Genomics portfolio expansion

A genomics company believed customers would buy a broader population health offering, but needed the use cases proven and leadership convinced before committing.

I237-117

Patient journeys mapped to expose care gaps

Situation

Interest in new business line

Genomic solutions company with two distinct business units (BUs) – one for clinical services (genetics counseling), other genetics testing prior-auth – considering portfolio-expansion to diversify and grow the business.
Leadership hypothesized existing customers (for prior-auth solution) would also value a comprehensive Genomic Population Health Mgmt (GPHM) service, and that GPHM would have many synergies with the both existing BUs.
Client sought our help to map the use-cases for this service, detailing both the patient-journey and what services would be required.

Project

GPHM assessment

Targeted secondary research and SME interviews used as foundation to fully articulate how GPHM could create value (while building on top of existing BU activities).
Defined discrete set of services and value-props of a complete GPHM offering.
Mapped out specific points-of-engagement, along with services-/value-provided across multiple indications and patient-journeys.
Built “readiness assessment” framework to assess demand for GPHM offering (spanning patient-need, physician-context and payer-expectations).

Framework used to test each intervention

Potential offerings articulated with distinct value props

Outcome

Recommended use cases

Structured assessment defined discrete, actionable use-cases mapped to specific points-of-engagement along patient journey, illustrating potential synergies with existing BUs.
Exec team aligned on prioritizing 3 core GPHM services, each of which would address high-value gaps current clinical care practices.
Client initiated next-phase business model planning and revised engagement materials to emphasize direct value to payers, providers, and patients.

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