Client description: Leading organization providing assessment and learning tools for healthcare professionals

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Healthcare

Services applied:Market opportunity study, Competitive intelligence, Concept testing

Business challenge: The client had long served the undergraduate medical education market with a portfolio of assessment and learning solutions. As part of its strategic evolution, they aimed to diversify into new healthcare markets to strengthen long-term financial sustainability and expand the reach of its platforms and products.

One priority opportunity was hospital and health system organizations, particularly in areas related to improving patient experience. The client needed to understand how hospitals use education, assessment, and measurement tools to support clinician communication and improve the patient experience, with a specific focus on physician-patient and nurse-patient communication.

Methodologies: Extensive desk research was conducted to map market trends, education, assessment and measurement frameworks and solution providers in the patient experience and clinical communication ecosystem. To complement this secondary research, we conducted nine qualitative interviews with patient experience improvement leaders at hospital systems and vendors providing patient experience solutions, gathering insights on current education and technology approaches.

The result: The research provided a qualitative assessment of the market opportunity within hospital systems, highlighting how communication training and assessment tools are being used to improve patient outcomes and experience and HCAPS scores. These insights enabled the client to evaluate the attractiveness of the hospital systems market and define strategic options for market entry, including potential partnerships, product positioning, and priority segments for initial engagement.