NuvoAir: How Refining its Value Proposition is Unlocking Growth
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In this case study, NuvoAir shares how refining their key messaging through the DigitalHealth.London Accelerator has strengthened stakeholder awareness and engagement with their digital remote lung health assessment tool.
Identifying ways to strengthen the value proposition
NuvoAir’s core product, NuvoAir Home, provides digital, remote lung health assessments using hand-held spirometry and symptom scoring. Individuals perform multiple tests with expert guidance, and the results are summarised in reports reviewed by clinicians. This approach enables lung function testing from home, without requiring NHS equipment or in-person clinical visits.
When NuvoAir joined the DigitalHealth.London Accelerator in September 2024, the company faced a significant challenge: articulating a clear, compelling value proposition for their innovative respiratory health solution. The team decided to focus on refining their value proposition, including the problem they were addressing and the impact of their solution for different audiences, such as clinicians, patients and investors.
Specialist support through the Accelerator
Over the last six months, NuvoAir has undergone a transformative journey to refine its strategic communications through the Accelerator. Through expert-led workshops, tailored mentoring and guidance from digital health advisors, the company has developed a cohesive communications strategy. The resulting, structured approach has begun to enhance engagement with key stakeholders, clinicians and patients across the NHS.
One pivotal moment in this journey was NuvoAir’s participation in the Accelerator’s Value Proposition Workshop. The session was designed to help companies understand how their product impacts different groups and provide the tools to effectively communicate their value to various stakeholders. The workshop followed a structured framework, breaking down the value proposition into three key perspectives:
- The Patient: Identifying the challenges patients face, the consequences of these challenges, and how the intervention addresses them.
- The Team/Service: Understanding how clinicians and healthcare providers interact with the solution and the impact it has on care delivery.
- The National Perspective: Evaluating the broader implications of the technology on healthcare systems and policy.
The session also encouraged critical thinking about both the benefits and limitations of rolling out the product. Following the presentation, participants engaged in group discussions to explore real-world examples of digital health innovations and refine their value propositions.
Helen Parrott and Cara Oliver from the NuvoAir team attended the session, where they identified key differentiators in the respiratory health space. They also gained insights into how to align NuvoAir’s offering with the needs of healthcare providers, patients and investors.
Turning insights into action
The workshop was not just about theoretical insights, it drove immediate, actionable changes. Collaborating with an assigned NHS navigator and DigitalHealth.London’s communications team, NuvoAir evaluated its presentation materials and identified ways to refine its value proposition, core messaging and visual branding. This resulted in consistent key messaging that could be adapted for different audiences, as well as a cohesive approach to link the product and related communications materials.
The value proposition workshop was a game-changer for us. It helped us see our business from a fresh perspective and articulate our value more clearly.
Internally, the refined messaging instilled a newfound confidence within NuvoAir’s leadership and broader team. This clarity fostered stronger alignment across departments and empowered the team to approach business development with a unified vision.
Externally, clearer communication assets helped the NuvoAir team identify new market opportunities, leading to a more targeted and efficient growth strategy. These core materials were then reviewed by the DigitalHealth.London communications team for feedback, enabling the team to strengthen their key messages and communication objectives moving forward.
Performance metrics, including the number of leads with key stakeholders, have shown improvements in stakeholder engagement and business performance following the refinement of NuvoAir’s value proposition.
Cohesive communication as a tool for new collaborations
One recent example of this refined approach leading to success was NuvoAir’s collaboration with Islington GP Federation. By leveraging its strengthened value proposition, the company effectively demonstrated its impact, securing a strategic partnership that expanded its reach and adoption within the NHS.
As part of the collaboration, NuvoAir’s home spirometry assessment is being made available to 18 GP practices across Islington. There is a particular focus on capturing individuals who have been previous non-attenders for spirometry, children and young people and those with an unclear respiratory diagnosis. The experience and health outcomes of these individuals will be tracked to better understand the impact of the assessment on their diagnosis, disease control and sense of empowerment over their health.
We were impressed by the impacts and opportunity presented to us by NuvoAir to accelerate respiratory diagnosis in Islington. We look forward to collecting data together on the health outcomes and ease of access for individuals across a number of GP practices in the area.
Moving forward
NuvoAir’s experience during the DigitalHealth.London Accelerator highlights the power of strategic support and clear communication in driving business growth in the digital health sector. By focusing on a structured communication strategy, the company was able to make targeted improvements to optimise the impact of its product.
Through the Accelerator, NuvoAir has not only redefined its value proposition but also laid the foundation for sustained success in an evolving healthcare landscape. The company is excited to continue this journey, leveraging its refined messaging to create lasting impact in respiratory health.
Learn more about NuvoAir by visiting their website and connecting on LinkedIn.
NuvoAir is part of cohort 8 of the DigitalHealth.London Accelerator programme.
The DigitalHealth.London Accelerator programme is funded by the UK Government via the UK Shared Prosperity Fund (UKSPF). It is delivered by the Health Innovation Network (HIN) South London in partnership with the Office of Life Sciences, CW+, Medicity, NHS England, the Mayor of London and the Levelling Up Fund.
For more information, please visit https://www.gov.uk/government/publications/uk-
shared-prosperity-fund-prospectus.
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