3.
DEFINING NETWORK USERS DMGT 720 OL DESIGN INNOVATION DEVELOPMENT AND MARKETING STRATEGIES Professor: Hilary Mobed Collins GROUP 1 John Colon My Giang Neyane Daniel Natalie Martin-Wells DMGT720 | GROUP 1 | 44
USERS INTERVIEW / INTERVIEW QUESTIONS DEVELOPMENT Introduction
Primary Research Discussion Guide Autoimmune Disease Patients:
Interview questions were developed based on the 3 primary users group: Autoimmune Disease Patients Family and Friends of Autoimmune Disease Patient
Demographics Name: Age: Gender: Occupation: Diagnosis/Condition Name(s) To your knowledge, does autoimmunity run in your family?
Discovery of Condition 1. Did you ever suspect autoimmunity, or was your diagnosis more of a surprise? MEdical Professionals working with 2. When were you diagnosed? 3. How old were you at the time of your diagnosis? Autoimmune Disease 4. Who diagnosed you? Patients (including 5. How long did it take for you to receive an Nutritionist) accurate diagnosis? 6. Where you ever misdiagnosed prior to receiving the correct diagnosis, and if so, with what?
Support 1. Who have you shared your condition with? 2. How well would you say those closest to you understand your condition? 3. Do you know of or regularly speak with anyone with an autoimmune condition? 4. Do you feel that you have the support you need beyond medical support? 5. Have you ever utilized an autoimmune support group either on or offline? 6. Describe your ideal autoimmune support system. 7. What do you wish those closest to you knew about your condition and/or autoimmunity? 8. What do you wish you knew or were told when you were first diagnosed? 9. How have you leveraged technology along your autoimmune journey? 10. How do you feel social media has impacted your autoimmune journey?
Details of Condition How would you define your condition? How well would you say you understand your condition? What are your primary symptoms? Do you feel that your condition is well managed? If “yes”, how do you feel you got to this point? If “no”, why do you feel this is the case? DMGT720 | GROUP 1 | 45
USERS INTERVIEW / INTERVIEW QUESTIONS DEVELOPMENT Introduction
Primary Research Discussion Guide Family and Friends of Autoimmune Disease Patients:
Interview questions were developed based on the 3 primary users group: Autoimmune Disease Patients Family and Friends of Autoimmune Disease Patient
Demographics Name: Age: Gender: Occupation: Relationship to autoimmunity and name(s) of condition(s) Diagnosis/Condition Name
Support and Education 1. How well would you say you understand the condition and what do you know about it? MEdical Professionals working with 2. How open are the people with whom you have a relation to autoimmunity about their condition? Autoimmune Disease 3. How would you define the support you give? Patients (including 4. Do you wish to be more informed about Nutritionist) autoimmunity, and how so?
DMGT720 | GROUP 1 | 46
Medical Professionals Working With Autoimmune Disease Patients (Including Nutritionist) Demographics Name: Age: Gender: Occupation and length of time in the field: Names of conditions you treat: Support and Education 1. How well would you say many of your patient understand their condition? 2. How do you offer support to your patients? 3. Do you ever recommend support groups to your patients? 4. What would you like family and friends of autoimmune patients to know? 5. What is the link between nutrition and autoimmune diseases? 6. What are the main concerns/questions from patients and their peers during consultations?
PERSONAS
DMGT720 | GROUP 1 | 47
PERSONAS
DMGT720 | GROUP 1 | 48
PERSONAS User Interviews Research
PHOTO
Name:
Mary Chattsworth
Age:
52
Location:
Portland, OR
Profession:
Social Worker
Areas of Interest:
Thyroidism
Connections:
Mother has recently been diagnosed
Notes:
Mary has worked as a social worker for over ten years. She has a close relationship with her mother who lives in a retirement home within a 15 minute drive of where she lives herself. Her mother was recently diagnosed with a thyroid disorder and Mary would like to learn more about the condition so that she can better help her mother as she learns how to live with it.
Name:
Steve Garret
Age:
45
Location:
Passadena, CA
Profession:
Facilities Engineer Manager
Areas of Interest:
Graves Disease
Connections:
Wife has been diagnosed with Graves disease for 12 years
Notes:
Steve has a high pressure job working for the Jet Propulsion Laboratory in Passadena. His wife, Julie, has been diagnosed with Graves disease for over ten years. Because of Steves job requirements, he feels like he is not able to support his wife as much as he would like. He wishes to gain access to professional information so that he can better support Julie and be able to look up information quickly as well as be part of an understanding community.
DMGT720 | GROUP 1 | 49
EMPATHY MAP What’s it like to have that much energy?
I want to live a happy and active life.
I wonder if they can tell I feel sick today.
I want control of my health
THINK AND FEEL
You seem a little off today...
Meal plans advertised as cures
I don’t know how to help you.
Healthy and pain-free people
You look fine to me.
HEAR
SEE
I know someone with that. They did “X”, and they’re cured!
SAY AND DO You’re sick again??
Supplements
Things and activities to avoid
Has regular and frequent blood work and medical appointments Research treatments and remedies
Make healthy choices
I won’t stop living my life. I’ll just be more mindful.
PAINS
GAINS
• Wants to have a complete understanding of their condition(s)
• Wants to be symptom free/in remission
• Fears they will never feel well
• Wants to have daily life and tasks not impacted
• Wants to be understood by those close but not feel like a burden
AUTOIMMUNE DISEASE PATIENTS DMGT720 | GROUP 1 | 50
EMPATHY MAP I hope they feel okay today
I wonder if i’m doing enough I wish there was more I could do
I want them to feel well
THINK AND FEEL
I’m just really tired today You don’t understand
Medical journals and articles I’m fine
HEAR
SEE A loved one in pain sometimes, but keeping up
There’s nothing you can do
SAY AND DO
Thank you for listening
Research treatments and remedies
Lend a listening ear
I’m hear for you. What do you need, and how can I help?
PAINS
GAINS
• Wants to have a complete understanding of the condition(s)
• Knowing how to help a loved one when necessary
• Fears their loved one will never feel well
• Being sensitive to needs and limitations
• Wants to be a complete support system to their loved one
FRIENDS & FAMILY OF AUTOIMMUNE DISEASE PATIENTS DMGT720 | GROUP 1 | 51
EMPATHY MAP Will this treatment plan help?
Is this right for this specific patient?
Is this patient committed?
THINK AND FEEL
Many outdated views on autoimmunity
Is there anything more that can be done? I just don’t feel like i’m getting better.
HEAR
SEE
Many new approaches to autoimmunity
I heard that “X” can cure me...
Worried and confused patients
SAY AND DO
Check in with patients through frequent appointments I want my patients to understand what is going on with their bodies and to be a part of the wellness journey
PAINS
GAINS
• Patients not curious enough about their condition
• Patients able to live happy and healthy lives
• Patients looking for a “one size-fits all” cure
• Wants patients to be as symptom free as possible
AUTOIMMUNE DISEASE PATIENTS DMGT720 | GROUP 1 | 52
USERS INTERVIEW / AFFINITIZING
All the interview information and data were posted on the working wall. We began our analysis using post-its of important quotes/ information/ data from each of our interviews. Immersed in this data, we grouped and regrouped the ideas to discover the categories emerged: I feel alone Lack of understanding among those closest Factors that affect one’s self image Lack of understanding between doctors and patients Family feel they are not supportive enough and wish they could do more.
DMGT720 | GROUP 1 | 53
USERS INTERVIEW / INSIGHTS The affinitizing process, as well as the individual interviewing expereinces, informed many insights which we incorporated into our content and marketing strategies.
I feel alone
Factors that affect one’s self-image
These diseases are chronic (there is no cure), and the effectiveness of treatment is unpredictable. A common theme that emerges among people living with an autoimmune disease is the feeling of being alone with their illness. Feelings of low self-esteem, sadness, and even depression are commonly experienced by people living with autoimmune diseases. They feel like they couldn’t share it with anyone else.
Through the data collected from the interview, we found out that patients are concerned about increasing physical dependency and reliance on others, hospitalization, the effectiveness of treatment, pain, finances, and the ability to support one’s self and one’s family. These patients need a good social and emotional relationships and support systems that can help them maintain a positive self-image.
Lack of understanding among those closest Not only the patients themselves but also their family members/ friends admit that there is a lack of understanding about their experiences and an unwillingness to learn more about their illness or confusion about how to go about understanding and learning more. A new social network has to take this into consideration in order to create sympathy and decrease the feelings of isolation and loneliness of the patients. DMGT720 | GROUP 1 | 54
Lack of understanding between doctors and patients During the interview, we found out, sometimes, doctors have just as much trouble identifying certain disorders and conditions as their patients as a lot of symptoms are nonspecific and variable, depending on the person, especially with autoimmune diseases. Some patients spend years or even decades suffering from treatable maladies. Moreover, many patients complain their doctors don’t take their fatigue seriously. The new social network has to focus on the content for the knowledge sharing purposes. The content needs to be updated constantly to connect doctors with patients.
The family feels they are not supportive enough and wish they could do more. Some family members ignore the disease. Some experience many of the emotional reactions that the person with an autoimmune disease does. Even though the majority of the family members of those with the diseases try to be supportive, however, they may feel that they’re unable to provide the practical or emotional support needed. A new social network should provide tips/advice or coping strategies that the person with the autoimmune disease uses to deal with the condition, to family members.
USERS INTERVIEW / HOW MIGHT WE
Differentiate Social networks for Autoimmune Diseases from existing networks? Provide content that is accessible and inviting for a wide variety of users? Develop content that speaks to both the professional and personal lives of users? Create value for diverse users with differing expectations? Create a sense of supporting community for those with autoimmune diseases? Express the connections between patients, doctors with people without autoimmune diseases?
DMGT720 | GROUP 1 | 55
SURVEY DEVELOPMENT Research User Survey
SURVEY DEVELOPMENT
The surveys were built based off of a discussion guide created for our user interviews. We started by identifying our primary user groups: Patients with autoimmune conditions, family and friends of those with autoimmune conditions, and medical professionals. Questions were created based on some of the key points of our concept: support and education. Basic demographic information was gathered, and information regarding the patients’ journeys and their condition were gathered as well to gain insight into their experiences, needs, and desires. Several surveys were created, one for each user group, all with the goal of gaining various perspectives and insight into how a holistic digital support network might be created to best support those with autoimmune conditions.
DMGT720 | GROUP 1 | 56
SURVEY DEVELOPMENT / SURVEY QUESTIONS Research User Survey
SURVEY QUESTIONS By User Group Autoimmune Patient/ Patient Story
Autoimmune Patient/ Social Network Discovery
1. What autoimmune condition(s) do you have, and how would you define it/them? 2. What are your primary symptoms, and how does they (or autoimmunity in general) impact your day to day life? 3. How did you find out about your condition(s), and how long did it take to receive a diagnosis? Describe in detail the discovery journey of your condition. 4. Do you feel that your condition is well-managed? If “Yes”, please describe how you feel you got to this point. If “No”, why do you feel this is the case? 5. How well would you say those closest to your understand your condition, and what do you wish they knew or understood more? 6. What do you wish you knew or had been told when you were first diagnosed?
1. What is your age and gender? 2. What is your occupation? 3. Please list your diagnosed autoimmune condition(s) 4. What types of medical professionals do you see to help with the treatment of your condition(s)/disease(s)? 5. How would you rate your understanding of your condition(s)/ disease(s)? I do not feel informed and/or understand my diagnosis. I get the general idea, but I don’t know what to do. I understand but am always seeking more clarity. I feel fully informed and understand my diagnosis 6. How do you learn more and stay up to date on information and news about your condition(s)? Online health journals and websites Forums and blogs Seminars and webinars led by healthcare professionals I rely on my medical team to keep me up to date and informed. Other (please specify) 7. Do you feel that you have the desired and necessary support beyond that of medical professionals (ie. emotional)? Yes It could be better No
8. Do the medical professionals you see for your autoimmune diagnosis ever recommend or offer support beyond that of medical support? (Yes/No) 9. Have you ever utilized an autoimmune support group, either on or offline? Yes, and I found it beneficial Yes, but I did not find it beneficial No, but I think this might be beneficial No, and I am not interested in one 10. Please describe in detail your ideal autoimmune support system (this may include technology or no whatever would work best for you!)
DMGT720 | GROUP 1 | 57
SURVEY DEVELOPMENT / SURVEY QUESTIONS Research User Survey
SURVEY QUESTIONS By User Group
DMGT720 | GROUP 1 | 58
Medical Professionals
Loved ones (Family/Friends) of Autoimmune Patient
1. What is your age and gender? Male, 18-30 Male, 31-40 Male, 41-50 Male, 51+ Female, 18-30 Female, 31-40 Female, 41-50 Female, 51+ 2. What is your occupation and length of time in your profession? 3. What are the names of the conditions you treat? 4. How well would you say many of your patients understand their condition? 5. What do you wish more patients understood about autoimmunity? 6. How do you offer support to your patients? 7. Do you ever recommend support groups to your patients? 8. What would you like family and friends of autoimmune patients to know about autoimmunity?
1. What is your age and gender? Male, 18-30 Male, 31-40 Male, 41-50 Male, 51+ Female, 18-30 Female, 31-40 Female, 41-50 Female, 51+ 2. What is your occupation? 3. What is your relationship to someone with autoimmunity, and what condition(s) do they have? 4. How well would you say you understand the condition(s), and what do you know about it? 5. How open are the people with whom you have a relation to autoimmunity about their condition? 6. How would you define the support you give to someone dealing with autoimmunity, and do you feel it is enough? 7. Do you wish to be more informed about autoimmunity? If “Yes”, why and how so? If “No”, why not?
USERS SURVEY / RESEARCH ANALYSIS / INSIGHTS Research User Survey
RESEARCH ANALYSIS/ INSIGHTS Survey Results The surveys we created were available for approximately one week. After we determined that we had gathered sufficient data, we closed the survey with various unique respondents from 3 surveys created for 3 specific users group. In order to analyze the data, our group downloaded the data and scanned it for trends, sorted the data digitally. From there, we broke down the survey for discussion and trends exploration.
Supporting from medical professionals seems to be an issue while 80% of patients agree that the medical professionals they see for autoimmune diagnosis don’t recommend or offer support beyond that of medical support. Patients admit that they enjoyed the Facebook groups that they participated in more than they would any in-person group. They like having a disease-specific group but also love broader chronic illness group specifically.
From Data to Insights
Insights from the first tier of analysis are detailed below:
80% patients can define their symptoms. Those who suffer from the autoimmune diseases said the autoimmunity in general impact their day to day life.
From the Creating A Social Network For Autoimmunity: Discovery and Patient Story Survey, 100% patients seek help from the doctors with the treatment of their condition(s)/disease(s).
10% of patients don’t feel like their condition is well managed.
It was a surprise that 60% of patients feel fully informed and understand their diagnosis. 20% get a general idea but don’t know what to do and 20% understand but always seek more clarity. 40% of patients learn more and stay up to date on information and news about their condition(s) from Forums and blogs. Another 40% rely on the medical team and 20% seek information from online health journals and websites.
90% of patients felt alone as they claimed those closest to them couldn’t understand their condition. They wish their loved ones would know or understood more about what they are going through and suffering. 50% of family members/ friends of autoimmune disease patients feel like they don’t give enough support.They seem more open to those type of patients and try to learn more about the condition continuously. 100% of family members/ friends of autoimmune disease patients wish to be more informed about autoimmunity so that they be a supportive parent more so. DMGT720 | GROUP 1 | 59
INSIGHT MAP / INFORMATION RESOURCES
Autoimmune Blogs/ Forums Online Journals Family of autoimmune patients
Medical professions
Internet
Family of autoimmune patients
DMGT720 | GROUP 1 | 60
INFO SOURCES
Doctors
“Experts”
Friends with Autoimmue Diseases
INSIGHT MAP / TOPICS OF INTEREST
DMGT720 | GROUP 1 | 61
FOnce we conducted and affinitize our interviews and survey data, we worked to understand and gain more of an insight into this information by creating a working wall. This allowed us to recognize trends and similarities between results and create user persona’s based on this information. The three persona groups were able to identify, and manifest were, Patient, Medical Professional, Loved One. For each persona we were able to split it into two distinct identities.
RESEARCH CONCLUSIONS
DMGT720 | GROUP 1 | 62
Patients
Looking for information or support regarding their Auto Immune condition
Medical Professionals
Able to communicate up to date information to patients, saving time and making processes easier. Reliable source.
Loved Ones
Feels like they are not able to support their loved one as much as they would like, due to a lack of knowledge and understanding.
Within these persona’s there are several sub-groups. This sub-groups are due to a wide variety of Auto Immune conditions which means the scale and number of symptoms, greatly differ from person to person, and a differing type of information is required. Medical Professional’s also vary depending on expertise and subject matter, and loved ones, due to their relationship to the patient and the support desired by them. Through our interview results and the creation of our persona’s, we were able to identify these sub-groups and will better be able to target our social medial solution towards them.
Use Social Media Facebook and other social media sites that patients and others are utilizing for support groups and information would be a great place to begin reaching patients with autoimmune conditions specifically. Members of our social network could post stories on an Instagram account associated with our network.This would humanize autoimmunity and encourage others to reach out and join for support and information as well.
MARKETING STRATEGIES
Leveraging Influencers There are many bloggers, writers, and general influencers in this space - most either medical professionals or people with autoimmune conditions themselves - regularly sharing information, stories, and reaching others dealing with autoimmunity. Partnering with these individuals is a great way to reach autoimmune patients and those who follow these influencers to learn about how to support those patients. Major influencers in this space might include: Izabella Wentz, PharmD, FASCP, Christine Miserandino (creator of “The Spoon Theory”), Nutritionist and social media health advocates and foodies that regularly interview those dealing/dealt with autoimmunity and experienced positive results, and Joe Cross (of “Fat, Sick, and Nearly Dead”, has lived with autoimmunity, is in remission)
Search Engine Optimization Once our website and social network is up and running, figuring out a way to optimize search so that users can easily reach us rather than swimming through a sea of results and other websites will be key.
Utilize Email Marketing Having people subscribe to our social network and receive email updates is a great way to keep people in the loop, and an offer to sign up for these emails can be easily embedded in other websites these users are likely to visit. This can easily be forwarded on to others who might be interested and help to spread the word quickly. DMGT720 | GROUP 1 | 63
UPDATED WORKING WALL
DMGT720 | GROUP 1 | 64
UPDATED GANTT CHART Building a Social Network Project
TEAM MEMBERS
John C, Neyane D, My G, Natalie M
DMGT 720 - Design Innovation Development and Marketing
DATE
3/26/18
TASK TITLE
TASK OWNER
START DATE
DUE DATE
DURATION
PCT OF TASK COMPLETE
WEEK 1 M
T
W
R
WEEK 2 F
M
T
W
R
WEEK 3 F
M
T
W
R
WEEK 4 F
M
T
W
R
WEEK 5 F
M
T
W
R
WEEK 6 F
M
T
W
R
WEEK 7 F
M
T
W
R
WEEK 8 F
M
T
W
R
WEEK 9 F
M
T
W
R
WEEK 10 F
M
T
W
R
F
Process Book Input and Update Process Book, weekly
My
3/26/18
5/13/18
47
Working Wall update
Team
3/26/18
5/13/18
47
14%
Word Document Summary
NeYane
3/26/18
5/13/18
47
100%
Gantt Chart Update
Natalie
3/26/18
4/30/18
34
14%
2x2 Analyses or Axis Chart
John
3/26/18
4/1/18
5
100%
Segment Matrices
NeYane
3/26/18
4/1/18
5
100%
SWOT Analyses
My
3/26/18
4/1/18
5
100%
Different-and-Good Chart
Natalie
3/26/18
4/1/18
5
100%
18%
Network Analysis
Network Design Development
0
Contextual Analysis (Three)
Team
4/2/18
4/8/18
6
100%
Competitor Analysis (Three)
Team
4/2/18
4/8/18
6
100%
Document info on Working Wall
NeYane
4/2/18
4/8/18
6
100%
Design Stratagy Outlining Network
NeYane
4/2/18
4/8/18
6
100%
Project Updates
Team
4/2/18
4/8/18
6
100%
Chart Updates
Team
4/2/18
4/8/18
6
100%
Create Surveys
NeYane
4/9/18
4/10/18
1
100%
Diseminate Surveys
Team
4/10/18
4/11/18
1
100%
Document Surveys, results, interviews and observations
Team
4/12/18
4/12/18
0
100%
Create Empathy Map
NeYane
4/12/18
4/13/18
1
100%
Create Two Personnas (per group)
Team
4/12/18
4/13/18
1
100%
Document User Analysis
My
4/12/18
4/14/18
2
100%
Update Working Wall
NeYane
4/14/18
4/15/18
1
100%
Update Gantt Chart
Natalie
4/14/18
4/15/18
1
100%
Build a Business Canvas for two leading networks
John
4/16/18
4/18/18
2
0%
Document Findings
My
4/18/18
4/18/18
0
0%
Compare and Contrast Findings
Team
4/19/18
4/19/18
0
0%
Provide Recommendations for Improvments of Weakest Model
Team
4/20/18
4/20/18
0
0%
Update Working Wall
Neyane
4/20/18
4/20/18
0
0%
Update Gantt Chart
Natalie
4/20/18
4/20/18
0
0%
Business Model
John
4/23/18
4/25/18
2
0%
SWOT Analyse
My
4/23/18
4/25/18
2
0%
4/23/18
4/25/18
2
Defining Our Network Users
Competitor Research and Analysis
Business Model Generation
Summary of Results, Recommendations for Max Strengths and Min Weakness
My
Video Pitch of Network
NeYane and Natalie
4/23/18
4/27/18
4
Update Working Wall
NeYane
4/27/18
4/27/18
0
0%
Update Gantt Chart
Natalie
4/27/18
4/27/18
0
0%
0% 0%
Defining User Needs Create empathy maps for all of the personas
Natalie
4/30/18
5/3/18
3
Document your findings Word Doc
John
4/30/18
5/2/18
2
0%
Document info on Working Wall
My
5/3/18
5/4/18
1
0%
Update Working Wall
NeYane
5/4/18
5/4/18
0
0%
Natalie
5/4/18
5/4/18
0
0%
5/11/18
4
0%
Update Gantt Chart
0%
Prototyping and Brand Development 5 Minute Presentation Video
Group
5/7/18
Update Working Wall
NeYane
5/11/18
5/12/18
1
0%
Update Gantt Chart
Natalie
5/11/18
5/12/18
1
0%
Group
5/14/18
5/18/18
4
0%
Network Sales Pitch 3-5 Minute Video Presentation
DMGT720 | GROUP 1 | 65
4.
COMPETITOR RESEARCH AND ANALYSIS DMGT 720 OL DESIGN INNOVATION DEVELOPMENT AND MARKETING STRATEGIES Professor: Hilary Mobed Collins GROUP 1 John Colon My Giang Neyane Daniel Natalie Martin-Wells DMGT720 | GROUP 1 | 64
OVERVIEW Introduction Our group started the business model generation by defining the 9 building blocks that show the logic of how a company (in this case, we examined the 2 competitors: Patient.info and Healthunlocked) intends to make money. Through the 9 building blocks, our group will be able to access information of the four main areas of a business, includes customers, offer, infrastructure and financial viability. We believe, together these elements provide a pretty coherent view of a business’ key drivers for innovation as each elements prompt consideration of a business’ full scope. Most of the definitions are found within Business Model Generation book, written by Alexander Osterwalder & Yves Pigneur.
A business model describes the rationale of how an organization creates, delivers, and captures value (Osterwalder & Pigneur, 2010).
9 Building Blocks of Business Model Canvas
1
2
3
Customer Segments
Value Propositions
Channels
4
5
6
Customer Relationships
Revenue Streams
Key Resources
7
8
9
Key Activities
Key Partnerships
Cost Structure
DMGT720 | GROUP 1 | 65
BUSINESS MODEL GENERATION HEALTH UNLOCKED
DMGT720 | GROUP 1 | 66
BUSINESS MODEL BUILDING BLOCKS BUSINESS MODEL CANVAS
BUSINESS MODEL BUILDING BLOCKS / HEALTH UNLOCKED
1
2
3
Customer Segments
Value Propositions
Channels
Customer segments is one of the most important building blocks in the business model canvas. A business model may define one or several large or small Customer Segments (Osterwalder & Pigneur, 2010).
Value propositions are created to solve customer problems and satisfy customer needs (Osterwalder & Pigneur, 2010).
Channels are defined as intermediaries through which Value Propositions are delivered to customers (Osterwalder & Pigneur, 2010). It can include wholesalers, retailers, distributors and even the internet itself. Users of Health Unlocked communicate via Blog and the site also serves as a health coverage checker.
Health Unlocked’s customer segments involved Patients, caregivers and health advocates.
Health Unlocked focuses on peer to peer (patient) interaction and creates communities by health condition. Each forums is specified by condition. The site is non commercial purposes only.
DMGT720 | GROUP 1 | 67
BUSINESS MODEL BUILDING BLOCKS / HEALTH UNLOCKED
4
DMGT720 | GROUP 1 | 68
5
6
Customer Relationships
Revenue Streams
Key Resources
Customer relationships are established and maintained with each Customer Segment (Osterwalder & Pigneur, 2010). Customer relationships of Health unlocked is maintained through personal assistance, automated services and communitis.
Revenue streams are defined as sources of revenue of a company or organization. It is a result of value propositions successfully offered to customers (Osterwalder & Pigneur, 2010). In the last 3 years, Health Unlocked generates its revenue through health promotion & advertising, surveys, research leads, interface for hospitals and institutions, premium communities and content syndication.
Key resources are the assets required to offer and deliver the Value Propositions and Revenues (Osterwalder & Pigneur, 2010). Key resources can be physical, financial, intellectual or human. The key resources of Health Unlocked includes Health Graph technology, life insurance, prescription delivery and “well doing�-Matching with therapists and counsellors.
BUSINESS MODEL BUILDING BLOCKS / HEALTH UNLOCKED
7
8
9
Key Activities
Key Partnerships
Cost Structure
Key activities are defined as key actions a company must carry out in order to fulfill its business purpose (Osterwalder & Pigneur, 2010).
Key partnerships include some activities that are outsourced and some activities that are acquired outside the enterprise (Osterwalder & Pigneur, 2010).
Cost structure is the building block represents a financial investment into the business, all the costs that a business can or will incur if it opts for a particular business model (Osterwalder & Pigneur, 2010).
There are two key activities can be found from Health Unlocked, there are electronic holistic needs assessments (eHNAs) and Point of care solutions.
Its key partnerships arePatient Advocacy Organizations (PAG), Pharmaceutical companies and Clinical Research Organizations.
Marketing, advertising, subscription service costs and assessment tool management are under Health Unlocked’s cost structure. DMGT720 | GROUP 1 | 69
BUSINESS MODEL CANVAS / HEALTH UNLOCKED Sample A
Key Partners
Sample B
Sample C
Key Activites
Key Resources
HEALTH UNLOCKED DMGT720 | GROUP 1 | 70
Cost Structure
Business Model Canvas
Sample D
Business Development / Network
Value Propositions
Customer Relationships
Channels
Revenue Streams
Customer Segments
BUSINESS MODEL GENERATION
BUSINESS MODEL BUILDING BLOCKS BUSINESS MODEL CANVAS
PATIENT.INFO
DMGT720 | GROUP 1 | 71
BUSINESS MODEL BUILDING BLOCKS / PATIENT.INFO
1
3
Customer Segments
Value Propositions
Channels
Customer segments is one of the most important building blocks in the business model canvas. A business model may define one or several large or small Customer Segments (Osterwalder & Pigneur, 2010).
Value propositions are created to solve customer problems and satisfy customer needs (Osterwalder & Pigneur, 2010).
Channels are defined as intermediaries through which Value Propositions are delivered to customers (Osterwalder & Pigneur, 2010). It can include wholesalers, retailers, distributors and even the internet itself. Patient. info communicates with its users through forums, symptoms checker and newsletter. These also act as the main communication channels between users.
Patient.info Customer Segments consist of patients, health professionals, and Organizations (as clients).
DMGT720 | GROUP 1 | 72
2
Patient.info aims to help the world proactively manage its healthcare, supplying evidence-based information on a wide range of medical and health topics to patients and health professionals. It claims to be certified to meet NHS England’s, Information Standard. It provides peer to peer interaction about conditions as the web’s leading independent health platform.
BUSINESS MODEL BUILDING BLOCKS / PATIENT.INFO
4
5
6
Customer Relationships
Revenue Streams
Key Resources
Customer relationships are established and maintained with each Customer Segment (Osterwalder & Pigneur, 2010).
Revenue streams are defined as sources of revenue of a company or organization. It is a result of value propositions successfully offered to customers (Osterwalder & Pigneur, 2010).
Key resources are the assets required to offer and deliver the Value Propositions and Revenues (Osterwalder & Pigneur, 2010). Key resources can be physical, financial, intellectual or human.
By joining in Patient.info, relationships are established and maintained by forming a community that includes patients, medical professionals, medicine directory. Users can seek help through automated customer supports system.
Patient.info generates its revenue through advertising banners and skyscrapers on the site; page display and major client partnerships.
Patient.info uses forum discussion, drug treatments, dosage instructions and side effects; index of medical information authored by professionals; information for medical professionals as its key resources. DMGT720 | GROUP 1 | 73
BUSINESS MODEL BUILDING BLOCKS / PATIENT.INFO
7
9
Key Activities
Key Partnerships
Cost Structure
Key activities are defined as key actions a company must carry out in order to fulfill its business purpose (Osterwalder & Pigneur, 2010).
Key partnerships include some activities that are outsourced and some activities that are acquired outside the enterprise (Osterwalder & Pigneur, 2010).
Cost structure is the building block represents a financial investment into the business, all the costs that a business can or will incur if it opts for a particular business model (Osterwalder & Pigneur, 2010).
Patient.info is continuing to lead the healthcare platform market by providing meaningful activities to support the patients, such as discussion forums, symptom checker, spirometry calculator, patient health questionnaire (PHQ-9), generalized anxiety disorder assessment *GAD-7), FRAX-Fracture risk assessment tool,CHA2DS2-VASc Score for Atrial Fibrillation Stroke Risk and Six-item Cognitive Impairment Test (6CIT). DMGT720 | GROUP 1 | 74
8
Patient.info is a joint venture between PIP and EMIS (Egton Medical Information Systems LTd0. Its client partnerships include Nicorette, Nivea, Diabetes UK, Spec Savers, Weight Watchers, Lilly, City of Stroke on Trent and Rocher.
Its cost structure consists of marketing, advertising, testing tool management and research.
BUSINESS MODEL CANVAS / PATIENT.INFO Sample A
Key Partners
Sample B
Sample C
Key Activites
Key Resources
Cost Structure
Business Model Canvas
Sample D
Business Development / Network
Value Propositions
Customer Relationships
Customer Segments
Channels
Revenue Streams
PATIENT.INFO DMGT720 | GROUP 1 | 75
SIMILARITIES Customer segments are nearly identical, as well as ideal. Discussion forums by condition are the primary source of peer to peer support.
DIFFERENCES
SYNTHESIS
Patient.info is utilized by some leading health organizations (ie Weight Watchers, Nicorette, other well-known and utilized brands), making up some major partnerships, boosting advertising and marketing efforts, and bringing in more users Health Unlocked’s unique resources include a holistic approach to healthcare offline, including insurance, counseling matching, and prescription delivery, easily making it more of a single support resouce as compared to other online support websites In addition to a symptom checker, Patient.info has several specific assestments and tools that patients can utilize to better understand some of their symptoms and look deeper into specific conditions with personalized results Health Unlocked’s primary partnerships are with leading health organizations, potentially feeding more condition-related and medicallybacked information to patients/community members Health Unlocked has more streams of revenue than Patient.info
DMGT720 | GROUP 1 | 76
Based on our synthesis, we determined that Patient.Info has the strongest business model and the most solid potential for long-term success. Although Health Unlocked has a closer relationship with our focus audience, their business model was identified as being the weaker of out two main competitors. This is due to Health Unlocked having fewer key partnerships, which results in a lower revenue stream, fewer advertisers and a smaller audience being reached. This therefore limits their potential for long term success and growth.
CONCLUSION
As a group we had difficulty initially identifying the strongest competitor, this was due to the varying qualities and strengths amongst our top two competitors and how closely they compared to eachother. Originally Health Unlocked appeared to be our strongest rival, due to their focus being on those patients suffering with an Auto Immune disease, which is also our primary audience. Patient.Info clearly had a stronger business model with a wider audience, larger and broader revenue streams. It was at this point that we revisited the unit description to clarify and confirm our requirements.
“Based on your synthesis, determine which model is the strongest and which has the least potential for long-term success. What could the weakest model do to bolster its design?� As the question clearly asks for us to identify which model is the strongest. By evaluating the strengths and weaknesses of our top two rivals through the nine building blocks, we could move forward with our decision in confidence, that Patient.Info has the strongest business model and the potential for greater long term success.
DMGT720 | GROUP 1 | 77
UPDATED WORKING WALL
DMGT720 | GROUP 1 | 78
UPDATED GANTT CHART Building a Social Network Project
TEAM MEMBERS
John C, Neyane D, My G, Natalie M
DMGT 720 - Design Innovation Development and Marketing
DATE
3/26/18
TASK TITLE
TASK OWNER
START DATE
DUE DATE
DURATION
PCT OF TASK COMPLETE
WEEK 1 M
T
W
R
WEEK 2 F
M
T
W
R
WEEK 3 F
M
T
W
R
WEEK 4 F
M
T
W
R
WEEK 5 F
M
T
W
R
WEEK 6 F
M
T
W
R
WEEK 7 F
M
T
W
R
WEEK 8 F
M
T
W
R
WEEK 9 F
M
T
W
R
WEEK 10 F
M
T
W
R
F
Process Book Input and Update Process Book, weekly
My
3/26/18
5/13/18
47
Working Wall update
Team
3/26/18
5/13/18
47
14%
Word Document Summary
NeYane
3/26/18
5/13/18
47
100%
Gantt Chart Update
Natalie
3/26/18
4/30/18
34
14%
2x2 Analyses or Axis Chart
John
3/26/18
4/1/18
5
100%
Segment Matrices
NeYane
3/26/18
4/1/18
5
100%
SWOT Analyses
My
3/26/18
4/1/18
5
100%
Different-and-Good Chart
Natalie
3/26/18
4/1/18
5
100%
18%
Network Analysis
Network Design Development
0
Contextual Analysis (Three)
Team
4/2/18
4/8/18
6
100%
Competitor Analysis (Three)
Team
4/2/18
4/8/18
6
100%
Document info on Working Wall
NeYane
4/2/18
4/8/18
6
100%
Design Stratagy Outlining Network
NeYane
4/2/18
4/8/18
6
100%
Project Updates
Team
4/2/18
4/8/18
6
100%
Chart Updates
Team
4/2/18
4/8/18
6
100%
Create Surveys
NeYane
4/9/18
4/10/18
1
100%
Diseminate Surveys
Team
4/10/18
4/11/18
1
100%
Document Surveys, results, interviews and observations
Team
4/12/18
4/12/18
0
100%
Create Empathy Map
NeYane
4/12/18
4/13/18
1
100%
Create Two Personnas (per group)
Team
4/12/18
4/13/18
1
100%
Document User Analysis
My
4/12/18
4/14/18
2
100%
Update Working Wall
NeYane
4/14/18
4/15/18
1
100%
Update Gantt Chart
Natalie
4/14/18
4/15/18
1
100%
Build a Business Canvas for two leading networks
John
4/23/18
4/24/18
1
100%
Document Findings
My
4/24/18
4/25/18
1
100%
Compare and Contrast Findings
Team
4/25/18
4/26/18
1
100%
Provide Recommendations for Improvments of Weakest Model
Neyane
4/26/18
4/27/18
1
100%
Conclusion
Natalie
4/28/18
4/29/18
1
100%
Update Working Wall
Neyane
4/28/18
4/29/18
1
100%
Update Gantt Chart
Natalie
4/28/18
4/29/18
1
100%
Business Model
John
4/23/18
4/25/18
2
0%
SWOT Analyse
My
4/23/18
4/25/18
2
0%
4/23/18
4/25/18
2
Defining Our Network Users
Competitor Research and Analysis
Business Model Generation
Summary of Results, Recommendations for Max Strengths and Min Weakness
My
Video Pitch of Network
NeYane and Natalie
4/23/18
4/27/18
4
Update Working Wall
NeYane
4/27/18
4/27/18
0
0%
Update Gantt Chart
Natalie
4/27/18
4/27/18
0
0%
0% 0%
Defining User Needs Create empathy maps for all of the personas
Natalie
4/30/18
5/3/18
3
Document your findings Word Doc
John
4/30/18
5/2/18
2
0%
Document info on Working Wall
My
5/3/18
5/4/18
1
0%
Update Working Wall
NeYane
5/4/18
5/4/18
0
0%
Update Gantt Chart
Natalie
5/4/18
5/4/18
0
0%
0%
Prototyping and Brand Development 5 Minute Presentation Video
Group
5/7/18
5/11/18
4
0%
Update Working Wall
NeYane
5/11/18
5/12/18
1
0%
Update Gantt Chart
Natalie
5/11/18
5/12/18
1
0%
Group
5/14/18
5/18/18
4
0%
Network Sales Pitch 3-5 Minute Video Presentation
DMGT720 | GROUP 1 | 79