. It's a clever way to solve both the engagement and monetization issues that plague many of these digital health solutions.
However, as you point out, the line between "coaching" and delivering care has gotten awfully gray -- the subject of this week's post!
Hinge’s two innovations
1) enrollment marketing -Hinge gets real time claims data on 13M Americans. They call the patient the day after the PCP submits an MSK claim to the BUCA carrier. Great customer engagement.
2) Hinge uses BUCAs as a channel partner. Payments go through BUCA rails so BUCA can take a cut, so the BUCAs will promote this service. Simple at-risk contracts. Much faster sales cycle and greater reach through EBC and carrier sales agents.
Hinge’s business risk
1) Regulatory Capture - state medical licensing boards are going to realize that Hinge is practicing medicine with unlicensed, uncredentialed health coaches and AI tools. There is no oversight of what they say or recommend.
2) Commoditized tech - there is no defensibility in their tech. Sword and Kaia can do it too.
Thanks for the perspective, Will. It's a clever way to solve both the engagement and monetization issues that plague many of these digital health solutions.
However, as you point out, the line between "coaching" and delivering care has gotten awfully gray -- the subject of this week's post!
Very helpful analysis, thanks.
Mike Telem, Kemtai.
Excellent breakdown. Thanks Ben.