14-DVLBStrategy for market development

JTBD Methodology

Self-management is an emerging concept in healthcare. For many patients with chronic conditions, it is unknown. As a result, people do not Google it, nor actively seek it out. How, then might we reach potential participants? We can talk to them about the specific “job” we fulfill for them - instead of the product or its features. This is known as jobs-to-be-done.

Project Planning

Jobs-to-be-Done projects are resource-intensive. They include qualitative interviews, text analysis, survey design and implementation, quantitative analysis and strategy/implementation work. It also requires interfacing with many people and third-party recruiters. Creating a work breakdown structure early into the process helped me establish internal checkpoints with our team as well as planning for the resources I would need.

Recruitment and Survey

We hired an outside firm to help us reach participants. After submitting our screening criteria and survey, they recruited participants for the study. These participants were divided into three surveys based on the preferred JTBD. This ensured the quality of responses was higher since the survey was both shorter and more relevant to participants.

Data Analysis

I used the qualitative interviews to identify JTBD and desired outcomes. I then designed a survey to measure the opportunity score for each. The goal was to identify which top 3 opportunities to pursue.

Insights & Recommendations

After I analyzed the results, three JTBD emerged, with their top 3 desired outcomes. These desired outcomes became the focus of our next project, a community-generated collection of stories that help connect to participants, and introduce the program from this perspective.