Page 245 - The Design Thinking Playbook

What does the business ecosystem map of Marc and his Marc and his team live by the principle that when you are fast and innovative, you will win in this game.
start-up team look like? When designing the business ecosystem, Marc always has his eyes on the big picture. He wants to design
a system that makes it possible to establish the cycle of identification, treatment, service accounting, ver-
Marc and his team are facing an ecosystem design challenge for their ification of services, medication, and reimbursement that delivers advantages to all actors and especially
digital business model in the health record environment, which they the patients in the system.
plan to realize based on a blockchain technology.
Marc has come up with a number of basic principles to shape What are the needs of the users/patients?
his ideas for a business ecosystem. For one, he is convinced that
blockchain as a technology will break through existing boundaries Through observation and research, Marc and his team have found out a great deal about the health care
and industry-specific rules; secondly, he believes the dynamics in the system and the needs of patients. The team works with customer experience chains (see figure “Current
industries will increase. Long-established industry giants in many patient journey”), which help to explain the interactions, needs, and disruptions in the system. Linda was
segments will topple. This means there are market opportunities for a able to contribute quite a bit of important information from the point of view of an expert because she
greenfield approach on all continents as long as a country possesses knows the day-to-day hospital operation so well. Moreover, initiatives such as Google’s Deep Mind have
the necessary ICT infrastructure. shown that such systems have potential. From this, Marc inferred the core value proposition, the basis for
the further design of the ecosystem.

Current patient journey

1) 2) 3) 4) 5) 6)
The patient does not The patient selects The doctor diagnoses a The treating physician The patient continues The patient begins the
feel well. He does a doctor. The doctor disease and suggests creates the service ac- his own online treatment. The success
online research. explores the medical a treatment or sends counting and sends the research, gets informa- of the treatment is
history of the patient the patient to the next invoice to the patient tion in forums, talks to tracked through regular
and creates a “health doctor (back to 2) or the health insurer friends. Then he makes visits to the doctor.
record.” the decision for or Mobile devices, apps,
against treatment. wearables, or more
examinations and tests
support the process.

Internet forums Electronic patient Public health data Data of the service Patients, Central ecology
Social media record and medical Lab results accounting communities thinking
Research data record Genome data Social media
Research data

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