Case Study

Patient Journey Product Strategy Assessment


An industry-leading provider of scientific, technical and medical information products was interested in delivering an entirely new patient engagement experience through an innovative product offering.  This offering was designed to enable Health Care Professionals and their patients to view and exchange information throughout each phase of the patient’s care journey.  The client was seeking to understand which patient populations and disease areas would benefit most from this new product offering and the proper process to integrate multiple content formats (e.g., text and video) into a single, customized experience.


Through a detailed “voice of the customer” exercise including interviews with 40+ Vynamic healthcare network contacts and secondary market research, Vynamic identified target customers, validated customer priorities and detailed key elements of future product design.  In addition, Vynamic assessed existing client assets and technology to uncover opportunities and challenges to bring the new offering to market.


Following the interviews and assessment work, Vynamic rapidly delivered a proposed product value proposition, target customer segments, and product use cases for the new patient engagement product offering.

Some specific results achieved include:

  • A prioritized set of key customer segments for an initial product offering
  • Potential customer sales targets and pilot partners identified
  • A patient engagement product roadmap outlining the key activities required to quickly start product development efforts