Medinspect. Improving adherence to treatment in chronically ill people
In the case of medications, it is very common that patients do not take them on a regular basis or even incorrectly. Furthermore, patients are traditionally consulting their doctors as their primary health contact for every health symptom, which leads to higher health costs than necessary.
Aleks Nenic & Naveen Thillaiampalam, 2022
Bachelor Thesis, gotomo gmbh
Betreuende Dozierende: Emanuele Laurenzi
Keywords: eHealth, Added Value, Application, B2B, B2C, Market Research, Interviews, Survey, Primary Data Research, Qualitative Research, Quantitative Research, Design Thinking Process, Health Insurance, B+ category, Pharmaceutics, Medications, Digitalization
gotomo gmbh created an application called Medinspect that monitors and improves the medication-intake behaviour of patients. Additionally, the application aims to change the patient journey and promotes the coaching position of pharmacists through a data-based tele pharmacy. gotomo gmbh presented the application to certain stakeholders, which did indeed show interest. However, there occurred no further step in the process. Therefore, Medinspect has not been launched on the market yet due to aspects such as target demographic, added value, willingness to pay, and monetization options.
The thesis tried to follow the Design Thinking Process. In the empathize stage, we conducted primary research for the B2B and B2C demographic through qualitative and quantitative research in the form of interviews and a survey. In the Define stage, we analyzed the input of our research. In the Ideate stage, we challenged the input acquired through a discussion. In the Prototype stage, we presented optimal solutions for the problems that have been observed and defined in the stages before. In the final Test stage, the previously developed prototypes received feedback.
The B2B analysis showed that many members in the insurance companies think that the topic of cost savings or changing the patient journey is an important topic. However, they did not see the unique selling point that significantly differentiates the application from the current competition on the market. Furthermore, The B2C survey concluded that B2C users do not have a great awareness of the B+ category as well as a low willingness to pay for other services other than their primary care doctors. We made recommendations and a business case simulation that benefit our client and offers him some guidance on how to proceed with the B2B or B2C market. Our client gains overview of various concerns, standing points, and opinions of stakeholders. The information can be used to refine the application and to assess the functions newly as well as to decide which market has currently the most potential for the application. Furthermore, the business case simulation gives an overview of the B+ market through the pharmacy channel. Our client can use this simulation for his benefit when trying to target certain demographics in the B+ market.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit:
Art der Arbeit
gotomo gmbh, Zürich
Autorinnen und Autoren
Aleks Nenic & Naveen Thillaiampalam
Sprache der Arbeit
Business Administration International Management (Bachelor)
eHealth, Added Value, Application, B2B, B2C, Market Research, Interviews, Survey, Primary Data Research, Qualitative Research, Quantitative Research, Design Thinking Process, Health Insurance, B+ category, Pharmaceutics, Medications, Digitalization