This is where innovation to access the market starts. Whether it’s marketing or product development, the process begins when outlining the right customer segment. A deep understanding of the customer journey and their ailments allows us to know their needs. Only then we start thinking about the service to be marketed.
You might storyboard a hospital experience, or map out the highs and lows of patient journeys. Whichever the approach, there will always be a need of interviewing the end-customer, determining their pains, high points, and a service’s jobs to be done.
In our journey as innovators within healthcare ecosystems, we’ve made an observation; companies are eager to get approval from their key opinion leaders, who are typically early adopters. But, what does this mean?
There’s no reason to neglect what lies on each end of the market. This means paying close attention to doctors (although they won’t be your most excited customers), and simultaneously focusing on direct contact with patients and their needs.
Gathering these insights, and turning them into patient personas will ultimately allow you to understand the right health market segment according to your problem space. Better yet, you’ll also find out when they need you the most.
