The challenge
The client aimed to expand beyond its core portfolio and had targeted healthcare as a promising sector. However, it lacked a detailed understanding of clinician pain points and unmet needs across key care settings. With limited internal capacity to conduct broad discovery work, the organization required a structured assessment to focus its incubation pipeline.
The solution
BCE conducted qualitative research across multiple care environments and used a jobs-to-be-done framework to identify workflow pain points and unmet needs. Segmentation analysis prioritized clinical groups based on need prevalence, workflow criticality, and alignment with the client’s capabilities. BCE then conducted ethnographic research to validate insights and capture workflow behaviors and contextual detail to inform concept development.
The results
BCE delivered a prioritized set of opportunity areas supported by qualitative evidence and workflow mapping. The team produced ethnographic materials and an analytical summary that highlighted unmet needs and potential innovation pathways. These outputs guided selection of venture concepts and informed the client’s broader incubation strategy.
