As health platforms take on more consumer-centric business models, some have opted to develop digital marketplaces to format their services. One such company is Nabta Health, which develops a women's health platform for personalized care. The company offers a health tracking application integrated with a digital marketplace, which offers a hybrid model of healthcare, much like click-and-mortar in retail (incorporating both in-person and digital services). Startups like Tia and Kindbody have utilized similar strategies; however, Nabta Health strengthens its offering through localizing women's health services in an underrepresented geographical area and by personalizing care through recommending consumer-available wellness products.
USE CASE AND BUSINESS IMPACT
Women's health services in the Middle East face challenges due to cultural influences, and of the $72 million invested in regional health startups in 2020, none was directly targeted at women's health. This is in contrast to Nabta Health's 225,000 active users in the AMEA region every month, which indicates strong interest in the platform. The company showcases its partnerships through its marketplace, which connects local physicians to provide healthcare services oriented toward women's health, as well as leveraging brands that offer wellness-oriented products including nutrition supplements, skin health, lifestyle courses, and clothing.
Nabta Health is able to fully leverage the digital marketplace model by targeting women's health initiatives in the Middle East. By pairing its health tracking with the marketplace, it becomes an effective medium to organize services and products based on the needs of the consumer. The company's platform is an example of an effective method to recommend personalized brands for a specific care need. CPG clients who develop wellness products should take note of how their own offerings can pair with these types of specialized digital marketplaces, especially in emerging geographical markets.