Client Ambition

Our client, an AI-driven health-tech firm (and its investor, British International Investment), aimed to transition from a grant-supported deployment model to a sustainable market-based approach for its chest X-ray AI-interpretation solution in India. This required a clear articulation of value proposition, identification of early adopter segments, and validation of commercial viability across both public and private healthcare systems.

Our Solution

We partnered with the client across multiple phases to generate insights, test hypotheses, and refine their go-to-market strategy through a structured, evidence-led approach.

We began with a first field immersion to understand how existing users perceived the solution, uncovering the core value proposition, early adopter profiles, and initial willingness to pay.

Building on these insights, we supported the design and assessment of pilots across diverse healthcare settings. In government hospitals in Jammu & Kashmir, we evaluated real-world adoption challenges—ranging from onboarding gaps and infrastructure constraints to stakeholder misalignment—and identified pathways to improve uptake and institutional buy-in.

In parallel, we assessed pilot implementation in private and trust hospitals in Pune, focusing on value realization, user experience, and commercial readiness. This included understanding how doctors and administrators perceived the solution beyond TB detection, and identifying enablers and barriers to willingness to pay.

Across these phases, we synthesized insights to refine early adopter targeting, reposition the value proposition, and inform pricing models and sales strategies for a scalable market entry.

Results

The engagement provided the client a blueprint to pivot from a grant-led deployment approach to a market-oriented strategy grounded in real-world evidence. It clearly identified high-potential early adopter segments—particularly private and trust hospitals with either limited radiology access or high diagnostic volumes—where both value realization and willingness to pay were strongest. The study also highlighted structural and behavioural barriers in government systems, helping the client recalibrate expectations and design targeted engagement strategies. Critically, it led to a reframing of the product narrative from a TB-focused screening tool to a broader clinical decision-support solution, significantly strengthening its relevance for private sector adoption. Overall, the project delivered a robust, insight-backed roadmap to drive commercial adoption, refine pricing approaches, and scale the solution sustainably across healthcare markets.