We have dealt with a similar problem in our business. And this is a problem most online services/ e-commerce companies deal with. To give you some context we were in the business of aggregating tier 2 (Not national brands) retail chains to provide a precision marketing platform for FMCG brands.
What we did was to answer the following questions...
a. Who is our primary customer? Who are we adding value for? Who will really want to pay for our services.
Specifically for Caretomanage the focus could be the end patient in which case your business model would
be QoS driven, "value to the aged" driven- clearly B2C.
Or you could be an aggregator for Health care organizations (a marketplace) enabling patients and care
givers to connect through the health care orgs.
In each case the value proposition, business model and investments are very different.
b. While our service would have multiple touch points (brands, retail chains, consumer) what does our org DNA aligned the best with
Whose problem are you really passionate about solving - the aged, the healthcare org or the neighborhood
care giver? An important question to answer I think becuae this will drive internal alignment with your external
c. Can we have multiple focus?
As a startup the clear answer was no we could not as it meant increased costs and divided leadership focus.
If I were you I would pick up a single focus that is best aligned with what the team is passionate about
addressing and build the entire company around that passion and focus.
Hope this helps.