Buyer Fragmentation

“You need five people to say yes, and one of them always says no.”

Structural failure pattern in healthcare B2B

22 companies failed due to buyer fragmentation in the Stressline corpus.

Deaths

22

Funding Raised by Companies That Failed

$837.9M

Sub-Vertical Breakdown

Telehealth Infrastructure4 (18%)
Care Coordination & Transitions4 (18%)
Other Healthcare B2B3 (14%)
Prior Authorization & Utilization Review3 (14%)
Health Data Integration & Interoperability2 (9%)
Behavioral Health & Mental Health2 (9%)
Care Navigation & Consumer Health1 (5%)
Pharmacy Technology & Delivery1 (5%)
Health Insurance & Benefits1 (5%)
Credentialing & Provider Enrollment1 (5%)

Founding Year Timeline

1996
2004
2008
2010
2013
2014
2015
2016
2021
2022

22 companies, 37 failure dimensions coded, 1996–2022.

Related failure patterns

Outspent by bigger competitorsProduct claims exceeded actual capabilitiesCouldn't get paid by insurance

22 companies hit buyer fragmentation. Will yours?

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Related methodology

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Data sourced from SBIR/STTR databases, SEC EDGAR filings, ClinicalTrials.gov, CMS data, and founder postmortems. Coded using the Gioia qualitative methodology. Read the methodology.