Product Definition and Growth Business Case Development
Industry
Healthcare
Services
Strategy & Planning
Product definition and business case planning can set the stage for innovation, investment, and sustainable growth.
Opportunity
A provider of specialized health services had ambitious growth goals that included hospital joint ventures, acquisitions, and the building of new health centers.
The provider was also interested in exploring growth through a new product—in-office joint ventures with physicians. They needed support to define their overall growth strategy, while also determining if and how the new product supported their strategy.
Outcome
Increased Center Growth By More Than 80%
In the five years since the growth strategy was developed
Expanded Visibility In Key Markets
By establishing 10+ partnerships with leading hospital networks from across the country
Performed More Than 5 Million Procedures
With greater than 75% customer retention
Approach
Two Roads partnered with the health services provider to help the business effectively scale and achieve their ambitious goals. For the overall growth strategy, we worked with the leadership team to align on a comprehensive entry strategy for new markets, identifying the ideal market landscape, target product structure, and areas where they had flexibility. We determined that joint ventures with hospitals provided the greatest opportunity for growth and focused on these opportunities.
To determine the viability of the in-office joint ventures with physicians, we defined the key elements of the product structure—clinical, operational, compliance, etc.—and developed a business case. Two Roads ran various scenarios and found that these in-office joint ventures with physicians were a viable opportunity to break into a new market. Our team then helped the client formalize market parameters and economics for this new product.
Through this business case and growth strategy, the client has been able to grow into the leading independent provider of specialized women’s health services in the United States. They experienced over 80% growth in the five years since the work was completed, including 10+ hospital joint ventures, and have performed more than five million important procedures.
Authors
Denton Newham
Partner
