Aglobal leader in medical gases had developed a cutting-edge device for monitoring COPD — a chronic respiratory condition affecting millions. But when the team approached doctors, hospitals, and key opinion leaders (KOLs) for validation, the response was clear: the device, as it stood, lacked compelling value. Without a strong use case, adoption seemed unlikely.
Our Approach
Rather than trying to force-fit a product-market match, we took a step back. Using design thinking principles, we immersed ourselves in the world of frontline healthcare providers. We discovered a critical gap: what clinicians needed wasn’t just raw data—it was actionable insight and support in managing COPD patients.
We reimagined the device not as a standalone gadget, but as part of an integrated service ecosystem. The result? A « wrapper layer » of services that included patient management tools, real-time dashboards, and care coordination support. This reframed the device as a clinical enabler, not just a monitor.
The Result
The transformation was night and day. Initial feedback had been lukewarm—after our intervention, it turned enthusiastic. Doctors were impressed. Hospitals asked to pilot the solution. KOLs saw the long-term potential.
Thanks to a strategic rethink, the client went from facing market resistance to launching a game-changing solution that truly resonates with users.