Driving Patient-Centric Innovation
The healthcare and life sciences industry—collectively referred to as "healthcare"—is constantly innovating to stay ahead in an evolving, highly regulated landscape. From new therapies and digital health solutions to shifting care models and payment structures, innovation is essential but often challenging.
 
New drugs, devices, and IT solutions frequently struggle to integrate seamlessly into patients' and institutions' existing workflows. This disconnect can lead to inefficiencies, erode trust, and result in missed market opportunities.
 
To succeed in this dynamic environment, companies must understand what drives decision-making across diverse healthcare stakeholders. They need to think cross-functionally about how solutions can gain traction and create real impact. Whether you're evaluating new offerings, entering new markets, launching products, or transforming your business model, we help you navigate complexity with strategies designed for today's healthcare realities—not just a rehash of the old playbook.

Why Do Up to 80% of Healthcare Innovations Fail?
Despite significant investment, most healthcare innovations fall short of expectations. Many solutions fail to gain adoption, deliver impact, or achieve commercial success. This is often because innovation is driven by two incomplete approaches:

• Company-Centric Thinking: Organizations focus on what products or solutions they want to bring to market, rather than what truly fits into the ecosystem.

• Direct Stakeholder Requests: Simply asking patients, providers, or payers what they want often leads to surface-level insights that don’t address underlying needs.​
As Peter Drucker famously observed, 

The customer rarely buys what the company thinks it is selling
Patients, providers, and payers view healthcare through different lenses than the organizations creating solutions. Patients know the outcomes they want—better health, faster recovery, greater convenience—but not necessarily the best path to get there. Clinicians, hospitals, and insurers, meanwhile, face their own constraints and pressures that may not align with supplier-driven innovations.
 
The result? Many new healthcare products and services fail to meet expectations—whether it's a breakthrough therapy, a diagnostic tool, or a digital health platform. True game-changers are even rarer, with only a small fraction of innovations meaningfully reshaping care delivery, market dynamics, or company growth.
 
To succeed, healthcare innovation must bridge these gaps—grounded in a deep understanding of stakeholders, workflows, and the real-world challenges of adoption.

Our Approach to Healthcare and Life Science Consulting

​Successful healthcare innovation requires more than great ideas—it demands a strategic, evidence-based approach to ensure adoption, impact, and long-term success. We work closely with clients to transform concepts into actionable plans, guiding them from early development through market launch. Whether tackling cost pressures, integrating disruptive technologies, or refining care models, our work delivers measurable improvements in medical outcomes, service experience, operational efficiency, and competitive advantage in an evolving healthcare landscape.

Harnessing Customer Motivations with Jobs to be Done

​Too often, healthcare innovation focuses on what people are doing today rather than understanding why they do it. Jobs to be Done is a proven methodology that uncovers the deeper motivations driving patient, provider, and stakeholder decisions. By focusing on their desired outcomes—whether clinical, operational, financial, or personal—we identify new opportunities for innovation that align with real-world needs.
Explore our Jobs to be Done Approach or dive deeper with our  Healthcare Jobs to be Done Working Paper

Enabling Disruptive Innovation

​Disruptive innovation in healthcare isn’t about incremental improvements—it’s about challenging long-held assumptions to create transformative solutions. By combining deep healthcare expertise with market-driven research and cross-functional thinking, we help organizations uncover critical gaps, develop breakthrough innovations, and reshape care delivery. This approach accelerates adoption, improves outcomes, and creates a sustained competitive advantage.
Learn how to launch a disruptive innovation in healthcare

Beyond Patient-Centricity: Building an Ecosystem-Centric Strategy

​While patient-centricity is crucial, true success in healthcare requires serving the entire ecosystem—including physicians, allied health professionals, administrators, payers, IT partners, and more. Winning solutions don’t just benefit patients; they fit seamlessly into the broader healthcare system, making adoption easier and impact greater.
 
To drive demand, ensure successful outcomes, and create meaningful competitive differentiation, we take a holistic approach, mapping each stakeholder’s journey—not just their interaction with a product, but what happens before and after. These insights uncover overlooked opportunities that can determine whether an innovation thrives or gets lost in the noise.
Discover how an ecosystem-centric approach drives better healthcare solutions

Why Trust Us?

​With experience spanning 120+ healthcare projects, we understand the unique challenges of pharmaceutical companies, device manufacturers, healthcare providers, and payers. Our healthcare and life sciences consulting approach applies proven innovation methodologies, adapted to the industry’s strict constraints, to accelerate impactful results.
 
Our expertise is built on deep collaboration with the late Harvard Business School Professor Clayton Christensen, the pioneer of disruptive innovation and Jobs to be Done. Combining rigorous analytics, strategic foresight, and in-depth market research, we identify high-value opportunities that drive real-world impact.
 
Beyond just patient-centricity, we take an ecosystem-centric approach, ensuring solutions align with the needs of clinicians, administrators, payers, and other stakeholders. By respecting clinical realities and market dynamics, we help organizations develop practical, forward-thinking strategies that solve complex healthcare challenges and drive meaningful change.

Explore Our Client Impact in Healthcare & Life Sciences

Boehringer Ingelheim

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How a leading European pharma company enabled its embrace of digital health
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Boston Scientific

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Launching a cutting-edge diagnostic tool for heart failure

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Roche

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How a medtech giant adapted its sales model to its evolving product portfolio
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FEATURED MINIBOOK

How to design and sell a 360 degree solution in healthcare and life sciences

Remote patient monitoring has finally gone mainstream. After more than two decades of cultivation – from cardiac telemetry to Bluetooth-enabled blood pressure cuffs and now to wearable devices – the technological progress of remote patient monitoring (RPM) has finally intersected with other trends in medicine such as telehealth to make this a normal, everyday practice. Will it remain that way? If it does, what will the impacts be?
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"New Markets Advisors really understands healthcare transformation, and the team is both rigorous and imaginative in figuring out its business implications."
- Nicole Wahl, Marketing Director, Growth Franchise, Boston Scientific
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