Stop Building Healthcare Products for Problems Nobody Has

Hi, Kevin McDonnell here. I share an article exploring the future of healthcare every week. Don't forget to follow me or my page for more insights every day.

The allure of the "next big thing" can be irresistible in the healthcare industry. We're bombarded with headlines touting revolutionary AI-powered diagnostics, blockchain-secured medical records, and the latest virtual reality therapy experiences. But amidst this whirlwind of technological advancements, a crucial question often gets lost - are we solving the right problems?

At Datalla, we believe that great innovation hinges on a deep understanding of the needs and challenges faced by healthcare professionals (HCPs) and patients. While the latest tech trends are exciting, building solutions based solely on what's "cutting-edge" can lead to clunky, irrelevant products and, ultimately, a drain on already-stretched resources.

Here's the reality: HCPs and patients grapple with very real, often mundane problems. An overabundance of data that lacks clear insights, fragmented workflows that impede care coordination, and limited time to engage with patients are the issues that keep HCPs up at night. Wouldn't it be more impactful to develop solutions seamlessly integrating into existing workflows, saving valuable time and frustration while improving patient outcomes?

This isn't to say that cutting-edge technologies don't have a role to play. However, their application should be driven by a thorough understanding of the healthcare ecosystem's needs. Imagine pouring millions of dollars into developing a revolutionary AI-powered diagnostics tool, only to discover that HCPs are already drowning in a sea of data analysis platforms, struggling to glean actionable insights from the sheer volume of information at their fingertips.

Market research isn't a box-ticking exercise. It's the foundation for creating solutions that resonate with those who will ultimately use them. By conducting in-depth market research, we can:

• Identify genuine pain points - Through interviews, surveys, and focus groups with HCPs and patients, we can pinpoint the specific challenges that are hindering the delivery of quality care. Are HCPs struggling with information overload? Do patients need clarification on the healthcare process? Are there disparities in access to care for specific demographics? Understanding these pain points allows us to focus our innovation efforts on areas that will have a tangible impact.
• Uncover unmet needs - Innovation doesn't always have to be flashy. Sometimes, the most impactful solutions are the ones that address a simple yet persistent need that hasn't been adequately addressed by existing solutions. Market research can help us uncover these hidden opportunities. For instance, a study by the American Medical Association (AMA) in 2022 found that a significant number of physicians struggle with managing the administrative burden associated with prior authorisation processes for medications. This could present an opportunity to develop a user-friendly platform that streamlines the prior authorisation process, saving doctors valuable time and reducing frustration.
• Develop solutions with user adoption in mind - By involving HCPs and patients in the development process, we can ensure that our solutions are effective and user-friendly. This includes considering factors such as workflow integration, ease of use, and compatibility with existing IT infrastructure. Usability testing with real users can help identify potential pain points and ensure the final product is intuitive and efficient.

Investing in deep market research isn't just about developing better products but building trust. When HCPs see that we understand their daily struggles and are committed to developing solutions that address their specific needs, they're more likely to embrace our innovations. This fosters a collaborative environment where innovators and healthcare professionals work together to improve the quality of care.

Here at Datalla, we've witnessed the power of market research firsthand. For example, when working with a large HealthTech company, we initially evaluated a platform for automating patient intake forms. While the technology was impressive, our market research revealed that the real challenge wasn't data collection but streamlining the process of reviewing and integrating the collected data into existing patient records. By shifting our focus and addressing these concerns, we supported our client in developing a solution that addressed the actual pain point – data integration. The resulting solution significantly improved workflow efficiency and patient satisfaction.

The Broader Ecosystem, Beyond Immediate Needs 

While focusing on immediate pain points is crucial, effective market research should also consider the broader healthcare ecosystem and its future trajectory. Industry trends, regulatory changes, and demographic shifts can all contribute to the evolution of healthcare needs. By staying attuned to these trends, we can develop solutions that are relevant today and future-proofed for tomorrow's challenges.

Here are some key areas to consider when conducting market research with an eye towards the future:

• Industry Trends - The healthcare industry is constantly evolving. New technologies are emerging. AI is being implemented for diagnosis, administration and automation, and apps are helping patients manage their own care. Understanding these trends allows us to anticipate future needs and develop solutions that can adapt and scale alongside the changing healthcare environment (funding permitting and desire to change, of course). For example, the rise of telehealth has highlighted the need for secure and user-friendly virtual care platforms. By understanding this trend, we can develop solutions that not only meet the current demand for telehealth services but also have the potential to evolve and cater to the future growth of this sector.
• Regulatory Changes - The regulatory situation surrounding healthcare is complex and ever-changing. New regulations can impact everything from data privacy to the approval process for new drugs and devices. Just take the EU AI Act, which is set to significantly impact AI use in healthcare. By factoring in potential regulatory changes during the market research phase, we can ensure that our solutions comply with and meet the evolving regulatory requirements. 
• Demographic Shifts - The global population is ageing, and chronic diseases are rising. These demographic shifts will undoubtedly place new demands on healthcare systems. Market research that considers these trends can help us develop solutions that address the specific needs of ageing populations and those living with chronic conditions. This could include developing remote patient monitoring tools, designing user-friendly educational resources for patients, or creating AI-powered chatbots that can provide basic medical advice and appointment scheduling assistance.

Building a Sustainable Future for Healthcare

By prioritising deep market research and focusing on solving the real-world problems faced by HCPs and patients, we can usher in a new era of sustainable innovation in healthcare. This approach leads to the development of more effective and user-friendly solutions and fosters trust and collaboration between innovators and the healthcare community.

At Datalla, we are committed to assisting our clients to conduct market research beyond the surface level. We delve into the complexities of the healthcare ecosystem, understanding the lived experiences of HCPs and patients and anticipating future trends. This comprehensive approach allows us to help our clients develop solutions that are not just flashy or trendy but truly impactful and designed to make a lasting difference in those who rely on healthcare systems.

By prioritising human-centred design and focusing on solutions that address genuine needs, we can move beyond the age of innovation for innovation's sake and build a sustainable future for healthcare – a future where technology empowers HCPs to deliver exceptional care and patients experience a healthcare system that is efficient, accessible, and responsive to their individual needs.