A new healthcare product for SMEsBy Bethan Cooke
Within a competitive market, a healthcare provider had ambitions to extend its presence by focusing on the emerging SME market. They had identified an opportunity to develop a new healthcare product, distributed in the UK through commercial brokers, and brought in BVA BDRC to evaluate its appeal.
BVA BDRC conducted a two stage programme of research:
- Exploratory qualitative assessment: 4 x 2.5 hour interactive task-based workshop sessions with SMEs
- Quantitative research to evaluate the appeal and potential take-up of the proposition: 215 x 20 minute online interviews with SMEs
Conclusions centred on the size of the opportunity, how the product should be positioned and which elements should be included or excluded from the product.
As a result of the research, the client has taken strategic decisions about the proposition, aided by BVA BDRC moderating a one-day workshop with internal stakeholders for the final product to be discussed and finalised.
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