01
Client context
The start-up had successful pilots with hospitals but no proven path to sustainable revenue.
02
Business challenge
Different stakeholders valued the product for different reasons, and none had committed budget.
03
Research objective & questions
Identify the strongest paying stakeholder, business model and pricing approach.
- Which stakeholder feels the problem most and controls budget?
- Did pilot users see enough value to continue?
- What integration and compliance requirements block scale?
- What pricing model is acceptable to each buyer?
04
Methodology & approach
- Multi-stakeholder IDIs
- Hospital leaders, clinicians, insurers and employer benefits teams.
- Pilot evaluation interviews
- Clinicians and patients from pilot programmes.
- Willingness-to-pay research
- Pricing models by buyer type.
- Business model testing
- Comparison of B2B, B2B2C and direct models.
05
Sample & geography
- ~30 stakeholder IDIs
- ~15 pilot participant interviews
- Geography — India
06
Key findings
- Hospitals valued reduced readmissions but lacked budget lines for monitoring.
- Insurers were interested in specific high-cost conditions with clear outcome evidence.
- Patients valued the service but were reluctant to pay directly.
- Integration with hospital systems was a precondition for scale.
07
Business implications
- Pursue insurer partnerships for targeted conditions.
- Generate outcome evidence from pilots.
- Prioritise hospital system integration.
08
Outcome
The start-up gained a clear primary buyer, pricing approach and evidence plan to support its next funding round.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.