The healthcare industry has unique transportation needs, both domestically and internationally. Many existing solutions are tailored for global enterprises, yet the market is saturated with small and medium businesses who need similar services, just on a smaller scale.
Our client – a global transportation provider – lacks a deep understanding of these small and medium business needs. To that end, the business team wants to understand the level of healthcare transportation support these businesses desire/require and how that varies across key sub-segments (medical devices, pharmaceuticals, etc.).
We collaborated with healthcare shipping decision makers within these smaller businesses to dig deeply into their passions, frustrations, and experiences, understanding both functional and emotional connections. Immersion interviews and group sessions were conducted. Storytelling and advanced projective techniques were used extensively.
Throughout this process, we explored the healthcare industry as a whole and identified similarities and differences across sub-segments. We were also able to understand the competitive context, including white glove providers who focus solely on the healthcare delivery experience in addition to the effort required for our client to persuade a healthcare shipper to break these types of relationships.
Ultimately, we identified the foundational healthcare offering (and potential variations) that must be in place to compete for small and medium businesses in this space, including targeted value propositions that speak directly to specialized sub-segments and their needs. New ideas were captured and noted for deeper exploration and business case development.