While competitors chase flashy app launches and viral marketing, fysios.fi—Mehiläinen's physiotherapy portal—has built a fortress by doing the opposite: becoming the invisible infrastructure of Finnish healthcare. This isn't a startup disrupting from the outside; it's the incumbent integrating from within.

"They're not selling physiotherapy sessions—they're selling seamless access to Finland's largest healthcare ecosystem."

The real genius lies in their distribution model. While competitors build standalone apps, fysios.fi leverages Mehiläinen's existing brand equity and trust. Patients don't discover fysios.fi through TikTok ads—they find it through their employer's corporate health program, their insurance provider, or their family doctor's referral. It's B2B2C at scale, where the real customer isn't the patient but the organizations funding employee health.

• No direct-to-consumer marketing spend—reliance on Mehiläinen's brand halo
• Enterprise-first acquisition strategy (B2B2C model)
• Specialized workforce: 232 physiotherapists vs. generalist platforms
• Integrated tech stack prioritizing reliability over novelty
• Social presence as brand defense, not acquisition channel