A leading provider of physician clinical decision support tools asked Health Business Group to assist in developing a business case for a platform for professional mobile medical apps. The mobile app market had undergone rapid growth and transformation over the past several years and all indications were that this space would continue to be highly dynamic. We structured our work to focus on three areas:
Competitive environment to understand how the overall app market was evolving, how the medical apps segment fit into the overall market, and how competitors were approaching the space.
Customer demand to understand current mobile hardware and apps usage by customers, considerations for pricing models, and expectations for future spending
Internal capabilities to assess the client’s ability in addressing the mobile app market (e.g., app development, curation, hosting, marketing, support), to identify gaps and to develop strategies to fill those gaps
We built a fact base by conducting extensive primary and secondary research including interviews with established and emerging players, electronic surveys of customers, and review of market research and analyst reports. With the fact base in place we collaborated with the client team to develop and evaluate strategic options and made introductions to several potential business development partners and acquisition targets.