case study: evaluating a tele-health technology platform

USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 BACKGROUND CHALLENGE IMPACT The Client is a Fortune 100 company with a large healthcare IT solution division. Heavily involved in telemedicine applications, the Client’s health corporate R&D group had developed a multi-media communication platform (MMCP) technology that was initially used in specific telemedicine pilot projects. The healthcare IT division decided to “spin-off” the MMCP project into an intrapreneurial business unit and to create a new profit center. The Client wanted to explore and better understand the telehealth market opportunity for this MMCP technology to best support the business planning process; As part of construct- ing the plan, there was a need to build a list of potential clients. SOLUTION The Marketech Group (TMTG) confuducted In-Depth Interviews (IDIs) with executives at disease management companies, health systems, provider groups, home care organiza- tions and health insurance companies. Subsequently, two surveys were conducted to test the resulting marketing mix hypothesis in two different market segments. The information provided to the Client was instrumental in the creation of the business plan, the definition of the product, and the optimal marketing mix. In addition, key partner- ing contacts were provided leading to key business alliances. This business unit was later merged with the main health IT division to reinforce the e-health/Telehealth offering. EUROPE / FRANCE 3 rue Emile Péhant 44000 Nantes France Tel: +33 (0)2 72 01 00 80 www.themarketechgroup.com MARKET METHODOLOGY MIX South America Europe Qualitative Research Strategic Consulting Quantitative Asia PROFILE CLIENT TYPE PROJECT CATEGORY PRODUCT CREATION LAUNCH PREPARATION Medical Device Medical Imaging Medical Diagnostics Medical IT/eHealth Biotechnologies Pharmaceuticals Technology Assessment Opportunity Analysis Customer and Product Requirements Product Concept Testing Segmentation Analysis Brand Positioning Packaging and Materials Testing Go to Market Planning Pricing PRODUCT MONITORING Customer Satisfaction and Loyalty Post Launch Acceptance MARKET RESEARCH AND PLANNING Custom Market Analysis Market Mix Analysis Evaluating a Tele-Health Technology Platform TECHNOLOGY GO / NO GO North America

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Page 1: Case Study: Evaluating a Tele-Health Technology Platform

USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400

BACKGROUND

CHALLENGE

IMPACT

The Client is a Fortune 100 company with a large healthcare IT solution division. Heavily involved in telemedicine applications, the Client’s health corporate R&D group had developed a multi-media communication platform (MMCP) technology that was initially used in specific telemedicine pilot projects. The healthcare IT division decided to “spin-off” the MMCP project into an intrapreneurial business unit and to create a new profit center.

The Client wanted to explore and better understand the telehealth market opportunity for this MMCP technology to best support the business planning process; As part of construct-ing the plan, there was a need to build a list of potential clients.

SOLUTIONThe Marketech Group (TMTG) confuducted In-Depth Interviews (IDIs) with executives at disease management companies, health systems, provider groups, home care organiza-tions and health insurance companies. Subsequently, two surveys were conducted to test the resulting marketing mix hypothesis in two different market segments.

The information provided to the Client was instrumental in the creation of the business plan, the definition of the product, and the optimal marketing mix. In addition, key partner-ing contacts were provided leading to key business alliances. This business unit was later merged with the main health IT division to reinforce the e-health/Telehealth offering.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

South AmericaEurope

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORY

PRODUCT CREATION