Advanced Strategic Management – mHealth

[Advanced Strategic Management]

Contentss

Contentss

Introduction

The Context and its Managerial Questions

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Stakeholder Map Analysis

A Discovery Driven Strategy

Virtuous Cycles via a Discovery Driven Strategy

Product-Market Fit

Customer Segment

Customer Jobs

Customer Strivings

Customer Additions

Value Proposition

The Hook Canvas

Gun trigger

External Gun trigger

Internal Gun trigger

Action

Wages

Investing

Introduction

As been discussed in assignment 2, we decided in our concluding undertaking to research the concern theoretical account and the winning scheme for a startup in the mHealth concern. We identified 3 chief countries for mHealth to be investigated: Wearable, Mobile App and BigData.

In the first assignment, I discussed the concern theoretical account for a typical mHealth Mobile app. The most of import portion of a successful nomadic app in general and specifically in mHeatlh app is client battle. In this assignment, I will research and discourse the characteristics and the theoretical account that increase client battle and construct a victorious echo-system for the whole platform.

As mHealth is traveling quickly and alterations in that sphere is aggressive, we decided to utilize the thin startup and find attack. That means minimal market research will be used and a more experimental and thought proving attack will be used alternatively. This discovery/incremental attack will give the statup the legerity needed to maneuver its scheme as needed and faster clip to market every bit good.

The cardinal facets of the concern theoretical account that will be discussed are Value Propositions and Customer Segments.

The Context and its Managerial Questions

The job I am seeking to work out is that despite higher nomadic incursion rates across the universes, the usage of nomadic engineerings in health care is still behind expected rates and consumer outlooks. mHealth stands at a important inflexion point with a large potency to play a important function in the health care. From consumer point of position, mHealth is more convenient and can take to cut down physician visits and hence cost.

From assignment 2, there are current and promising potency for mHealth nomadic app among both inveterate ill so fittingness and health witting people. These 2 client sections contribute to about 60 % of the entire mHealth Mobile users ( research2guidance, 2014 ) . The chief challenge was how the concern theoretical account and/or scheme will increase consumer acceptance and battle. The cardinal success factor for a mHealth startup was constructing the eco-system that thrust users to be engaged and locked-in.

Stakeholder Map Analysis

Before discoursing the schemes, allow us foremost plot the current stakeholder for such mHealth application on a stakeholder map harmonizing to their involvement and influence. The stakeholders are: Chronically ill patients, Fitness & A ; Wellness Conscious People, Physicians, Hospitals, pharmaceutical Companies and Government entities. The cardinal result from this map analysis is: inveterate ill patients are the cardinal participant nevertheless the mHealth solution should run into the demands and specifications of both doctors and authorities ordinances entities. The pharmaceutical companies on the other manus will be interested on both informations and advertizements and should be considered.

A Discovery Driven Strategy

For a startup in mHealth markets a typical fixed scheme and planning will non be suited nor realistic. mHealth market is extremely unsure, complex and fast-moving. A find driven attack ( Rita McGrath ) will be adopted as a suited attack for such a turbulent and changing environments. Unlike conventional schemes that emphasize analysis, schemes that aim to detect and work new theoretical accounts must prosecute in significant experimentation and larning i.e. a ‘discovery driven, ’ instead than analytical attack. These schemes are about penetration, rapid experimentation and evolutionary acquisition every bit much as the traditional accomplishments of planning and executing.

Virtuous Cycles via a Discovery Driven Strategy

A find driven attack can be adopted to bring forth a virtuous rhythms. Virtuous rhythms ( Ramon Casadesus-Masanell & A ; Joan E. Ricart, HBR 2011 ) will be a really effectual manner for the mHealth startup for both discover and experiment the concern theoretical account and its scheme. This is besides aligned the thin startup method of developing merchandises by Eric Ries ( 2011 )

As the chief mark is to construct a sufficient client base to prolong gross and increase bargaining power over other stakeholders, mHealth services should be offered as freemium services to drive and pull client base that is in bend addition the startup bargaining power and gross every bit good. The right diagram exemplify how the virtuous rhythms can assist the startup. This sort of concern theoretical account requires experimentation which requires initial investing to get down this rhythm.

This is a typical virtuous rhythm that is been used by most of others in the market. The challenge for the startup so is to rapidly make and capture more value than others in the market do. For such a state of affairs it’s tough to cognize which concern theoretical account will make good unless uniting a find driven scheme during this virtuous rhythm.

There are some cardinal drivers to kick-start this virtuous rhythm. One of these drivers is what free mHealth characteristics to be offered that will successfully turn to consumer strivings. For this, Osterwalder Pain/Gain theoretical account will be used to plan the value proposition. I would utilize besides the Hook Canvas by Nir Eyal as a complimentary theoretical account to the Osterwalder Pain/Gain to undertake the point from different angles.

Product-Market Fit

The intent of the product-market fit analysis to ease in planing Value Propositions that match Customer ‘s demands.

Customer Segment

The inveterate sick patients section will be sliced even more. Equally long as we are concentrating on patients section with chronic diseases, a separate job/app/features for the top 4 chronic diseases will be created. Harmonizing to Centers for Medicare & A ; Medicaid Services ( www.CMS.gov ) , conditions such as high blood force per unit area, high cholesterin, arthritis and diabetes were extremely prevailing. The most common chronic conditions among Medicare donees were:

  • High blood force per unit area( 58 % )
  • High cholesterin( 45 % )
  • Arthritis( 29 % )
  • Diabetess( 28 % )

The undermentioned chart from Statista mHealth Dossier. It shows the top drivers for mHealth acceptance among patients. These drivers will assist in constructing both product-market tantrum and HooK canvas.

mHealth value proposition in general is towards better health care utilizing convenient channel and advanced solutions. For the intent of this assignment, high blood force per unit area section will be used. There should non be cardinal differences on the overall scheme for other chronic conditions.

Customer Jobs

Customer Job ( s ) is about what high blood force per unit area patients is seeking to acquire done utilizing the proposed mHealth platform. It is chiefly about how they are presently manage their status.

Question

Answer

Significance

Frequency

What functional occupations are you assisting your client acquire done?

  • Log HBP Readings
  • Get Feedback & A ; Recommendations
  • Communicate with his physician
  • Reduce costs
  • Reduce Visits

High

High

What societal occupations are you assisting your client acquire done?

  • Bing Healthy

High

Master of education

What emotional occupations are you assisting your client acquire done?

  • Feel good/safe
  • Minimize Worry

High

Master of education

What basic demands are you assisting your client satisfy?

  • Need for Care

High

Master of education

Customer Strivings

Pain is more about negative feelings, costs and hazards that High blood force per unit area patients could see before and after or even during acquiring the occupation done.

Question

Answer

Intensity

What does client happen dearly-won?

  • Time to log it on paper
  • Consultation Cost
  • Searching Cost for Advise & A ; Recommendations

High

What makes them experience bad?

  • Frustration
  • Concern

Master of education

How are current solutions under-performing?

  • Inconvenient ( Not simple plenty )
  • Lack of recommendation & A ; Advise
  • No Web Interface ( Cloud )

High

What are the chief troubles and challenges that client brushs?

  • Understand and justice Readings
  • Keep readings history to pass on it with physicians

Master of education

What negative societal effects does client brush or fright?

  • Bing socially inactive with household
  • Loss of trust

Master of education

What risks does client fright?

  • Serious medical effects ( Heart Attack, Kidney failure… )

High

What common error does client do?

  • Forget prescription
  • Not logging readings
  • By-pass physician visits
  • Confused about what to eat and what non

What barriers are maintaining client from following solutions?

  • Simplicity & A ; Convince
  • Learning curve
  • Bing a wont

High

Customer Additions

The client additions are about the expected and unexpected results from utilizing the mHealth solution.

Question

Answer

Relevance

Which nest eggs would do client happy?

  • Money ( Reducing Visits )
  • Time ( Reducing Visits )
  • Effort ( Logging Readings )

significant

What outcomes does client anticipate and what would travel beyond his/her outlooks?

  • Simple and convenient manner to log readings
  • Giving Advise/Coaching/Recommendations will be a delight characteristic
  • Web Interface ( Cloud ) will be a delight characteristic
  • Communities will be a delight characteristic

significant

What positive societal effects does your client desire?

  • Sense of belonging
  • Sense of Care
  • Bing Healthy and Self-Control

Less

Significant

What are clients looking for?

  • Good and Intuitive Design
  • Communicate their readings with Doctors

significant

What would increase the likeliness of following a solution?

  • Free
  • Simple and Convenient
  • Viva-voce
  • Positive reappraisals

significant

Value Proposition

Giving the above client section hurting, addition and occupations, the value proposition of the blood force per unit area mHealth platform will be to alleviate these strivings, create addition and present the client occupation in a convenient manner.

The Hook Canvas

The above figure illustrates the hook canvas theoretical account by Nir Eyal. The intent of this theoretical account is to increase client battle through 4 major stairss: Gun trigger, Action, Reward and Investment. The cardinal construct of the hook canvas is to attach users through the most powerful force that is “Habit” . Patients with chronic conditions/diseases are already formed a day-to-day wont of taking measurings, log it, taking prescriptions and follow up with their doctor. This client section are the most ready section to organize a wont by utilizing a convenient mHealth nomadic app. The inquiry will be, what will be the scheme for each measure to organize a wont of utilizing the mHealth nomadic app and increase client keeping. Forming client wont better concern results through:

  • Increase client life-time value
  • Provide pricing flexibleness
  • Reduce client churn and increase keeping
  • Increase a business’s defensibility

Gun trigger

Understanding the HBP client can assist drive and organizing the coveted wont of utilizing the mHealth platform. There are 2 types of triggers: External and Internal.

External triggers as the name imply is any event like presentments, reminder, button… Whereas internal triggers are initiated within the user as a factor of their perceptual experience or emotional position. Negative emotions is considered a really powerful trigger compared to positive emotions.

External Gun trigger

Nir explains that effectual triggers are timely, actionable and stimulate wonder. In the HBP mHealth platform, the external triggers can be electronic mails and presentments. Additionally, the more closely the external triggers to the internal 1s the more it become effectual. These type of external triggers include reminders for taking the steps at specific/ideal times. These external triggers are timely, actionable and can excite wonder by inquiring specific inquiries to the patients sing their manner, diet, weight… Family members and friends can be external triggers as they are care about the wellness of the HBP patient.

Internal Gun trigger

Internal triggers are powerful than the external 1s. Internal triggers can be stimulated by clip and the footing of organizing a wont. Negative emotions triggers should be emphasized here. Negative emotions like fright of bosom onslaught, lose occupation, off from household should be linked to the platform.

Action

Gun triggers should actuate people to take actions through the platform, actions so should be every bit simple as possible to follow more client. Technology and/or merchandise must significantly cut down the stairss to finish the measurement undertaking to increase acceptance rates. This can be achieved by a really simple, intuitive and convenient user interface to come in the measurings. A research in this country is indispensable. A really interesting topographic point is http: //coglode.com/ . This where a one can get down leverage cognitive cutoffs to originate simplistic actions.

Wages

“Variable wagess seem to maintain the encephalon occupied and supplying an chance to works the seeds of new wonts, ” says Nir Eyal. Wagess can be categorized into three type – folk wagess, Hunt and ego.

  • Tribe wagess can be best achieved through comparing the measurings with others in the same conditions ( Age, Sex, Weight… ) and give the users a sense of ego advancement and accomplishments compared to others.
  • Hunt wagess can be achieved by supplying publicities in prescriptions, physician audiences and price reduction for assignments.
  • Self-rewards can be achieved by supplying ends and advises to accomplish these ends. The ends can be take downing blood force per unit area through diet, exercising, choler management… This will give the users a sense of accomplishment and advancement towards their personal ends.

Investing

Nir describes investing as future wagess that makes the following action more likely. Users can put in clip, money, attempt, content, personal informations, societal capital or even emotional committedness.

Investing is the thing that warrant clients lock-in and keeping. Additionally, investing characteristics in the mHealth platform will protect the imitator from challengers and give a competitory advantage that can non be replicated.

  • Cloud information is one of the characteristics that will give the users a sense of investings. Historical readings and user actions will be saved on the cloud and the more the users use the platform the more investing in footings of personal informations.
  • Social characteristics like communities, remarks, likes… are besides can be seen as an investing from the users’ point of position. Users can non exchange to other applications and disregard their relationships and their history that has been built already.

Traversing the Chasm

In 1991 Geoffrey A. Moore argued that there is an bing spread between early adoptive parents of any new engineering and the mass market. He explained that new constructs and engineering get pulled ab initio by early adapters so fail to acquire the attending of the mass market. This sort of state of affairs is extremely applicable for the mHealth platform desired. There should be a scheme or at least initial idea about how we can take such a startup and engineering and traverse the chasm to the mass market where the existent money is.

The scheme will be chiefly:

  • Focus on early adapters and to choose a specific client section ( High Blood Pressure Patients ) instead than all inveterate sick patients. These early adapters should be delighted as possible to the word of oral cavity will assist traversing the chasm
  • Selling ballyhoo play an of import Role here. How selling will traveling to place the platform is really important. The placement should be alone and concentrate on societal and emotional facets every bit good
  • Reward and delectation characteristics will pull conservative people in the mass market

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