BLUE OCEAN STRATEGY

The Digital Health Blue Ocean: Supporting
a Connected Device Developer

A connected drug-delivery device developer leveraged our data‑driven blue ocean strategy to strengthen market positioning and unlock more profitable, scalable growth across the industry.

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The Challenge

Redefining Adoption for a Connected
Device Developer

Red Ocean Product
Benchmarking

The client was trapped in a cycle of feature-matching, focusing exclusively on hardware specifications like battery life and data sync speeds; they lacked visibility into the broader ecosystem of "non-customers“ who avoided digital tools due to workflow complexity rather than hardware limitations

Limited View of Value
Innovation

While the leadership recognized a shift towards digital health, they lacked a structured framework to move beyond incremental improvements; they did not have data-driven hypotheses on which factors to eliminate or reduce to simultaneously lower costs and raise the value proposition

Lack of Non-Customer
Insights

The client had limited awareness of the pain points and "barriers to adoption" faced by the customers; they lacked a robust, market-wide benchmarking view of alternative industries that were successfully capturing patient engagement where clinical devices were failing

The Roots Way

How Roots Helped?

The project focused on analyzing competitor markets, identifying high-value market segments and linking these insights to clear operational and commercial decisions.

Data Collation: As a starting point, the team collated information on various parameters (such as availability of web portal, audio / visual alerts and Bluetooth compatibility) for over 40 device manufacturers developing connected drug delivery devices.

Created a PMS Map: In the next step, we utilized a proprietary scoring criteria to benchmark the device manufacturers and plotted them on a 2X2 matrix, categorizing the players as pioneers (having the most innovative solutions), migrators (set to incorporate advancements in their platform) and settlers (with the least innovative portfolio).

Strategic Canvas Preparation: As a last step, we assessed a set of blue ocean strategies that could improve the adoption of connected drug delivery devices. The team mapped the pioneers against these strategies based on their ongoing initiatives to highlight which strategies should be implemented immediately to tap into new opportunities and others where an instant action is not required.

Change We Created

Results You Can Quantify & Impact
Our Clients Can Count On

22%

Increase in Strategic Contracts

By implementing the suggested blue ocean strategies, the client secured a 22% increase in long-term agreements with major hospital networks, adding to its annual revenues and market presence.

28%

Rise in Device Utilization

Improvements in the product’s software feature lowered the "barrier to entry" for nursing staff and other less technical cohorts that led to a significant jump in active device usage across clinical settings.

16%

Growth in Revenues

The introduction of a service-based pricing structure—moving away from solely hardware sales—unlocked additional revenue streams, leading to a 16% growth; tailoring pricing to different customer types increased the uptake of higher-value bundled assays.