Healthcare Marketing Glossary

Jobs To Be Done (JTBD) is a customer-centric approach to innovation and marketing that focuses on understanding the progress customers are trying to make in their lives, rather than simply their stated needs or problems. JTBD is based on the idea that customers “hire” products and services to help them get a job done and that a deeper understanding of these jobs can drive innovation and marketing efforts.

JTBD was popularized by Clayton Christensen, a Harvard Business School professor, in his book “The Innovator’s Dilemma“. The basic concept is that customers are not buying a product or service because of what it is, but because of what it does for them in a particular moment of their lives.

Benefits of Using Jobs-To-Be-Done in Healthcare Marketing

Adopting a JTBD approach can be particularly valuable for healthcare marketers, as it allows them to better understand the progress their customers are trying to make and the “jobs” they are trying to accomplish related to their health and well-being.

With JTBD, healthcare marketers can move beyond demographic and psychographic segmentation and create more tailored and effective marketing strategies. By identifying the specific jobs their customers are trying to accomplish, healthcare marketers can better understand their customers’ motivations and unmet needs, and develop products and services that better meet those needs.

JTBD can also help healthcare marketers better understand the trade-offs customers make when choosing one product or service over another. For example, a customer may choose a less expensive over-the-counter pain reliever because it is more convenient, even though they are aware of the limitations and risks of the product. Understanding these trade-offs can help healthcare marketers create more compelling and differentiated value propositions for their products and services.

How to Use Jobs-To-Be-Done in Healthcare Marketing

Using JTBD in healthcare marketing involves four steps:

1. Identify the job: The first step is to identify the specific job that the customer is trying to get done in a particular moment. This could be a physical, emotional, or psychological job related to their health and well-being.
2. Understand the progress the customer wants to make: Once the job has been identified, the next step is to understand the progress the customer wants to make and the trade-offs they are willing to make in order to get the job done. This could involve conducting customer research, including surveys, focus groups, and in-depth interviews.
3. Identify pain points and unmet needs: Understanding the progress the customer wants to make and the trade-offs they are willing to make can help healthcare marketers identify pain points and unmet needs related to the job. This information can be used to create more effective marketing messages and product features.
4. Develop solutions that meet the customer’s needs: Finally, using the insights gathered through the JTBD process, healthcare marketers can develop solutions that better meet the customer’s needs. This could involve creating new products or services, modifying existing ones, or improving the customer experience.

Jobs To Be Done is a customer-centric approach to innovation and marketing that can provide valuable insights into the progress customers are trying to make in their lives and the “jobs” they are trying to accomplish related to their health and well-being. By understanding the specific jobs customers are trying to get done and the trade-offs they are willing to make, healthcare marketers can create more effective marketing strategies, messaging, and product features.

JTBD can help healthcare marketers move beyond traditional demographic and psychographic segmentation and develop a deeper understanding of their customers. It can also help healthcare marketers identify unmet needs and create solutions that better meet those needs.

In conclusion, incorporating Jobs To Be Done into healthcare marketing efforts can provide valuable insights into customer needs and motivations and drive innovation and growth. By focusing on the progress customers are trying to make and the “jobs” they are trying to accomplish, healthcare marketers can create more tailored, effective, and differentiated marketing strategies and solutions.

Jobs to be done FAQ

What is Jobs to be done?

Jobs to be done is a framework that focuses on understanding customer needs and motivations by identifying the job or task that customers are trying to accomplish.

How does Jobs to be done differ from traditional market research?

Traditional market research focuses on demographics, behaviors, and attitudes, whereas Jobs to be done focuses on the customer’s job or task, providing a deeper understanding of the customer’s motivations.

What are the benefits of using Jobs to be done?

Jobs to be done helps businesses develop better products and services by identifying unmet customer needs and opportunities for innovation. It also improves customer satisfaction and loyalty by better understanding customers.

How do I use Jobs to be done in my business?

To use Jobs to be done, identify the jobs your customers are trying to accomplish through interviews, surveys, and data analysis. Design and optimize your products and services to better meet their needs.

Can Jobs to be done be used in any industry?

Yes, Jobs to be done is a customer-centric framework that focuses on understanding customer needs and motivations, and can be used in any industry.