Competitor Benchmarking of Healthcare Licensing Examination Providers in the US

Client Context

Our client, a national healthcare qualifying assessments provider, was losing market share in the US due to increased competition from private credentialing companies. Our client needed an understanding of their competition’s offerings in the US market as they considered options to amend features of their licensing examination.

Our Approach

We tailored the study into two phases:

Phase 1: Market overview and growth drivers of the healthcare licensing, credentialing and certification sector, focusing on market size, key players and their market share, and growth trends

Phase 2: Deep-dives on 10 competitors through primary research, including detailed profiles for each company. We addressed the following questions:

• Major assessment product and service offerings, features and modes of delivery
• Innovations in assessment design and administration, including differentiation
• Customer acquisition strategy, deal structure and marketing messaging
• Major client accounts with a focus on health services
• Pricing and revenue model, including cost drivers and flexibility

Impact

Our actionable insights on trends in the market, and detailed benchmarking of competitor products offered our client a deeper understanding of how to adapt to current credentialing, licensing, and testing challenges. Our client leveraged this market research to refocus internal discussions on R&D and future strategy, including whether adding new digital features to their healthcare licensing assessments was in line with their overall ROI expectations.