Health Care Product Innovation

Project Overview

A 2021 global product innovation project for a leading international health care company with a project team based in Europe, North America and Latin America.  The challenge was to develop and identify compelling product concepts for a fast growing OTC and prescription driven category.  The project team wanted new ideas and fresh thinking, inspired by new insights and category trends. 

The team were looking for new products and technologies that would strengthen existing brands, and that could also be used to launch new brands into adjacent categories. The team came to Ideas First® because they wanted fresh thinking and an approach driven by patient insights and new category trends.  They also wanted to use Zip-Zap Ideas® for more agile innovation.

Our Approach

The project was run in two distinct phases.  In phase one, from June to July, our team of Insight Agents and Trend Scouts gathered over 200 early insights and trends from a variety of sources.  This included revisiting "old market research" with fresh eyes, gathering insights from social media listening, and gathering deeper insights from a series of online interviews with target patients.  All early insights were gathered and shared using our online Zip-Zap platform.  Around 80 "leading insights" were grouped into different themes and refined by our team of Copy Editors.  Leading insights were then evaluated by their wider project team to assess their "innovation potential".

In phase two, from August to September, leading "WINsights" from phase 1 were used to inspire fresh thinking and new ideas.  This work was led by our global network of Creative Agents.  The project team also had a chance to engage in the process by attending two virtual brainstorming workshops.  This work produced around 130 "early ideas" covering different themes and insights. A final list of 60 "mini-concepts" were then refined by our Copy Editors prior to wider evaluation with the project team and with 200 target patients in the USA.  All ideas were captured, refined and evaluated using Zip-Zap Ideas®. 

Results

The project generated over 300 "early insights and concepts" that were all captured using Zip-Zap Ideas®. A total of 60 ideas were developed into "mini-concepts" for wider evaluation.  From the online testing, 16 ideas had "strong potential" and were "significantly appealing" against the benchmark concept based on a 90% confidence level.  In further BASES testing in December 2021, 32 concepts were identified as “winners” and are now being used to drive the company’s 10 year product pipeline for this category. 

"Really pleased we took the time to identify and focus on key insights. Delighted with final outcomes. We now have the foundation of a much stronger product pipeline. Love the agile approach and the Zip-Zap Ideas® platform." Global Brand Director

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