How to Maximize Every UX Research Dollar in Healthcare

Stage 1 - Startup: How can we increase our potential to land customers and funding?

At the very beginning, the hurdle isn’t product development like you might think. It’s landing funding by showing you’re tackling a high-priority problem the market is ready to fix.

Research to prioritize:

• Problem discovery interviews (buyers, decision makers, influencers, end users)
• Landscape analysis of competitors and alternatives
• Value chain mapping to define where you fit into system-wide incentives and industry expectations

Why now?

‍Understanding unmet needs early prevents costly missteps. In healthcare, many products fail not because they’re poorly built, but because they address problems that don’t rank high enough for buyers to fix, or fail to meaningfully improve life for end users. Early research gives you a clear picture of who has the problem, how urgent it is, and what they’ve already tried, helping you avoid chasing “interesting” problems that won’t get budget or adoption.

From there, it’s important to validate the problem and the market as you build. In healthcare, Payers or Procurement often prioritize cost savings and compliance, while Healthcare Providers are focused more on workflow optimization. With research, you’ll have the evidence to confidently say, “This is a real, high-priority problem worth solving AND people are willing to pay for it” which strengthens your investor pitch and focuses your resources. 

Stage 2 - Scale: How can we increase both adoption and retention to drive revenue?

Once you’ve validated the problem, the next hurdle is proving that adoption sticks. At this stage, it’s tempting to focus only on acquisition metrics, but in healthcare especially, switching costs are high and users will quickly slip back into old habits if your product feels like a burden.

Research to prioritize:

• Concept testing with measurable outcomes and iterative product improvements
• Buyer validation on GTM channels, willingness to pay, and value prop clarity
• Usability testing in real workflows and considering experiences outside your product, including longitudinal user feedback
• Usage analytics to catch disengagement and issues in your holistic experience

Why now?

A common pitfall at this stage is focusing on acquisition while overlooking the metrics that prove long-term adoption. Retention shows you’re delivering value, and low churn with strong referrals signals true market strength.

Stage 3 - Expand: Can we replicate success in new audiences and settings?

After proving traction in your core market, the next logical question is: where else can we win? Expansion is an exciting growth lever, but also one of the riskiest if you underestimate how different new markets and user groups operate.

Research to prioritize:

• GTM research for new buyers defines the required capabilities to win in this market, develops messaging that resonates with their priorities, and builds value propositions that address their decision triggers.
• Contextual usability testing in unfamiliar environments to test workflow fit and industry-specific factors
• Barrier mapping for entry challenges like industry-specific compliance, procurement cycles, or tech stack differences

Why now?

Once you’ve proven success in your core market, expansion into new markets (e.g., outpatient clinics vs. hospital systems or a completely new industry with similar pain points) is an appealing path to growth. This stage ensures you know exactly which markets to pursue, what adaptations your product requires, and how to position so buyers see clear, credible value. Done right, research at this stage drives alignment with long-term strategic growth goals and diversifies revenue streams.