WORKING PAPER

Drive Patient Centricity with Jobs to be Done

Discover how the Jobs to be Done approach can help healthcare organizations achieve patient centricity by understanding the real outcomes patients, providers, and stakeholders are trying to accomplish

Reveal the functional and emotional needs that shape patient choices, care experiences, and engagement

Identify unmet needs across patients, providers, payers, and caregivers to uncover opportunities for better healthcare innovation

Build more patient-centered products, services, and care models by aligning strategy around the outcomes that matter most

OVERVIEW

How is JTBD different from other research methods?

Traditional market research frameworks often fall short when it comes to revealing the underlying motivations that drive customer behavior, especially in complex industries like healthcare. But JTBD is different.

Done right, what makes JTBD unique is that it doesn't rely on customers articulating their needs precisely, measuring them, or framing everything solely in the context of functional Jobs. Instead, effective deployment of Jobs offers a highly rigorous approach for understanding customer behavior, defining opportunities, identifying adoption obstacles for new solutions, and evaluating the full competitive landscape.

Key differentiators:

Jobs to be Done focuses on the underlying need: It explores the fundamental motivations driving stakeholder behavior and decisions in healthcare
Jobs to be Done provides a clearer understanding: It focuses on specific purchase and usage events, allowing companies' offerings to integrate into real-world workflows and patient lives
Jobs to be Done uncovers unmet needs: It helps healthcare organizations identify unmet and latent needs that customers may struggle to express when asked directly

Step 1: Identify the goals customers aim to achieve when using your solution

Step 2: Assess how customers are engaging with existing solutions and identify any pain points they experience

Step 3: Determine how customers define a product's success and what obstacles prevent it from fulfilling their criteria

Step 4: Assess the competitive landscape and your unique opportunities to craete value for the customer

Step 1: Identify the goals customers aim to achieve when using your solution

Start by uncovering the range of Jobs customers are trying to get done and embed them in an in-depth analysis of the factors that affect how customers make decisions. Jobs can be functional or emotional in nature, so it's always critical to consider both sides of the coin.

In addition to cataloging people's different Jobs, we also need to examine the factors that make them more or less important for particular types of customers, which we call Job Drivers.

These contexts are composed of ABC:

Attitudes: personality traits
Backgrounds: longer-term contexts
Circumstances: short-term occasions or use cases.

Together, Jobs and Job Drivers yield customer segments—groups of customers who will buy and behave in similar ways.

While customers may look to satisfy a number of Jobs, some Jobs will hold more importance than others. Higher-level Jobs—what we call North Star Jobs—cascade into more granular sub-Jobs. By using hierarchies to define the broader North Star Jobs, we can then outline more specific sub-Jobs, creating a clear view of how Jobs interrelate with one another.

North Star Job: Feel confident that my care is tailored to my needs

Sub-Jobs:

Trust that my doctors will take the time to understand me and my health concerns
Access doctors that work together like a team
Be assured that my doctors have the skills necessary to provide top-notch care

Step 1: Identify the goals customers aim to achieve when using your solution

Step 2: Assess how customers are engaging with existing solutions and identify any pain points they experience

Step 3: Determine how customers define a product's success and what obstacles prevent it from fulfilling their criteria

Step 4: Assess the competitive landscape and your unique opportunities to craete value for the customer

Step 1: Identify the goals customers aim to achieve when using your solution

In addition to cataloging people's different Jobs, we also need to examine the factors that make them more or less important for particular types of customers, which we call Job Drivers.

These contexts are composed of ABC:

Attitudes: personality traits
Backgrounds: longer-term contexts
Circumstances: short-term occasions or use cases.

Together, Jobs and Job Drivers yield customer segments—groups of customers who will buy and behave in similar ways.

North Star Job: Feel confident that my care is tailored to my needs

Sub-Jobs:

Trust that my doctors will take the time to understand me and my health concerns
Access doctors that work together like a team
Be assured that my doctors have the skills necessary to provide top-notch care

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Want to go deeper right now?

Our firm can help your organization uncover your customers' Jobs to be Done and turn that into a strategy. Explore our Jobs to be Done Research service page for more examples applied to Healthcare and Life Sciences