Page 246 - The Design Thinking Playbook

Who are the users/customers and actors in the business Needs of the service providers (e.g., physician):
ecosystem?
Needs of the pharmaceutical companies:
The start-up team has found various new needs from the point of • Medication and findings
view of the patients and the actors. However, the greater vision of Needs of the patient:
the team is making the health care system more efficient, not least •
on account of the weaknesses of the exclusivity of the information in • Access to data
• Ownership and control of the data
the invoices that often invites misuse. The start-up team wants to test • Completeness and currency
its initial functions on the market with patients at an early stage and • Privacy
apply the lean start-up methodology. • Availability
• Automatic analysis and comparison
Because the start-up team has the vision of improving the daily needs • Payment
of the patients and actors in the system, thoughts are also focused • Monetization of the data (in individual cases)
on the service provider and the pharmaceutical industry alongside • ...
• ...
the patients. Taking these actors in due consideration, the business
ecosystem is gradually redefined.

Where are the defined and other actors on the business eco-
system map, and which value streams are of relevance?
Medical devices
The start-up team puts the actors on the map and draws the different
value streams. This way, the “virtuous design loop” for the MVE is Integrated Government
created. delivery
systems
Patient Research and
academia
Providers
Pharmaceuticals
Electronic
Value streams health record Payers and
insurers
Genomics
Products & services
Money & credit
Information Brokers and
Intangible value plan administrators
Digital assets
Cryptocurrency
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