Helping people build healthy families and live better, fulfilling lives: that is the mission guiding Ferring Pharmaceuticals every day. To this end, the research-driven, specialized biopharmaceutical group was looking to better prioritize the value proposition of its latest digital health solution.
They teamed up with Board of Innovation for a Digital Validation Sprint to ensure a successful launch.
Challenge
Determining the right
value proposition
With plans to launch a new companion application to guide aspiring parents through the most challenging stages of fertility treatments, the brand found that the product had too many value propositions.
Ferring Pharmaceutical needed help prioritizing these value propositions, to deliver a clear-cut proposition that could support the go-to-market strategy of the companion application.
Approach
Digital experimentation
for key insights
Through a two-round digital experiment, we set out to achieve a clearer understanding of the situation.
In Round 1, we focused on analyzing the exact features and value propositions that were least desired, as well as identifying which target market and demographics would best respond to the initiative.
In Round 2, we delved deeper into these insights, producing multiple estimates of the customer acquisition cost of the solution to determine whether it fit Ferring’s budgeting benchmarks.
Results
Optimizing the application
for efficient
go-to-market
Finally, we deprioritized several of the nine original value propositions, retaining four.
Combining the insights from this Digital Validation Sprint with Ferring’s internal findings and additional research, we then set out to optimize the application in order to ensure added value for the targeted customer groups.
On this project
Bryan Berger
Life Science Lead
& Innovation Strategist
Mina Drezner
Digital
Prototyper
