Unlock insights to truly serve the needs of patients, providers, and payers
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.
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.
Jobs to be Done Focuses on the Underlying Need
Unlike traditional methods that often concentrate on demographics and psychographics, Jobs to be Done digs deeper into the motivations that actually drive customer behavior, providing a clearer understanding of what truly matters to your customers.
Jobs to be Done Offers a More Accurate Understanding of Behavior
While traditional research often relies on averages and behaviors in isolation, Jobs to be Done focuses on specific purchase and usage events, allowing you to understand how your product or service fits into real-life customer contexts—capturing the nuance that other methods miss.
Jobs to be Done Uncovers Unmet Needs
Jobs to be Done excels at revealing latent, unmet needs—those that customers may not even be able to express directly. By focusing on the Jobs customers are trying to accomplish, Jobs to be Done helps companies identify areas where they can uniquely deliver value and solve problems in new ways.
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.
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