In 2018, the WHO identified personalized medicine as a key healthcare challenge, highlighting a shift towards business models focused on digital services such as telemedicine and mobile healthcare apps. Businesses play a crucial role in this transition by launching digital health services in the process of Sustainable Business Model Innovation (SBMI), transforming or creating entirely new business models addressing health-related issues. For successful implementation of SBMI in digital health services, companies intensely interact with their consumers who are integral participants in the co-creation of health-related social value. However, in the process of such value co-creation, companies encounter tensions between prioritizing economic and social value. This study aims to understand how digital health companies navigate these tensions while co-creating value with consumers in the implementation of SBMI. The research explores mechanisms for navigating tensions in value co-creation with consumers to successfully realize SBMI for digital healthcare. The study’s findings are expected to advance intervention-led innovations in digital healthcare, contributing to public health in alignment with UN Sustainable Development Goals #3 and #17.