A data-driven approach to building the right health ecosystem

Ethias, a major Belgian insurance provider, wants to expand into the health sector following the advice of an external consultant. But what should the next steps be? Where to start? Management favored a pragmatic, bottom-up approach that would deliver short-term revenue (BP25). However, the internal teams—while knowledgeable—had limited access to external data and lacked the methodology to translate their insights into an actionable business case.

Business challenge

To tackle this challenge, Ethias partnered with BUFFL to co-create and validate the business case. By leveraging BUFFL’s research expertise, technology, and external data panel, Ethias could make confident, data-backed decisions about its strategic direction in the health sector. Leveraging BUFFL’s proprietary research frameworks, Ethias gained clarity on these questions within just 10 weeks.

How we made the difference

Before committing significant time and resources, Ethias needed to determine whether ‘Mantelzorg / Aidant Proche’ could serve as the foundation for a broader health ecosystem. The project focused on answering five critical questions:

• Market potential: What is the size of the market, and what are the key stakeholder needs?
• Key drivers: What factors would make an offering attractive?
• Value proposition: What features should be part of a minimum viable product (MVP)?
• Right to play: How does Ethias compare to alternatives?
• Business case: What data points are essential to building a viable revenue model?                                                                                                                                                      

What we learned:

1. Market potential – The need for better support among caregivers and caretakers is significant. Many struggle with fragmented communication, organizing care, and financial challenges. While employers acknowledge the issue, they downplay their potential role in addressing it.
2. Solution validation – A compelling MVP must go beyond financial support. While income and cost management features are essential, integrating information, communication, and organizational tools is crucial to positioning Ethias as more than just an insurance provider.
3. Business model – After validating the concept, we assessed pricing strategies, such as premiums, membership fees, and partnerships with service providers.
4. Data-driven decision-making – The iterative research approach ensured that Ethias had the insights needed to make informed go/no-go decisions based on real market needs and potential revenue models.

“With the help of BUFFL, we moved from assumptions to actionable insights, building a solid business case in record time. This approach enabled us to validate our market position and make data-driven decisions with confidence.” Dries Olemans

How we added value

With an iterative research process and real-time validation, Ethias was able to refine its health expansion strategy efficiently. Data points included:

• 29.7% of the active workforce is currently a caregiver or will be in the near future.
• 95.33% of caregivers see great value in having all relevant information centralized.
• 93,33% of caregivers find the proposed Ethias MVP superior to existing alternatives.
• 64% of respondents believe Ethias has a clear right to play in this space.                                 

Insights and decisions:

• Business case: Clear recommendation to proceed based on strong demand and unique positioning.
• Innovation: Prioritization of key product and service features for development.
• Marketing: Defined key messaging for brand positioning and go-to-market strategy.
• Communication: Updated campaign materials and calls to action.

By applying a structured, research-based approach, Ethias now has the confidence to move forward with its health ecosystem expansion, ensuring a high-impact, data-driven launch.