Mobile Integrity recently launched an exciting new partnership with the team at Brandwidth Global to focus on enabling deeper connected healthcare experiences for users across the value chain. We have come together as Healthy Context, LLC.
With today's lower barriers to entry with many new enabling technologies and rapid innovation cycles, how does one differentiate a new product or service offering? Well, your competitors are likely reading the same research reports, getting similar feedback from customers on pains/gains, conforming to the same regulatory/compliance requirements, reviewing industry best practices for design, and trying to use as much "out of the box" capabilities when deploying new platforms.
Within the Digital Health realm, successful new offerings must address user adoption, retention and efficacy. User experience is key to all three. Two functionally equivalent offerings can yield very different experiences for patients and clinicians. Most marketers do not have the skill to fully capture and understand user needs that may be layered deep within innate human behavior. Getting users Hooked on your new product/service may require this deeper level of user understanding. Ensuring a meaningful Connected Health experience surrounding a new therapy, chronic disease management program or new model of care delivery will likely require more radical vs. incremental innovation.
Probing deep into user behavior requires different skill sets from varying social sciences. Once these deeper human insights are uncovered, they are instrumental to help prioritize product and service roadmaps. Too often we are over-engineering solutions and must make hard choices for the right feature set to drive the user experience. Thus the growth in the concept of an MVP (minimum viable product). User experience design can be very opinionated. Bringing patients into a staged "cleanroom" setting to observe and define needs may miss key user actions and conversations within their native environments. Harnessing cognitive science, behavioral psychology, cultural understandings and linguistics can uncover unique user needs with science based rationale to drive experiences and innovation roadmaps.
Healthy Context fuses together the deep human interpretation expertise of Brandwidth Global and the Connected Health technology innovation practice at Mobile Integrity. Over the years, Brandwidth Global has been breaking new ground uncovering game-changing user insights that has fueled a range of new successes within the pharmaceutical industry. Mobile Integrity has been at the forefront of helping define and launch new Connected Health innovation for medical device manufacturers and healthcare providers. Collectively, we now have the capability to raise the bar on expectations for new Digital Health offerings, adoption models and harvest the many benefits of deeply engaging experiences on the pathway towards chronic disease management and rehabilitation.
Stay tuned for more info coming on Healthy Context!
Leave a Reply.