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# Strategy & Positioning

Strategy translates discovery insights into a clear product direction. For health products, strategy must balance user needs, clinical requirements, regulatory constraints, and business viability.

## Product Vision

A strong product vision for health products answers:

* **Who** are you serving? (patients, clinicians, both?)
* **What** health outcome will you improve?
* **How** will you improve it? (intervention, monitoring, education, coordination?)
* **Why** are you uniquely positioned to solve this?

## Value Proposition Canvas for Health

Adapt the standard value proposition canvas for healthcare:

| Customer Job | Health Example                                    |
| ------------ | ------------------------------------------------- |
| Functional   | Track blood glucose, schedule appointments        |
| Social       | Share progress with family, connect with peers    |
| Emotional    | Reduce anxiety about a condition, feel in control |
| Clinical     | Achieve target HbA1c, reduce readmission risk     |

**Pains to relieve**: Complexity of care, information fragmentation, anxiety, cost, travel to appointments

**Gains to create**: Better outcomes, convenience, peace of mind, continuity of care, data-driven insights

## Competitive Positioning

Health tech positioning often falls into one of these categories:

* **Clinical differentiator**: Better outcomes, validated evidence
* **Experience differentiator**: Better UX than existing clinical tools
* **Access differentiator**: Reaching underserved populations
* **Cost differentiator**: Lower cost than alternatives
* **Integration differentiator**: Works with existing EHR/workflows

## Outcome Definition

Define what success looks like:

* **Clinical outcomes**: HbA1c reduction, blood pressure control, readmission rates
* **Engagement outcomes**: DAU, retention, completion rates
* **Business outcomes**: Revenue, contracts, reimbursements
* **User outcomes**: Satisfaction (Net Promoter Score, SUS), task completion

## Health-Specific Strategy Considerations

Will payers reimburse? What evidence do they need? What CPT codes apply?

B2C (direct to consumer), B2B (to health systems), or B2B2C (through employers/providers)?

What clearance/approval is needed? What timeline does that imply?

What evidence will you need to generate? When? How?

***

## Related Chapters

* [Discovery & Research](/product-lifecycle/discovery-research) — Inputs to strategy
* [Business & Go-to-Market](/business-gtm) — Commercial strategy deep dive
* [Pricing & Reimbursement](/business-gtm/pricing-reimbursement) — Revenue models