getUBetter Self Management Platform; Strategy, UK Market Share, Competitors, Clinical Evidence and Potential as NHS Healthcare Technology Infrastructure
- Lloyd Price
- 8 minutes ago
- 27 min read
Executive Summary
getUBetter is a clinically validated, CE-marked digital self-management platform primarily focused on musculoskeletal (MSK) conditions and women's pelvic health. It operates on a B2B2C SaaS model, partnering directly with NHS Integrated Care Systems (ICSs) to provide localized, evidence-based support to patients.
The platform has demonstrated significant positive impacts on healthcare utilization, including substantial reductions in GP appointments, physiotherapy referrals, medication prescriptions, and urgent care attendances. It boasts a strong return on investment (ROI) for NHS providers and has achieved widespread adoption across 40% of NHS England's ICSs, covering over 20 million eligible patients. Its co-design approach with NHS clinicians and rapid deployment model are key strengths.
getUBetter is well-positioned within the rapidly growing UK digital health market, aligning directly with the NHS Long Term Plan's digital transformation agenda. Its ongoing efforts to integrate with core NHS systems (EMIS, TPP System One) and its explicit commitment to NHS App interoperability are critical enablers for its evolution into a foundational healthcare technology infrastructure. The NHS App's transformation into a "digital front door" creates a significant opportunity for getUBetter to enhance patient self-management, reduce waiting lists, and improve access to care at scale.
To maximize its infrastructure potential, getUBetter should prioritize seamless integration with the evolving NHS App, address identified user experience challenges and continue to generate robust real-world evidence. Strategic partnerships and continuous adaptation to NHS digital priorities will be crucial for sustained growth and deeper embedding within the national healthcare ecosystem.
1. Introduction to getUBetter
getUBetter is a digital self-management support platform specifically designed for common musculoskeletal (MSK) injuries and conditions. Its comprehensive scope includes a wide range of ailments such as back pain, back and leg pain, neck pain, shoulder pain, hip pain, knee pain, ankle pain, foot pain, elbow pain, wrist pain, soft tissue lower limb injuries, and various tendinopathies.This broad coverage addresses a significant portion of patient presentations in primary care. Beyond its core MSK offerings, getUBetter has strategically expanded its product portfolio to address other prevalent health needs.
This includes a dedicated module for women's pelvic health, covering conditions such as female pelvic pain, pelvic prolapse, bladder and bowel health, and providing information on cis-female biology and anatomy. Furthermore, the platform has introduced a "Living with Pain" add-on, designed to support patients experiencing persistent pain , as well as peri-operative and safe waiting support for patients awaiting procedures and a new module for menopause support. The platform delivers personalised, day-by-day guidance, incorporating exercise videos, general advice and supportive information, all accessible 24/7 via mobile, tablet and desktop devices, ensuring continuous patient support.
The target patient population for getUBetter comprises individuals over 18 years of age who present with any new, recurrent, or ongoing muscle or joint problem and who would benefit from self-management support. A critical aspect of its design is its explicit utility for patients on waiting lists, those currently experiencing pain, individuals struggling to work due to their condition, and those living with arthritis. The platform aims to empower these patients to manage their conditions effectively while reducing reliance on traditional healthcare resources.
It is important to note the platform's clear boundaries and safety mechanisms. getUBetter is not intended for use in cases of severe or worsening symptoms, for patients requiring regular physiotherapy post-surgery, or for those experiencing worsening neurological symptoms (such as numbness, weakness, or new onset bladder/bowel issues). Similarly, it is unsuitable for individuals with known diagnoses like infection, rheumatological conditions, cancer, or fractures. To ensure patient safety, the app incorporates built-in safety netting features, including a series of red flag questions at the outset and an accessible symptom checker, which guide users on when and where to seek professional medical help if their condition warrants it.
2. getUBetter's Business Strategy and Operating Model
Evolution to B2B2C SaaS Model
getUBetter's journey reflects a strategic evolution in its business model, demonstrating a keen responsiveness to market demands and the unique operational landscape of the NHS. Initially launched in 2012 as a direct-to-consumer (B2C) application focused solely on back pain, the product struggled to gain traction in the market.This early experience highlighted a fundamental challenge in digital health: while individual patients might benefit, widespread adoption often requires integration into existing healthcare pathways and endorsement from clinical gatekeepers.
Recognising this, getUBetter pivoted in 2019 to a B2B2C Software as a Service (SaaS) model. This strategic shift involved selling the platform directly to healthcare providers, specifically NHS Integrated Care Systems (ICSs) and Health Boards, who then offer the app free of charge to their patient populations. This model is inherently more aligned with the structure of the NHS, as it removes financial barriers for patients and embeds the solution within established care delivery frameworks. The company's ability to adapt its approach, prioritising "listening and understanding the needs of your customers" (the NHS), has been pivotal to its success in navigating the complex procurement and implementation processes within the public health sector. This strategic agility, pivoting from a direct-to-consumer approach to one deeply embedded within the public health system, is a significant strength for a company aiming to become a core NHS infrastructure provider.
Co-design Approach with NHS
A cornerstone of getUBetter's operating model is its deep commitment to co-design. The platform has been developed collaboratively with a diverse group of stakeholders, including patients, clinicians, commissioners and research partners. This iterative process involves a continuous cycle of design, testing, assessment, modification and improvement, ensuring that the content and user flow are intuitive and genuinely support self-management and overall health.
Crucially, the clinical pathways and content within getUBetter are co-designed and configured with local MSK leads within each NHS organisation or ICS. This localisation ensures that the platform's guidance is pertinent to the specific "lived experience" of the local population, aligns with local clinical guidelines, and provides accurate access to local treatment and support services. This bespoke configuration capability is vital for widespread adoption across the diverse NHS landscape, where regional variations in service provision and patient demographics are common.
Rapid Deployment Framework
getUBetter has developed a highly efficient "rapid clinical transformation model" that enables swift deployment across entire ICSs or Health Boards.This model allows the platform to be made available to a whole population within approximately four months, with instances of deployment times being reduced to as little as four weeks. This operational speed is a significant advantage in the NHS, where large-scale digital transformations can often be hampered by lengthy implementation periods.
The rapid deployment is facilitated by a repeatable framework comprising standardised tools, processes, regular and frequent support routines, and targeted face-to-face training and awareness presentations.This structured approach allows getUBetter to efficiently scale its solution across the country, addressing urgent needs such as managing growing waiting lists. The ability to deliver impact quickly positions getUBetter as an agile and effective partner for the NHS's digital transformation agenda.
Value Proposition for Integrated Care Systems (ICSs)
getUBetter's primary value proposition for ICSs and Health Boards lies in its ability to provide digital self-management support at scale for their entire populations. The platform helps standardise care delivery, improves patient access to information and services and plays a crucial role in preventing overtreatment by offering a digitally enabled MSK pathway that spans the entire care continuum.
The economic benefits for health systems are substantial and well-documented. getUBetter has demonstrated a significant return on investment (ROI) for NHS providers, with evaluations showing a return of over 1:4, or specifically £4.20 saved for every £1 spent.This translates into quantifiable reductions in healthcare utilisation, including fewer GP appointments (eg. 13% reduction in first-time, 15% in repeat MSK GP appointments), reduced physiotherapy referrals (e.g., 20% reduction), decreased medication prescriptions (e.g., 50% reduction) and a notable reduction in urgent care attendances (eg. 66% reduction). Furthermore, the platform helps reduce the administrative burden for clinicians and contributes to a reduction in sick notes (eg. 11% reduction in Frimley).These measurable outcomes directly address the NHS's strategic imperative to optimise resource allocation and enhance efficiency, making getUBetter an attractive investment for commissioners.
Data Security and Compliance
Operating within the stringent regulatory environment of UK healthcare, getUBetter places a high emphasis on data security and compliance. The platform is classified as a Class 1 medical device and holds CE marking, signifying its adherence to essential health and safety requirements. It is also Digital Technology Assessment Criteria (DTAC) certified, a crucial standard set by NHS England for digital health technologies. These certifications demonstrate that getUBetter has undergone rigorous assessment and meets the high bar for clinical safety and quality standards, which is fundamental for building trust among clinicians, patients, and procurement bodies within the NHS.
The company's commitment extends to robust information governance, with full compliance with GDPR protocols. Data security measures include physical access control, annual penetration testing by qualified providers, and encryption for data in transit. User data is protected using authentication tokens and two-factor authentication, and access to the service is via encrypted VPN Critically, getUBetter explicitly states that patient data is never sold to third parties, and any data sharing occurs only to facilitate the provision of its service.This transparent approach to data privacy is essential for maintaining patient confidence and securing its position as a trusted component of NHS infrastructure. The dual expertise of clinicians and professional software engineers within the getUBetter team also ensures that both clinical safety and technical robustness are prioritised in its development and operation.
Social Value and Inclusivity
getUBetter's strategic approach extends beyond clinical and economic benefits to encompass broader social value and inclusivity, aligning with key NHS priorities. The platform is recognised as an NHS England digital exclusion pioneer, actively working to understand and reduce barriers to digital access. This commitment is demonstrated through co-design efforts with marginalised, underrepresented, and vulnerable groups, ensuring the platform is accessible to people with diverse physical, mental health, social, cultural and learning needs across all age groups over 18.
To further enhance accessibility, getUBetter offers touch-to-speak (TTS) functionality, allowing users to convert any text into audio in their language of choice. The app also supports content in 14 languages, directly addressing health inequalities for non-English speaking populations within the UK. This comprehensive approach to digital inclusion strengthens getUBetter's appeal as a universal infrastructure component for the diverse NHS patient base. Furthermore, the platform actively supports the NHS Green Plan by minimising patient travel for appointments and maximising efficiency, thereby contributing to reduced carbon emissions and aligning with the NHS's ambition to achieve net zero targets.This commitment to environmental sustainability and social equity positions getUBetter as a strategically aligned partner for the NHS's overarching mission.
3. UK Market Landscape and getUBetter's Position
Overview of UK Digital Health Market
The UK digital health market is experiencing significant growth, presenting a favourable environment for solutions like getUBetter. Valued at USD 12.8 Billion in 2024, the market is projected to expand substantially, reaching USD 37.6 Billion by 2033, with a compound annual growth rate (CAGR) of 12.11% from 2025-2033. This robust growth trajectory is driven by several key factors. There is a heightening adoption of health technology solutions across the UK, evidenced by a surge in digital health investments, which reached £11.2 Billion in 2020, marking a 14% year-on-year increase. This trend is fuelled by advancements in wearable devices, telemedicine, and artificial intelligence-based diagnostics, all of which are improving care delivery and health system organisation.
A significant shift towards online health services has been observed, with telemedicine services experiencing constant growth, even during the COVID-19 pandemic. This increased comfort with digital health solutions among the population creates a receptive user base for platforms like getUBetter. Furthermore, the market benefits from a highly favourable regulatory environment. Government policies, notably the NHS Long Term Plan, actively promote investment in digital care transformation and aim to achieve digitally supported care services for 75% of the population by 2023. This strong policy backing creates a sustained demand for integrated digital solutions, providing a strong tailwind for getUBetter's continued expansion and deeper integration into the NHS infrastructure.
getUBetter's Current Reach within the NHS
getUBetter has achieved substantial penetration within the NHS, demonstrating significant market traction. The platform currently supports 40% of the NHS in England, a considerable footprint for a digital health solution. This reach extends across 17 Integrated Care Systems (ICSs), encompassing a total eligible population of over 20 million people. Notably, this includes 80% of London, a major urban health economy.
The platform's adoption at the primary care level is also strong, with over 200 GP practices engaged nationwide in specific regions, such as the Frimley ICS area, 83% of General Practitioners (GPs) have signed up to utilise the platform.Recent announcements from April 2025 by local NHS entities, such as the Beacon Health Group in Mid Essex and Surrey Downs Health & Care, further underscore getUBetter's ongoing market penetration and continued adoption across various regions. This widespread and growing presence indicates getUBetter's established position and increasing influence within the UK healthcare landscape.
Funding and Growth Status
getUBetter is positioned as a "scaleup" company, indicating a phase of significant growth and expansion. Its development and scaling have been notably supported by public sector innovation initiatives, reflecting confidence in its alignment with NHS objectives. The company has successfully secured grant funding, including a substantial $1.12 million in February 2020 and an earlier $129,000 in March 2019. A key funding milestone was receiving an NHS England Small Business Research Initiative (SBRI) Healthcare award, specifically aimed at developing its platform and app for scalability across multiple conditions and healthcare providers. This public investment signals a strategic partnership between getUBetter and the NHS, positioning the company as a strategic asset rather than merely a commercial venture. Currently, getUBetter is in the "Generating Revenue" stage, suggesting a sustainable business model built on its partnerships with NHS ICSs. This public-private funding model is particularly well-suited for a core NHS technology, as it aligns the company's growth with public health outcomes.
Market Positioning and Competitive Advantages
getUBetter positions itself as a comprehensive digital self-management solution that spans the entire MSK care pathway. This includes support for prevention, recovery, rehabilitation, active management of waiting lists, and strategies to prevent reoccurrence of conditions. This holistic approach differentiates it from more narrowly focused digital health tools.
A significant competitive advantage for getUBetter is its strong independent validation. It holds the distinction of being the highest-scoring MSK app on the ORCHA app library, achieving a rating of 91%. ORCHA (Organisation for the Review of Care and Health Apps) provides independent assessments of digital health products, making this a crucial mark of quality and trustworthiness for NHS commissioners and patients.
Furthermore, getUBetter has received a formal recommendation from the National Institute for Health and Care Excellence (NICE) for the management of non-specific low back pain. This recommendation, part of NICE's Early Value Assessment (EVA) report, allows for its use within the NHS while further evidence is generated. This is a powerful clinical and market validation, as NICE approval is a gold standard in the UK healthcare system. It significantly de-risks adoption for NHS commissioners and signals the platform's clinical credibility and potential for routine use across the NHS. The platform's commitment to clinical safety and information governance, including its Class 1 medical device status and DTAC certification, further reinforces this trusted position.The company's collaborative efforts were also recognised with the HSJ HealthTech Partnership of the Year 2023 award, in partnership with NHS South West London Integrated Care Board (ICB), underscoring its effective collaboration within the NHS ecosystem.
Table 1: getUBetter's UK Market Reach and Impact Metrics
Metric | Value |
Percentage of NHS England ICSs Supported | 40% |
Number of ICSs Supported | 17 |
Eligible Population Covered | >20 million |
Percentage of London Covered | 80% |
Number of GP Practices Engaged | >200 / 468 |
GP Sign-up Rate (Frimley ICS) | 83% |
ORCHA App Library MSK Score | 91% (Highest) |
NHS ROI (Return on Investment) | >1:4 or 4.2:1 |
Potential Cost Saving (per year per ICS for LBP) | Up to £1.96 million |
Reduction in First-Time GP Appointments (MSK) | 13% |
Reduction in Repeat GP Appointments (MSK) | 15% |
Reduction in Physiotherapy Referrals | 20% |
Reduction in Prescribed Medication (MSK) | 50% |
Reduction in Urgent Care Attendance | 66% |
Patients on Physio Waiting List No Longer Needing Appointment | 50% |
Reduction in Physiotherapy Appointments (for those who attend) | 40% |
Reduction in Sick Notes (Frimley) | 11% |
Patient Recommendation Rate | 86% |
Patients Feeling App Helps Recovery | 100% |
App Store Rating (Apple & Google Play) | 4.5 stars |
Note: The "0%" reduction figures for MSK prescriptions, urgent care attendance, and getUBetter users on physio waiting lists no longer needing treatment, as stated on one getUBetter homepage snippet, appear to be typographical errors. More comprehensive and independently evaluated data from the Health Innovation Network and other getUBetter sources consistently report significant positive reductions for these metrics, as reflected in the table above. The higher, independently validated figures are prioritised in this analysis.
4. Competitor Analysis
Overview of the Competitive Landscape
The digital health market for musculoskeletal (MSK) conditions in the UK is dynamic and evolving, with several players vying for market share and NHS partnerships. While getUBetter has established a strong position, it operates within a competitive environment that includes both direct digital self-management platforms and broader digital health solutions that touch upon MSK care. It is important to accurately identify and assess these competitors. For instance, while one source lists "Limber" as a top competitor, further investigation reveals that Limber is primarily a flexible working app for the hospitality sector and not a digital health platform. This highlights the necessity of validating competitor identification to ensure an accurate market assessment.
The primary competitors for getUBetter can be broadly categorised into:
Other Digital Self-Management Platforms: Solutions directly offering self-management support for MSK and related conditions.
Digital Physical Therapy Providers: Companies offering virtual physiotherapy, often with AI integration.
Broader Digital Health/Occupational Health Platforms: Solutions with a wider scope that may include MSK components.
NICE Early Value Assessment (EVA) Peers: Other digital health technologies that have received similar regulatory validation for low back pain.
Key Competitors
MyPathway
MyPathway is a digital platform that connects patients and carers to clinical teams via a patient app and a clinical portal. Its core strength lies in automating key steps within clinical pathways, enabling remote monitoring, appointment management, and supported self-management. Similar to getUBetter, it offers customisable pathways for automation, digital triage, and self-referral options.MyPathway provides specific modules for MSK supported self-management, including symptom-based triage questionnaires, and for persistent pain management, allowing patients to co-design their programs with clinician review.
The platform aims to streamline clinical workflows and reduce administrative burden for healthcare providers through features like digital letters and remote monitoring. A notable difference in its data policy is the statement that data "can't be deleted" for users, which contrasts with getUBetter's emphasis on GDPR compliance and user control over data storage. This difference in data retention could be a point of consideration for NHS procurement, given the sensitivity around patient data.
PhysioMedics (PhysioWizard)
PhysioMedics is a healthcare technology company focused on improving the management of back, neck, joint, and limb (MSK) conditions. Their flagship product, PhysioWizard, is highlighted as the UK's first clinically validated digital assessment tool for MSK pain. Unlike getUBetter, which focuses on sustained day-by-day self-management and recovery, PhysioWizard's primary function appears to be initial digital assessment and triage. It provides an instant summary report, personalised advice, and directs users to up to nine configurable care pathways, ranging from self-management resources to identifying "red flags" requiring urgent medical assistance.
This positions PhysioWizard more as an entry-point solution for guiding patients to appropriate care, rather than a comprehensive, ongoing recovery platform. While it offers self-help exercises, its core differentiation lies in its comprehensive digital assessment capabilities, covering over 108 selectable body areas and producing automated reports for patients, clinicians, and organisations.
Physio Med
Physio Med operates primarily in the occupational health sector, providing services designed to maintain workforce fitness and facilitate return to work after injury. Their offerings include job analysis, DSE (Display Screen Equipment), FCE (Functional Capacity Evaluation), and ergonomic assessments to prevent work-related injuries, as well as phone triage (Physiotherapy Advice Line - PAL), face-to-face physiotherapy, and rehabilitation services to aid recovery. While Physio Med offers MSK screening and treatment, its business model is distinct from getUBetter's.
It emphasises a flexible, pay-for-what-you-need approach for corporate clients, aiming to maximise their ROI through reduced sickness absence. Physio Med boasts a vast network of 780 clinics and 2,500 chartered physiotherapists nationwide, promising rapid access to in-person treatment (eg. within three days) and faster recovery times (average ten days to return to work) compared to national averages. This positions Physio Med as a competitor in the broader MSK management space, particularly for corporate and occupational health clients, but with a fundamentally different, hybrid digital-and-in-person delivery model compared to getUBetter's digital-first, NHS-focused B2B2C approach.
Sword Health
Sword Health emerges as a formidable and well-funded competitor in the digital physical therapy space. Founded in 2015, this digital health company develops physical therapy programs for MSK conditions, pelvic health, and injury prevention, integrating artificial intelligence (AI) with licensed clinicians. Sword Health has secured substantial funding, raising over $300 million and achieving a valuation of $4 billion, enabling aggressive market expansion.
A key strategic move was its 2025 acquisition of Surgery Hero, a UK-based digital health company specialising in pre-habilitation. This acquisition was swiftly followed by partnerships with 18 NHS trusts in the UK to integrate digital pre-habilitation services.This indicates a direct and aggressive entry into getUBetter's core UK market. Sword Health's differentiation lies in its advanced AI capabilities, including an AI engine designed to detect members at highest risk for avoidable MSK and pelvic surgery, offering non-surgical treatment options.They also employ an "Outcome Pricing" model, tying pricing directly to measurable member results, which could be highly appealing to NHS commissioners focused on value-based care. The company claims impressive outcomes, with 67% of members achieving a pain-free life and a 70% reduction in surgery intent. Their hybrid model includes 1-to-1 support from UK-based physiotherapists via chat, phone, and video calls, alongside digital programs, which may appeal to users seeking a more personalized, human-supported digital experience.
NICE EVA Peers (Hinge Health, Kaia App, Pathway through Pain, selfBACK app)
getUBetter is one of five digital health technologies recommended by NICE for the management of non-specific low back pain under its Early Value Assessment (EVA) program.This group of technologies represents direct competitors within this specific, validated niche. The other four are:
Hinge Health Digital MSK Clinic (Hinge Health)
Kaia App
Pathway through Pain (Wellmind Health)
selfBACK app
All these technologies, including getUBetter, share common strategic goals within the NHS context: reducing inequalities in accessing MSK services, decreasing waiting lists, lowering the number of GP and physiotherapy appointments, reducing medication use, and potentially avoiding surgery. This indicates that they are all addressing universal pain points for the NHS. getUBetter's competitive edge among these peers will depend on its demonstrated effectiveness, scalability, ease of integration, and unique features, such as its comprehensive pathway management and strong local NHS co-design.
The ongoing 3-year evidence generation period under the NICE EVA program will be crucial for all these technologies to solidify their claims and potential for routine adoption across the NHS.
Competitive Differentiators for getUBetter
getUBetter distinguishes itself through several key differentiators. Its comprehensive, end-to-end digital self-management solution covers the entire MSK care pathway, from initial self-referral or clinical prescription through recovery, rehabilitation, and prevention, including specialised support for waiting lists and perioperative care. The platform's deep co-design with local NHS clinicians and its ability to configure content and pathways to specific ICS needs ensure high clinical relevance and local embedding. The proven rapid deployment model (as fast as 4 weeks in some cases) provides a significant operational advantage, allowing ICSs to quickly implement the solution and address pressing issues like waiting lists.
Furthermore, getUBetter boasts strong independent validation, including its high ORCHA score (91%) and the NICE recommendation for low back pain, which are critical trust signals for NHS adoption. Its demonstrated economic impact, with a consistent ROI of over 1:4 and quantified reductions in various healthcare utilisations, provides a compelling financial argument for its adoption. The platform's commitment to digital inclusion, offering multi-language support and touch-to-speak functionality, broadens its reach and aligns with NHS priorities for equitable access. Finally, its explicit commitment and ongoing progress towards deeper integration with core NHS systems like EMIS and TPP System One, and its alignment with the NHS App's strategic evolution, position it strongly for future infrastructure development.
5. Clinical Evidence and Efficacy
NICE Recommendation and DTAC Compliance
getUBetter has achieved a significant milestone by receiving a recommendation from the National Institute for Health and Care Excellence (NICE) for its use in managing non-specific low back pain (LBP) in individuals aged 16 and over. This recommendation is part of NICE's Early Value Assessment (EVA) program, which aims to identify promising health technologies that address significant unmet needs and enable earlier conditional access within the NHS while further evidence is generated. This rigorous evaluation process by NICE provides a strong validation of getUBetter's clinical effectiveness and safety, which is crucial for widespread adoption within the NHS.
A key requirement for technologies recommended under the NICE EVA program is adherence to appropriate regulatory approvals and compliance with NHS England's Digital Technology Assessment Criteria (DTAC). getUBetter already satisfies both these requirements, holding Class 1 medical device status (CE marked) and DTAC certification. This ensures that the platform meets the highest standards for clinical safety and information governance, instilling confidence among healthcare professionals and patients alike. The NICE recommendation explicitly allows getUBetter to be used within the NHS setting while a 3-year period of further evidence generation is undertaken, after which the data will be evaluated for full NICE guidance and potential routine adoption across the NHS.
Real-World Evidence and Impact on Healthcare Utilisation
The efficacy of getUBetter has been substantiated through various real-world evaluations, demonstrating a tangible impact on healthcare utilisation and patient outcomes. A comprehensive evaluation by the Health Innovation Network (HIN) between 2019 and 2021, which mapped getUBetter against the NICE evidence framework, provided robust evidence of its effectiveness.
Key findings from the HIN evaluation and other sources highlight significant reductions in demand for traditional healthcare services:
GP Appointments: getUBetter users required 13% fewer first-time MSK GP appointments and 15% fewer repeat GP appointments compared to non-users.16 This directly alleviates pressure on primary care.
Physiotherapy Referrals and Appointments: The platform led to a 20% reduction in physiotherapy referrals. Furthermore, for patients who engaged with getUBetter on a physiotherapy waiting list, 50% no longer needed their scheduled appointment. For those who did attend, there was a 40% reduction in the number of required physiotherapy appointments. This demonstrates its effectiveness in managing demand and optimising resource use within MSK services.
Medication Prescriptions: There was a 50% reduction in prescribed medication for MSK conditions among getUBetter users.
Urgent Care Attendance: The platform contributed to a substantial 66% reduction in urgent care attendances for MSK issues. This is particularly significant as it reduces the burden on emergency services.
Sick Notes: In the Frimley ICS area, getUBetter demonstrated an 11% reduction in sick notes, supporting patients' return to work and contributing to broader economic benefits.
The economic impact of these reductions is considerable. The HIN evaluation estimated a potential cost saving of up to £1.96 million per year per Integrated Care System (ICS) for the use of getUBetter with back pain alone. Overall, the platform has demonstrated a return on investment (ROI) for providers of over 1:4, or £4.20 saved for every £1 spent. This strong economic value proposition aligns getUBetter directly with the NHS's strategic imperative to optimise resource allocation and reduce unnecessary costs, particularly given that MSK conditions account for 18-30% of all GP appointments and cost the NHS £5 billion annually.
Beyond these quantitative metrics, getUBetter has a proven real-world impact on waiting lists, a critical challenge for the NHS. For example, in Northamptonshire Healthcare Foundation Trust (NHFT), a rapid 4-week deployment of getUBetter led to nearly 1,000 patients engaging with the app within days, reducing pressure on clinical teams and enabling faster triage and support for those awaiting physiotherapy appointments. This capability to turn "passive waiting lists into active ones" is a direct response to a major national health priority.
Further evidence generation is ongoing, with a National Institute for Health and Care Research (NIHR)-funded study actively assessing the clinical and cost benefits of implementing getUBetter into low back pain clinical pathways. This real-world study involves patient surveys over 12 months and analysis of healthcare data, with the aim of developing national guidelines and training resources to support broader digital adoption across the NHS. This ongoing commitment to robust evaluation reinforces getUBetter's evidence-based foundation.
Patient and Clinician Feedback
Patient and clinician feedback consistently highlights the positive reception and perceived value of getUBetter. A Health Innovation Network (HIN) patient survey found that 75% of respondents rated the app as 'very good', 'good', or 'acceptable'. Notably, 80% of these patients had not used a health app before, indicating getUBetter's ability to engage a broad user base, including those new to digital health tools.The most appreciated aspects of the app included its ease of use, its ability to help patients develop skills to manage their condition, the provision of relevant information tailored to their stage of recovery, and the reassurance it offered. Patients also found the registration process easy and reported that the app served as a valuable alternative for managing their conditions during the COVID-19 pandemic when face-to-face appointments were limited.
Overall, the majority of patients reported experiencing some benefit from using the app, with 100% of patients supported by getUBetter feeling the app helped their recovery, and 86% stating they would recommend it to others. The app maintains a strong average rating of 4.5 stars on both Apple and Google Play app stores.
From the clinician perspective, surveys indicate high levels of adoption and belief in the app's utility. 79% of clinicians reported making referrals to the app, and a significant 90% believed that the app effectively supported patients with MSK conditions in self-management. This strong endorsement from healthcare professionals is critical for its integration into routine care.
Despite the overall positive feedback, some user reviews highlight areas for improvement in the user experience (UX). Specific criticisms include "cumbersome entry/exit" for exercises, occasional "glitchy" performance, slow loading times for videos (around 3 seconds), and a perceived "cluttered" or "disorganised" interface for exercises. Users also noted the absence of features like "favouriting" exercises or automatic logging of completed activities, suggesting that while the content is valued, the navigation and interactive elements could be refined. The development team has acknowledged this feedback, indicating a commitment to continuous improvement in usability and accessibility.
Addressing these UX challenges will be important for sustaining high patient engagement and maximising the platform's long-term impact as a core NHS infrastructure component.
6. Potential as NHS Healthcare Technology Infrastructure Partnered with the NHS App
getUBetter's trajectory and capabilities position it strongly as a potential foundational component of the NHS's evolving healthcare technology infrastructure, particularly through deep integration with the NHS App.
Alignment with NHS Digital Strategy
getUBetter is strategically aligned with the core tenets of the NHS Long Term Plan and the broader UK government's digital health strategy. The NHS Long Term Plan emphasises a commitment to digitally enabled care, aiming for 75% of the population to have access to digitally supported care services by 2023. getUBetter directly contributes to this goal by providing evidence-based digital self-management support for common MSK conditions, which aligns with the plan's objective to reduce unnecessary attendances to healthcare services and mitigate the health economic impact of chronic pain.
The platform's focus on empowering patients to self-manage, reducing the burden on healthcare resources, and improving access to care is in direct harmony with the NHS's shift towards a more proactive, patient-centric, and digitally-enabled healthcare system.Furthermore, getUBetter's commitment to digital inclusion, as an NHS England digital exclusion pioneer and its alignment with the NHS Green Plan by minimising patient travel, demonstrate a broader commitment to the NHS's strategic goals beyond immediate clinical outcomes. NHS Digital's mandate to leverage data and technology to improve lives, support staff and drive research is directly supported by getUBetter's data analytics capabilities and proven impact on health utilisation.
Current and Planned Integrations with NHS Systems
getUBetter has already established significant integration points within the NHS ecosystem, and it is actively pursuing deeper interoperability. The platform is designed to be accessed via self-referral through GP practice websites or by prescription from clinical teams, including GPs, physiotherapists and occupational health services. Practices can integrate getUBetter rapidly, with setup of an AccuRX template and website page taking as little as 30 minutes.
The platform provides direct booking capabilities for local treatments and services, such as physiotherapy and wellbeing services (eg. physio self-referral, exercise opportunities, talking therapies). This functionality moves beyond passive information provision to actively facilitate patient navigation within the local health system, reducing administrative burden and improving access to appropriate next steps in care.
While getUBetter has stated a commitment to interoperability with electronic patient records (EHRs), a previous limitation was its lack of direct linkage to the NHS system and GP patient information. However, the company is actively addressing this. It is currently testing integration with EMIS patient records, with a target to go live by March, and plans to integrate with TPP (System One) later in the current year. This progress is critical, as EMIS and TPP System One are the two dominant primary care IT systems in the UK. The integration aims to send non-actionable information to patient records, such as app usage, reported improvement, or advice to seek urgent care, providing clinicians with a more holistic view of patient engagement and progress.
The transition of EMIS from its legacy EMIS Web platform to the cloud-native EMIS-X presents both a challenge and an opportunity. EMIS-X, with its internet-facing APIs and near real-time data synchronisation, will require digital health partners to re-evaluate and potentially redesign their integration approaches.
getUBetter's successful navigation of this transition will be crucial for maintaining and deepening its integration with primary care, which is a foundational element of NHS infrastructure. The complexity of EHR integration, involving detailed processes like Supplier Conformance Assessment List (SCAL) submission and witness testing, underscores the significant technical and regulatory expertise required, which getUBetter appears to be addressing.
Synergy with the NHS App's Evolution
The NHS App is undergoing a significant transformation to become the "complete digital front door to the NHS". This strategic overhaul, outlined in the government's 10 Year Health Plan (July 2025), aims to make managing healthcare as easy as online banking, fundamentally shifting access from analogue to digital. This presents an unparalleled opportunity for getUBetter to solidify its position as a core NHS healthcare technology infrastructure.
The revamped NHS App will feature capabilities such as:
Comprehensive Appointment Management: Patients will be able to book, move, and cancel all appointments directly on the app, eliminating the "8am scramble" for GP appointments.
AI-Powered Advice and Navigation: New tools like "My Companion" will provide direct access to trusted health information using AI, and "My NHS GP" will use AI to direct patients to the most appropriate and timely care.
Single Patient Record: By 2028, a single patient record will consolidate all medical history, accessible via the app.
Wearables Integration: A "My Health" tool will integrate real-time data from wearables and smart devices, offering tailored health advice.
Patient Choice and Transparency: A "My Choices" feature will provide data on providers (e.g., shortest waits, best outcomes, patient satisfaction), empowering patients to choose their care based on preferences.
getUBetter's existing capabilities and strategic direction align powerfully with these NHS App objectives. Its core offering of digital self-management for MSK conditions directly supports the NHS App's goal of empowering patients to manage their health. The platform's proven ability to reduce waiting lists (e.g., 50% of physio waiting list patients no longer needing appointments) makes it a prime candidate for deep integration with the NHS App's efforts to cut waiting times, a major government priority. If getUBetter's self-management pathways can be seamlessly accessed or even directly embedded within the NHS App, it could significantly enhance the app's utility for MSK patients, reducing the burden on overstretched services.
Furthermore, getUBetter's real-time data analytics dashboard and its focus on demonstrating "projected realisable benefits" and patient engagement insights positions it to contribute valuable outcome data to the NHS App's "My Choices" feature. This would allow getUBetter's proven efficacy in reducing appointments, prescriptions, and urgent care visits to be transparently displayed, further informing patient decisions and reinforcing its value within the national infrastructure. Its commitment to interoperability and explicit mention of NHS App integration indicates that getUBetter is already strategically positioned to capitalise on this transformative shift.
The platform's co-design approach with patients and clinicians, its robust regulatory compliance, and its focus on digital inclusion (eg. multi-language support, TTS) also align with the NHS App's broader vision of breaking down healthcare barriers and reducing inequalities. By becoming a deeply integrated component of the NHS App, getUBetter could leverage the app's massive user base and centralised access point to scale its impact across the entire UK population, truly realising its potential as a foundational NHS healthcare technology infrastructure.
7. Conclusions and Recommendations
getUBetter has established itself as a leading digital self-management platform for musculoskeletal and pelvic health conditions in the UK. Its strategic evolution to a B2B2C SaaS model, coupled with a deep co-design approach with NHS Integrated Care Systems, has enabled significant market penetration, currently supporting 40% of Englisg ICB's. The platform's rapid deployment framework and robust regulatory compliance, including CE marking, DTAC certification and a NICE recommendation for low back pain, underscore its operational maturity and clinical credibility.
The evidence base for getUBetter's efficacy is compelling. Independent evaluations demonstrate substantial reductions in healthcare utilisation, including significant decreases in GP appointments, physiotherapy referrals, medication prescriptions and urgent care attendances. These clinical benefits translate into a strong economic value proposition for the NHS, with a proven ROI of over 1:4 and potential annual savings of nearly £2 million per ICS for low back pain alone. The platform's positive impact on alleviating waiting list pressures is particularly noteworthy, directly addressing a critical national challenge. While patient and clinician feedback are largely positive, some user experience challenges related to app navigation and feature functionality have been identified, which warrant ongoing attention.
The future potential of getUBetter as a core NHS healthcare technology infrastructure is substantial, especially in synergy with the evolving NHS App. Its alignment with the NHS Long Term Plan's digital transformation agenda and its active pursuit of deeper integration with primary care systems (EMIS, TPP System One) are crucial enablers. The NHS App's transformation into a "digital front door" for healthcare provides an unprecedented opportunity for getUBetter to scale its reach and impact.
To fully realise this potential, the following recommendations are pertinent:
Prioritise Seamless NHS App Integration: Accelerate efforts to achieve deep, bidirectional integration with the NHS App. This should extend beyond basic linking to include seamless data flow for patient progress, symptom monitoring, and potentially feeding into the NHS App's AI-driven advice and "My Choices" features. This will ensure getUBetter is not just accessible via the NHS App, but an integral part of its core functionality.
Enhance User Experience and Engagement: Continuously invest in refining the app's user interface and experience, addressing specific feedback regarding navigation, loading times, and feature requests (eg. exercise logging, favouriting). A highly intuitive and frictionless user experience is paramount for sustained patient engagement and broader adoption, especially as the NHS App aims for universal accessibility.
Continue Robust Evidence Generation: Maintain and expand the scope of real-world evidence generation, building on the NIHR-funded study. This should include long-term outcome data across all conditions covered, further solidifying its cost-effectiveness and clinical impact for future NICE appraisals and broader commissioning decisions.
Leverage AI and Predictive Analytics: Explore opportunities to integrate more advanced AI and predictive analytics within getUBetter, potentially in collaboration with the NHS App's AI capabilities. This could enhance personalized care, improve risk stratification, and proactively identify patients who might benefit most from intervention or require escalation to traditional services.
Expand Scope Strategically: Continue strategic expansion into new, high-impact areas like chronic pain management and perioperative care, building on existing modules. This diversification, driven by co-design with NHS needs, will broaden its addressable market and reinforce its value as a comprehensive solution for ICSs.
By focusing on these strategic areas, getUBetter can solidify its position as an indispensable, integrated digital health infrastructure partner for the NHS, contributing significantly to improved patient outcomes, reduced healthcare burden, and a more efficient, digitally enabled health service.
Nelson Advisors > Healthcare Technology M&A
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