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®. 


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

More Case Studies

Depositphotos 214914556 Xl 2015 Copy

Creativity and Innovation Training

We have run 8 Hothouse™ Champions courses in Asia, Europe and Latin America for a leading international company.  The challenge was to provide individuals with a creative facilitation toolkit that they can deploy with their own innovation teams, to encourage more creative out-of-the-box thinking.

Depositphotos 10169829 L 2015

Personal Care Claims Innovation

Developing winning claims can step-change the appeal and perception of a brand or product.  This is an example of how we ran three claims innovation projects for global FMCG company, with each project being run over a period of 10-14 weeks using our Zip-Zap Ideas® approach.

Depositphotos 25293855 S

Health Care Product Innovation

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.

Consumer Electronics.jpg

Mobile Phone Retail Innovation

Developing and identifying winning retail activation ideas for a leading electronics brand, that engaged a global innovation team of 112 delegates in 22 countries world-wide, with cross-cultural workshops and virtual ideation sessions.

Depositphotos 91424032 Xl 2015

Innovation for Home Care Appliances

A virtual innovation project for a global home care appliances brand, to quickly identify winning product concepts and claims. Supported by our team of Creative Agents and Zip-Zap Ideas®, final concepts were refined and tested with target consumers in Germany, Mexico and the USA.

Depositphotos 107071194 L 2015

Fast Concept Testing in Fashion

How we used Zip-Zap Ideas® with a global fashion shoe brand to develop, refine and test new shoe designs that have greatest consumer appeal. The work involved 4 different projects over a period of 9 months, to refine and test over 150 different concepts with more than 3,000 consumers in key global markets.

IMG 4932

Soft Drinks Consumer Co-Creation

How we used a team of 15 Creative-Thinking consumers to develop new ideas and concepts for a large European drinks brand. All concepts were captured and refined using Zip-Zap Ideas® before wider online evaluation with 200 target consumers, to identify leading concepts with the greatest potential.

Depositphotos 158361602 S 2019

Global Eye Care Innovation

A concept development project run over 8 weeks using Zip-Zap Ideas®. The online project engaged a global innovation team of over 60 delegates in 10 markets, who worked in small break-out teams to evaluate, refine and identify winning ideas to drive future growth in the Eye Care category.

fast food.jpg

Fast Food Product Innovation

A European chain of fast food restaurants wanted some fresh thinking to generate and identify new menu options....a tasty challenge! The project was driven by a Hothouse™ workshop and online idea sharing with 32 company delegates and 10 creative agents. A total of 8 "winning ideas" were progressed into production and further testing.

Depositphotos 63793833 L 2015

Health Care Retail Innovation

Working for one of the UK’s leading chain of supermarkets, we used Zip-Zap Ideas® and our Shopper Hothouse™ process to QUICKLY generate a pipeline of new and compelling activation ideas in the health and wellness, with fast feedback from target shoppers.