There are many players in the healthcare ecosystem: payers, providers, healthcare technology companies, pharmaceutical companies, non-profits, and government. Each organization plays its part, addressing certain needs. Each have their own objectives, value propositions and methods of making money. Despite unique and sometimes conflicting goals, they all have a shared objective: to care for the patient and to improve their outcomes. However, the way that data and money flow through this system has created pathways that are hard to adjust. Some of the organizations work together and have built bridges, while others have not yet been able to do so. The healthcare industry spends a lot of time fixing the problems that it has created itself and struggles to move past that to addressing the true needs of the patient in a comprehensive and organized fashion.
When working with clients, Mad*Pow’s research focuses on understanding the target audience and what they need to ensure that the new solution we create will deliver value for them AND deliver upon the client’s specific objectives. During that process, we discover outlying facts, gaps, frustrations, desires–representing unmet needs. However, the organizations we are working with may not be in a position to deliver upon these needs, so often they are not considered in the solution. In this presentation, we will discuss the unmet needs of a specific patient population, how we discovered them, and how this can lead to a deeper understanding of the healthcare ecosystem and opportunity for the organizations within it to truly improve patient experiences.