Lash Group Case Study
Industry: Healthcare
Service: ITG ACCELERATE®
Design affordable healthcare access directly with the patients who need it.
Rising out-of-pocket costs make accessing vital therapies a struggle for many. Lash Group knew that to build truly innovative affordability solutions, they needed to start with the people living the reality. By partnering with ITG and a specialized group of Creative Patients, they co-created patient-first product enhancements that stand out in the healthcare market.
300+
Insights, wishes, and new possibilities generated
19
Initial concept outlines drafted
7
Professionally written and optimized concepts
The Challenge
With healthcare costs continuing to climb, it is creating barriers between patients and their required therapies. Lash Group recognized the urgent need for new solutions to make treatment accessible. However, solving a patient problem requires real patient perspective. The team wanted to ensure every new idea addressed authentic pain points.
What Success Looked Like
Develop new enhancements to Lash Group’s product offerings that make medications and therapies more affordable, while clearly distinguishing their services from existing market options.
How We Got There
ITG designed a highly customized, two-day co-creation session using the Behavioral Innovation™ approach. The process kicked off by defining broad opportunity areas based directly on insights from Creative Patients. Once the core opportunity areas were prioritized, ITG Facilitators led creative excursions—stretching the group’s perspective beyond healthcare to find unique, impactful solutions.
Setting this deliberate mental environment allowed the collaborative team to generate over 300 ideas grounded in real patient needs. The next day, ITG guided Lash Group through rapid concept development, condensing those raw ideas into 19 outlines and ultimately 7 professionally written concepts.
To guarantee the voice of the patient remained intact, Creative Patients reviewed each draft. Using ITG’s Forness® thinking, they highlighted the strongest elements of each idea before offering specific ways to improve them. This structured feedback acted as a hyper-targeted ideation session, expanding the features and impact of every concept.
The Results
Lash Group left with seven optimized concepts ready to evolve their product offerings and improve healthcare outcomes. By building alongside their patients, they secured a pipeline of solutions that prioritize patient health.
“This was my second time at Ideas To Go. I love their enthusiasm, talent and results! The Ideas To Go team provided us with a highly personalized market research experience for our product ideation. With outside-in thinking, our ideas will develop into products that put patients first and lead to better healthcare outcomes.”
— Stephanie Rompot, Senior Director of Product Management, Lash Group
Build Patient Experiences with the People Who Need Them
Solving complex healthcare challenges demands real empathy. ITG ACCELERATE® brings your target patients into the room to share their lived experiences and co-create the exact solutions they need. You walk away with test-ready concepts and clear direction to drive better outcomes.