B2B Product Strategy · Healthcare & Life Sciences

Remove the fog between you and your customers.

Driving product blind is the riskiest thing you can do. We clear the fog, showing you what your customers need, so you can quickly move forward.

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We solve 4 product problems.

Product Launch

De-risk a new product launch

Launching a new product is risky. And in a time-constrained moment, it's easy to rely on your own assumptions. We help companies launch products that solve real problems, driving loyalty and satisfaction from the jump. Think of us as insurance against a costly, embarrassing relaunch.

Product Recharge

Recharge an existing product

Customer expectations never hold steady, and product that isn't improving is quietly going stale—risking churn. We recharge the product by evolving it to meet your customers needs. So you can revitalize the roadmap and usher in a new era.

Customer Experience Enhancement

Solve a known pain point

You know there's something about your current customer experience that doesn't work. Maybe it's returns, onboarding, or sales interactions. We go deep to help you diagnose the issue and solve it fast.

Market Exploration

Make a bet on an uncertain future

You can't make big investments in the future with spreadsheets alone. You have to understand how customers' attitudes and behaviors will shape what's coming. We help you read that, and define the right approach.

We help B2B healthcare and life sciences companies defy expectations and transform results.

Product Recharge

Redesigning Cencora's $80B e-commerce platform

We led the redesign of Cencora's pinnacle digital property, the e-commerce platform responsible for $80B in sales a year. We conducted deep immersions in pharmacies across the country, studying the experience firsthand. Then shaped an experience vision that set the foundation for unprecedented customer satisfaction scores.

The insight other firms would have missed

Improving the platform wasn't about smoothing the UI and cutting clicks. The real gap was structural. Customers organized and thought about their accounts in a fundamentally different way than Cencora did. Closing that gap led to a breakthrough UX paradigm.

Researcher observing the pharmacy e-commerce experience
the human: pharmacists
Product Recharge

Improving Parexel's Phase 1 clinical trial experience

We worked with Parexel to improve the experience for Phase 1 trial volunteers, who spend days at a time in the units. We embedded with them to understand what it's like to live, eat, and socialize in that space, and defined a vision for the future built around 3 core human elements. That vision has driven increased loyalty and repeat participation.

The insight other firms would have missed

Improving the in-unit experience wasn't about adding amenities or upgrading the food. It was about respect. These volunteers, in a vulnerable spot far from home, needed to feel they still had worth in the eyes of the study teams.

A Phase 1 trial volunteer in the clinical unit
The Human: Phase 1 Trial Volunteers
Product Launch

Improving adherence at University of Utah Health

We worked with the University of Utah's Cystic Fibrosis Center to build and deploy a patient engagement solution. We ran remote diary studies with patients, then created an app and IoT solution to help them stay on track with their therapies and connected to their care team. The result: hospital admissions dropped 11%.

The insight other firms would have missed

Improving adherence wasn't about pill tracking. It was about keeping patients activated and hopeful, feeling agency over their condition instead of run by it.

A cystic fibrosis patient using an airway clearance vest at home
The Human: Cystic Fibrosis Patients
Portfolio Recharge

Adapting Sodexo's digital portfolio for healthcare

We worked with Sodexo to improve the digital food portfolio offered to healthcare providers. We ran AI-moderated interviews with 80 clinicians about how they eat during the workday. That let us map the journey and identify 6 core clinician food needs to design for.

The insight other firms would have missed

Improving hospital dining wasn't about the cafeteria. Many clinical teams never have time to get down there. The real opportunity was serving them where they actually are: in the unit.

A clinician grabbing food at the unit workstation
The Human: Acute Care Clinical Staff
Product Recharge

Designing Cencora's next generation of inventory management

We worked with Cencora's oncology division to recharge their inventory management offering. We spent weeks inside community oncology practices, studying how the work actually gets done, and came away with 9 innovation opportunities that became the backbone of a transformative next-gen roadmap.

The insight other firms would have missed

With expensive oncology therapies, the dispensing workflow doesn't begin when the product is pulled off the shelf. It begins much earlier, with benefits investigation and treatment authorization. That realization opened the door to a far more valuable offering.

A patient receiving oncology infusion therapy
The Human: Oncology Nurses

Our fluff-free process follows three simple steps.

We hate when firms overcomplicate projects with bloated methodologies that cost you precious time and budget. We dive right into your challenge and solve it quickly.

01

Needs Identification

We immerse ourselves in your customers' worlds, through interviews and on-site ethnography. And we know what we're doing: our founder, Alex, taught qualitative methods at MIT for two semesters. The whole point is to learn how customers think and pinpoint their needs, including the ones they can't name themselves. That's the foundation of any product strategy.

Typical output: Hierarchy of Needs Framework. We synthesize all the research into a clear needs framework, bringing each need to life with real-world evidence. This becomes the backbone of your customer understanding.

02

Product Strategy

Plenty of firms do research. Plenty do design. That middle piece is what most of them miss, minimizing the impact you can have. We figure out the real problem to solve, not the surface-level one, not the obvious one. The real one.

Typical output: Product Strategy. We pinpoint the right needs to solve and set guardrails for solving them well, then bring it to life in a clear, compelling strategy that gives your teams their marching orders.

03

Solution & Path Forward

We solve it with real product design, not fluffy ideas or fantasy concepts. We balance near-term options that drive quick wins with longer-term moves that lay the groundwork for a roadmap.

Typical output: Tangible design. Mockups, prototypes, and experience visions. Things you can implement immediately.

On AI

Most firms are phoning it in on AI.

They're scared real AI efficiency means having to cut their fees and pass savings onto their clients. So they bolt on a few AI tools to look like they're keeping up. In our minds, that doesn't cut it.

We've built a proprietary AI team that works alongside us, speeding up every step of the process. The best part? You keep access to the AI team even after our human team is gone.

Team Human's proprietary AI team

We guarantee a better outcome than the big firms.

We're a small boutique studio, but there's a simple reason clients keep choosing us over the big firms: we do better work.

We have deep healthcare experience.

We've worked across pharma, healthcare suppliers, providers, and clinical research organizations. We understand the full landscape, which means we hit the ground running on day one.

We embed with your team.

We work in a hybrid model, side by side with your team, so the institutional knowledge stays with you after we leave.

We care more than the big guys.

The big firms are built to finish the work efficiently. We're built to have the biggest possible impact. That's why we guarantee success on every project.

Let's Connect

Remove the fog between you and your customers.

Discuss a project