🩺 Designing scalable software licensing for doctors

Helping a healthtech company launch a new offer by aligning business, clinical, and product teams.

Note: To respect client confidentiality, some project specifics have been intentionally left out.

Project Summary

  • Client: Healthcare scale-up, Netherlands

  • Timeline: 3 months (2021)

  • Industry: Healthcare|SaaS

  • My Role: Service Designer & Facilitator

  • Team: Product Manager, Business Lead, Commercial Lead, Medical Director, Clinical Advisors

  • Expertise: Service Design • Value Proposition Design • Workshop Facilitation • Insight Synthesis • Product-Market Fit

Challenge

A Dutch healthtech scale-up was transforming how GP practices deliver care through a digital platform focused on smart triage, streamlined patient communication, and reducing staff workload. Following early success with a fully owned care delivery model, the business aimed to expand by offering its platform as a standalone, licensable product for independent GP practices. The core challenge was to ensure the offer met the needs of these practices and that the product and commercial strategy could support broader adoption and sustainable growth.

The goal: define a clear, compelling licensing offer, validate it with target customers, and align product, clinical, and commercial teams to confidently launch a scalable, customer-centric model.

Approach

I led a structured process combining customer research, internal alignment, and proposition validation to build a robust foundation for the licensing offer:

  1. Discovery & Internal Alignment

  • Conducted 15+ interviews with internal experts (clinical, sales, product) and GPs both inside and outside the ecosystem to surface assumptions and adoption barriers.

  • Facilitated internal workshops using tools like the Value Proposition Canvas to map GP jobs, pains, and gains across both buyers and users.

  • Synthesized findings to reveal gaps between internal beliefs and market realities, highlighting drivers for adoption like ease of onboarding, workflow integration, and trust in the software provider.

  • → Output: Shared understanding of real GP priorities, creating a strong foundation for value proposition and product decisions.

2. Value Proposition Development

  • Segmented GPs into 3 core profiles based on goals and decision-making needs.

  • Co-developed and iterated on multiple licensing offer variants linked to jobs-to-be-done and business value.

  • Ran working sessions with product, clinical, and commercial leads to align on a high-potential service offering under the licensing model.

  • → Output: Two clear value propositions shaped by real GP needs, helping the client make smarter decisions, reduce investment risk, and prepare for testing with target practices.

3. Proposition Validation & Product-Market Fit 

  • I created interview guides and materials to test messaging, value, and adoption triggers for the two value propositions.

  • Interviewed 10 potential buyers and users, identifying dealbreakers (e.g. tedious onboarding, admin burden) and key benefits (e.g. workflow relief, faster triage).

  • Benchmarked competitor GP software on pricing, onboarding, and positioning, revealing differentiation opportunities in implementation and clinical credibility.

  • Synthesized insights into clear recommendations for positioning, pricing, and go-to-market strategy.

  • → Output: Prioritized features, distinct messaging, and validated value proposition to shape the licensing offer and roadmap.

Evolution of the Value Proposition Canvas

Outcome of initial discovery interviews, segmenting buyer/user profiles + needs.

Example proposition, unbranded to remove bias with the brand’s visual identity.

Outcome of synthesis and co-creation sessions, consolidating high-level value.

Capturing interviewee responses to the proposition interviews in Miro.

Outcomes & Impact

  • Uncovered core barriers to adoption such as the complexity of switching systems, ambiguous value communication, and concerns about inclusivity and patient engagement.

  • Delivered a validated, prioritized feature set and licensing narrative tailored specifically to the workflows and motivations of GP practices.

  • Informed the product roadmap and go-to-market strategy, ensuring alignment between product capabilities and customer expectations.

  • I facilitated strong cross-functional collaboration across product, clinical, and commercial teams. This unified ownership of the licensing launch, resulting in a shared commercial strategy and a consistent go-to-market message.

  • This project also showcased my ability to bridge commercial strategy, service design, and UX research -- turning complex stakeholder insights into clear, customer-focused growth opportunities within a complex and regulated ecosystem like healthcare.

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