The critical role of partnerships in the B2B2C model
This article was based on the interview with Alice Eweida of Pandia Health by Greg Kihlström, AI & Marketing keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Deep partnerships are critical for success in the B2B2C model, as highlighted in a recent podcast featuring a healthcare industry expert. In this model, businesses sell their services to other businesses, who then provide those services to consumers.
This complex relationship requires a deep understanding of the needs and challenges of both the business clients and the end consumers, as well as strong partnerships to effectively reach and serve both parties to drive a great customer experience.
One key aspect of building successful partnerships in the B2B2C model is to have a sponsor and champion within the business client organization. These individuals play a crucial role in breaking open access to indirect channels that the service provider may not have direct control over. For example, in the healthcare industry, if a company is selling its services as a benefit to an employer, having a sponsor within the organization can help facilitate access to channels such as intranet, canteens, TV screens in reception, and digital campaigns like email and SMS. By leveraging these channels, the service provider can reach and engage with a larger audience of potential consumers.
Additionally, deep partnerships in the B2B2C model require a strong understanding of the business client’s needs and goals. By aligning the service provider’s offerings with the client’s objectives, both parties can work together to create value for the end consumers. This may involve customizing services, developing tailored marketing campaigns, or providing additional support to ensure the success of the partnership.
Furthermore, communication and collaboration are essential components of deep partnerships in the B2B2C model. Regular communication between the service provider and the business client helps to build trust, address any issues or concerns, and ensure that both parties are working towards a common goal. By maintaining open lines of communication and fostering a collaborative relationship, businesses can navigate the complexities of the B2B2C model more effectively and drive mutual success.
Deep partnerships are critical for success in the B2B2C model, as they enable businesses to reach and serve both their business clients and end consumers effectively. By establishing strong relationships, understanding client needs, and fostering communication and collaboration, businesses can navigate the complexities of the B2B2C model and drive growth and success in the competitive marketplace.
