Channel Mismatch

“Your product works, but you are selling it through the wrong door.”

Structural failure pattern in healthcare B2B

14 companies failed due to channel mismatch in the Stressline corpus.

Deaths

Funding Raised by Companies That Failed

$809.8M

Sub-Vertical Breakdown

Other Healthcare B2B3 (21%)

Care Navigation & Consumer Health2 (14%)

Telehealth Infrastructure2 (14%)

Primary Care & Employer Health2 (14%)

Clinical Workflow & Documentation1 (7%)

Behavioral Health & Mental Health1 (7%)

Digital Therapeutics & DTx1 (7%)

Compliance & Regulatory1 (7%)

Care Coordination & Transitions1 (7%)

Founding Year Timeline

2010

2011

2013

2014

2015

2018

2022

14 companies, 30 failure dimensions coded, 2010–2022.

Related failure patterns

Outspent by bigger competitors Product claims exceeded actual capabilities Couldn't get paid by insurance

14 companies hit channel mismatch. Will yours?

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Related methodology

All failure patterns →How the corpus is built →How scoring works →

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.