How to Choose the Right Research Investment for Your Healthcare Product’s Growth Stage

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

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, buyers like Health Plans payers or Procurement departments often prioritize cost savings or compliance, while provider users focus on workflow fit. 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?

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, considering experiences outside your product, including longitudinal user feedback to track satisfaction
• Usage analytics to catch disengagement and issues in your holistic experience

Why now?

Focusing only on acquisition is enticing but short sighted if you’re looking for scale. Strong adoption, low churn, and clear impact are the market’s loudest signals of value: Healthcare tools face high switching costs, but if they feel like a burden, users will quickly slip back into “the old way.” A common pitfall at this stage is focusing heavily on acquisition while overlooking the metrics that prove long-term adoption. Retention is your proof that you’re consistently delivering value, and low churn paired with strong referral patterns sends a clear signal of market strength.

Now is the time to double down on proving traction. Show how your pilot is being adopted, how naturally it integrates into workflows, and the early signs of revenue taking shape. Tie those wins directly to the outcomes that matter most, such as lowering readmission rates, reducing overhead, and improving patient outcomes.

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

Research to prioritize:

• User needs mapping to see how priorities shift in new contexts
• GTM research for new buyers to define required capabilities to win in this market, messaging that resonates with their priorities, 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?

Expansion brings opportunity—and risk—especially if internal bias or blind spots skew your view. The right third-party research shows you where to play and how to adapt so you meet you tackle your lofty growth goals with confidence.: 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, but also risky if you underestimate how different new markets operate. This stage ensures you know exactly which markets to pursue, what adaptations your product needs, and how to position it so buyers see clear, credible value. Done right, research at this stage drives alignment with long-term strategic growth goals and diversifies revenue streams.

Wrapping it up: Your Research Advantage

The fastest way to win credibility and close deals is to match your research to your business stage.

• If you're at an early stage, come armed with proof you’re solving a real, high-priority problem for both buyers and users. Show you know how to align incentives for providers, patients, and health plans alike.
• If you’re in scaling mode, share evidence that adoption sticks. Data on retention, workflow integration, and measurable outcomes will stand out beyond vanity acquisition numbers.
• If you’re expanding, show you understand the needs of new markets and have a GTM strategy tuned to their decision drivers. This tells partners and funders you’re not just chasing growth, you’re prepared to win it.

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