Page 247 - The Design Thinking Playbook

How are the different actors in the ecosystem integrated, Pharmaceutical industry
and what advantages does the system offer the actors? Is the • Better value proposition
system accepted as an “organism”? Service providers • Higher bargaining power
• Higher patient compliance
(e.g., physician)
• Lower costs—higher profit
• Personalized medicine • New relevant products and
After several iterations on the business ecosystem map, the advan- • Prevention services
• Real-time patient monitoring
tages for the three actors whom Marc and his team have in mind for • Better results
their first MVE become visible. In the simplified model representation Patient
of the ecosystem, each actor has noticeable and strategic advantag-
• Better informed and linked
es, which come about through improved interaction with the patient. Advantages • Responsible and can decide
• Better disease management
In addition, the team made a detailed analysis for each actor. The • Effective treatment
• Higher level of satisfaction
strengths, weaknesses, and opportunities and risks (SWOT analysis)
as well as the resulting advantages and the motivation for each actor
are therefore clear to the team.
How can the business ecosystem be redesigned? How do
Actor in the
Marc and his team solve the efficiency and effectiveness public health service Distributed
health data
problems in the health care system, addressing the needs of Medical record with unique Storage of structured and unstruc- Blockchain Analytics
the patients? identification and latest tured health date (encrypted and • Includes full indexed
information
digitally signed)
history with nonforgeable • Metadata is ready for
fast queries
time stamps • Data analytics allows for
A disruptive element of Marc’s team is the implementation of the • Patients have the improvement in the
right to decide what overall system by means
idea on a private blockchain for “health records.” It includes all the information is shared with of artificial intelligence
whom and for how long (AI) and machine learning
patient’s health information, and the patients decide with which Patient Index
actors they want to share health data. In addition, the data can be Treatment data with additional digital Metadata about the health record
signature for the blockchain is added and link to the original datasets
anonymized, so relevant information is filtered and knowledge about
the efficiency and effectiveness of treatments is analyzed. Knowl-
edge is created this way, and pharmaceutical studies are facilitated.
The health data contains all the relevant information that is filed in
decentralized systems. Access is through the access authorization How can Marc gradually build up the design skills in the business ecosystem and view the
of a private blockchain for which each patient has a “key.” In a next business models of all actors in all dimensions?
step, the overall system is enhanced by means of artificial intelligence
(AI) and machine learning to improve the effectiveness and efficiency In preparation of a dominant role in the business ecosystem, Marc lives the design thinking mindset and
of the health care system in the medium to long term. proceeds iteratively. He used as the starting point the current structures in the business ecosystem, which
he had observed. They had been established over the years on the basis of regulation and existing tech-
nology. By means of some design principles, such as the elimination of intermediaries or system providers,
such ecosystems can be redesigned.
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