Determining Demand for New Digital Healthcare Solutions

Determining Demand for New Digital Healthcare Solutions

Challenge

A major healthcare insurance provider needed to validate the direction of a new digital solution and understand its market potential among clients, customers and brokers/consultants.

Approach

M/A/R/C®’s conducted an in-depth qualitative phase, followed by a quantitative ASSESSOR® Evaluation. 

Exploratory Qualitative

  • One-on-one interviews among clients, brokers/consultants and customers
  • Obtained in-depth insights and reactions about the new digital solution
  • Evaluated specific features of the solution, highlighting preferred elements, reviewed pricing, and discussed overall likes and dislikes of the concept.

Demand Estimation – Quantitative

  • 1,150 online surveys among client, brokers/consultants and customers.
  • Used M/A/R/C®’s ASSESSOR® methodology to quantify motivation to adopt the technology
  • Identified drivers of demand and barriers to adoption
  • Conducted choice-based pricing research

Outcome

  • Expected adoption of the new digital solution was strong among clients and brokers.  Engagement with customers posed a challenge.
  • Product features were clearly understood and where needed optimized.
  • Clients and brokers noted the platform would address a variety of important needs.
  • A digital solution was rolled out for two important programs.