Case:
Building a commercially viable
model for digital health

To enable Medice to build the business case for a new health app in Scandinavia, we combined market, HCP, payer, and patient perspectives and demonstrated opportunities in this immature market.

Challenge

How do you best launch a health app in markets with no established reimbursement structure for digital?

• With an app for patients almost ready for launch, Medice partnered with Signum to explore opportunities in the Scandinavian markets.
• To build a strong business case and go-to-market strategy for the app, Medice needed to understand the intricacies of the Scandinavian markets, e.g. payer perspectives on digital technologies, market maturity, and the potential value to both end-users and HCPs.

Solution

We designed a three-step process that combined market, HCP, payer, and end-user perspectives and let us build on the opportunities emerging from each step:

• We researched political and commercial maturity of DK, NO, and SE to show which market offered the best conditions.
• We interviewed HCPs and payers to answer key questions on how to go to market, e.g., who to potentially partner with.
• We tested the app and its benefits with end-users to understand its value to patients and development opportunities.

Result

The collaboration enabled Medice to develop a robust and well-informed business case and go-to-market strategy by providing insight and direction on key questions including:

• Choosing where to start.
• Weighing potential partners against each other, including public-sector versus private-sector.
• Showing what the value of the digital solution is to different stakeholders.