eHealth EaaS Pre-Revenue Validation

eHealth | Education-as-a-service | Pre-Revenue Validation‍

‍

TL; DR

Built and launched an educational eHealth EaaS from scratch for non-tech founders. Tested a B2C membership model, identified structural distribution limits in paid acquisition for medical products, and led a strategic pivot toward a B2B2C model targeting medical professionals. Full ownership of strategy, product setup, automation, launch, analysis, and pivot with speed and honest signal-reading over vanity results.

‍

1. Snapshot

A Dutch founder-led health tech project exploring an EaaS for chronic pain management. I led the full build and go-to-market setup, from idea shaping to launch, testing, and strategic pivot toward a B2B2C acquisition model.

‍

2. Initial Hypothesis

The original concept was a B2C educational membership for people with chronic pain, delivered via online courses, workbooks, and exercises.
The assumption: patients would self-enroll through paid acquisition and educational webinars.

The founders had deep medical expertise, but no product infrastructure, no acquisition system, and no owned audience.

‍

3. Execution: B2C Launch Setup

I translated the idea into a working product and launch system:

• Built the full product infrastructure from scratch
• Set up a Wix website, Thinkific membership, Mailchimp automation, and Zapier integrations
• Designed and ran a pre-launch webinar funnel
• Implemented tracking, reporting, and documentation

Time to full setup: under 60 billable hours.

‍

4. Market Signals & Constraints

The pre-launch generated:

• ~40 webinar signups
• ~10 waitlist signups
• No paid subscription conversions

Key constraints surfaced fast:

• Paid ads couldn’t target medical conditions (platform restrictions)
• Cold audiences were too broad for effective B2C education
• No existing audience to warm up demand

These weren’t execution issues. They were distribution constraints.

‍

5. Strategic Pivot

Based on the signals, we identified a stronger path:

• Target medical professionals instead of patients
• Offer professional licences for patient referral
• Shift from B2C to B2B2C acquisition

The founders moved into an advisory role while I proposed and implemented the new strategy direction.

‍

6. Outcome (Current State)

• Fully functional SaaS and acquisition infrastructure in place
• Clear validation of B2C distribution limits in health tech
• A grounded pivot to a B2B2C model now in progress

No inflated results. Just real learning, fast.

‍

7. Why This Case Matters

This project shows how I work when results aren’t guaranteed yet:

• Build fast
• Test properly
• Read early signals honestly
• Pivot without ego
• Own both strategy and execution

That’s how early products survive long enough to win.

‍