An early stage technology company wanted to arrive at a high-impact beachhead use-case and go-to-market strategy for their connected nebulizer. They also wanted to develop patient and provider facing digital tools to accompany the connected nebulizer
- Develop a business strategy for early adoption of current product offering
- Develop a product strategy for a Minimum Viable Product (MVP) of the patient and provider facing digital tools.
Identified a high-value clinical need and a differentiated value proposition for the client’s technology: We evaluated current clinical uses of nebulizers, conducted interviews with patients, providers, and other experts, and screened the market for relevant clinical areas using technical and economic filters to define high-value unmet needs. We used our proprietary prioritization framework to arrive at a beachhead use case with differentiated value proposition for patients, providers and health systems.
Developed a go-to-market strategy for the beachhead use case: We defined two key customer segments and value propositions and developed a reimbursement strategy for both segments. We then evaluated potential routes to market from a value and time to market lens. Our go-to-market strategy also included strategies for clinical validation, increasing visibility and credibility, and potential pricing structure
MVP design and development: We led the product design for a patient facing mobile application and a provider-facing dashboard using principles of human-centered design. In-depth user research was conducted to define a detailed feature list and wireframes. We worked in a Product Owner capacity with the client’s software development vendor to oversee product development and ensured its compliance with the business strategy