Users
Also known as: Clinical Users, End Users
H-BMC Block 2 — the individuals who directly use the solution in clinical or operational practice.
Full Definition
Users are the people who interact with the solution day-to-day. In healthcare they are almost never the people who pay for it. Understanding users requires knowing who they are, what problem the solution solves for them, what their current workaround is, what they value and prioritize, and what would drive or block adoption. The user value case is distinct from the economic buyer value case and must be addressed separately.
Example
For a clinical decision support tool: the users are hospitalists and residents who interact with the interface. The economic buyers are CMOs and CIOs. The Value Promise must be compelling to both — but the arguments are completely different.