Medicine2.0'10: Business Modelling to advance the development and implementation of eHealth technologies
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Medicine2.0'10: Business Modelling to advance the development and implementation of eHealth technologies

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presentation on our business modelling approach in the development of eHealth technologies. as presented at Medicine 2.0'10 in Maastricht.

presentation on our business modelling approach in the development of eHealth technologies. as presented at Medicine 2.0'10 in Maastricht.

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Medicine2.0'10: Business Modelling to advance the development and implementation of eHealth technologies Presentation Transcript

  • 1. Business Modelling to advance the developmentand implementation of eHealth technologies Maarten van Limburg, MSc, BEng Elly Kloeze, MSc 30 November 2010, Maastricht
  • 2. MAARTEN VAN LIMBURG, MSC, BENG Background in Business IT and Innovation Management MSc project: Business model for a Dutch PHR service PhD Student: “eHealth Business Modelling” Eursafety Health-net project Business Modelling in eHealth 06/12/2010 2
  • 3. IN THIS TALK Why the implementation requires attention Explanation on business models and business modelling Why business modelling in eHealth Introduction of CeHRes Roadmap Example case: Business Modelling for a teledermatology project Current projects and future research Business Modelling in eHealth 06/12/2010 3
  • 4. IMPROVING eHEALTH TECHNOLOGIES More focus on how to improve eHealth technologies User-/Human-Centered Design  Involving the users of the technology  Improving usability  eHealth technologies reflect users needs and behaviour better  Persuasive technology Business Modelling in eHealth 06/12/2010 4
  • 5. IMPLEMENTATION OF eHEALTH TECHNOLOGIES Implementation of eHealth technologies still problematic:  eHealth technologies don’t catch on in practice  Lacking support from insurance companies, health professionals, etc  No self-sustaining revenue model  Fragmented – difficult to scale up  Too technology-driven Business Modelling in eHealth 06/12/2010 5
  • 6. STAKEHOLDERS There are a lot more parties involved than just users For the implementation the stakeholders are relevant - health insurance companies - healthcare organizations - healthcare professionals - government - ... Business Modelling in eHealth 06/12/2010 6
  • 7. STAKEHOLDERS Stakeholders aren’t neccesarily users of the technology “Anyone who affects or gets affected by the technology” (Freeman) Stakeholder types: policymakers, vendors, insurers, healthcare organizations and providers, home care, employers and patients (Cain) Every eHealth technology will have its own, specific stakeholder network (sometimes also refered to as ecosystem) Business Modelling in eHealth 06/12/2010 7
  • 8. STAKEHOLDERS EXPECT VALUE Stakeholders expect certain benefits in return for participating in the eHealth technology.  “one good turn deserves another” (Proverb)  Something valuable  How can we make the implementation value-driven? Business Modelling in eHealth 06/12/2010 8
  • 9. BUSINESS MODELS “a business model is the rationale of how an organization creates, delivers and captures value” (Osterwalder) Used in strategic management to assess innovations Basis for implementing an eHealth technology:  Assessing the implementation a priori  Guideline for operationalizing the technology in practice Business Modelling in eHealth 06/12/2010 9
  • 10. COMPOSING A BUSINESS MODEL: CANVAS Business Modelling in eHealth 06/12/2010 10
  • 11. BUSINESS MODELLING Involving stakeholders in composing the business model, they need to accept the implementation after all.  Discovering what value they want  Consensus, finding a fit (HOT-fit)  Co-creation  Continuous process Business Modelling in eHealth 06/12/2010 11
  • 12. SO WHY BUSINESS MODELLING IN EHEALTH? As said, it can help the implementation:  Sustainability  Cost-effectiveness Holistic approach Value-driven Co-creation and collaboration Flexible and reflective Business Modelling in eHealth 06/12/2010 12
  • 13. DEVELOPING IS IMPLEMENTING Makes the whole development process value-driven  If stakeholders find something valuable, make it, implement it  And if they don’t, don’t! Implementation influences development Development influences implementation The environment determines, not only one party (outside-in) Business Modelling in eHealth 06/12/2010 13
  • 14. DEALING WITH MULTIDISCIPLINARITY eHealth is multidisciplinary (Pagliari)  Brings different types of stakeholders together  Diverse values  “Value” can act as a common ground:  # of patients  $$$  Quality  Work to a consensus or fit Business Modelling in eHealth 06/12/2010 14
  • 15. STAKEHOLDER NETWORK BECOMES A PLATFORM Multidisciplinary nature means that collaboration is important Getting the group who need to eventually collaboration together whilst implementing  If it doesn’t work now, it won’t work later either  Finding the context of the problem Business Modelling in eHealth 06/12/2010 15
  • 16. OPENNESS Collaboration requires openness  Open business models (Chesbrough)  Disease Management -> Organizational barriers fade  Willingness to co-create  Using standards Avoid problems from fragmentation Business Modelling in eHealth 06/12/2010 16
  • 17. FLEXIBILITY AND EVALUATION Formative evaluation  A business model grows:  Discovery driven (McGrath)  Evaluate assumptions  Environment is dynamic Summative evaluation  Technologies and implementations aren’t forever  Still feasible/sustainable/cost-effective? Or re-design? Business Modelling in eHealth 06/12/2010 17
  • 18. CEHRES ROADMAP Business Modelling in eHealth 06/12/2010 18
  • 19. CEHRES ROADMAP - INSTRUMENTS Business Modelling in eHealth 06/12/2010 19
  • 20. BUSINESS MODELLING INSTRUMENTS Business Modelling in eHealth 06/12/2010 20
  • 21. ELLY KLOEZE, MSC Background in Health Science & Policy MSc project: Business model for a Teledermatology project Researcher on business modelling for diabetic foot care and Pal4. Business Modelling in eHealth 06/12/2010 21
  • 22. EXAMPLE CASE: Teledermatology  Using CeHRes Roadmap for a teledermatology (TD) eHealth technology  Tele-diagnostic device chronic wounds  Automated diagnosis  Wound evolvementProblem Stakeholder Design Scenariosidentification analysis requirements Infrastructure wound careStakeholder- Values Technicalmapping feasibility Business Functional model requirements Business Modelling in eHealth 06/12/2010 22
  • 23. CONTEXTUAL INQUIRY First indication stakeholders Focus group  Problem statement (step 1)  General solutions (step 2)  Contribution of technology (step 3) Business Modelling in eHealth 06/12/2010 23
  • 24. VALUE SPECIFICATION Definitive stakeholders project Stakeholder interviews (n=11):  Determine values  A value = “something that is beneficially and desirable for a stakeholder.”  Determine attributes (how to realize values?) and requirements (specification of attributes)  Rank the values, attributes and requirements (1-5) Business Modelling in eHealth 06/12/2010 24
  • 25. ATTRIBUTES & REQUIREMENTS Example of scored attributes and requirements Nine overview schemes per stakeholder Program of functional stakeholder requirements Business Modelling in eHealth 06/12/2010 25
  • 26. ATTRIBUTES & REQUIREMENTS Example of scored attributes and requirements Nine overview schemes per stakeholder Program of functional stakeholder requirements Business Modelling in eHealth 06/12/2010 26
  • 27. Functional requirements  high performance quality camera and technical system  objectifying shape, surface, depth, color, total size under leg, temperature, wound edge conditions  providing images  involve patient by technique and results  sharing a portal between health care providers  more alignment chain of care  transparency and uniformity of communication  financial support  integration with wound score sheets  store history and additional disorders patient  work on behalf of standard protocol Business Modelling in eHealth 06/12/2010 27
  • 28. DESIGN More specific information about the characteristics of the design and format of the TD device  Examples: handy, disinfection option, stand alone device etc. Match stakeholder requirements with technical requirements Business Modelling in eHealth 06/12/2010 28
  • 29. OPERATIONALIZATION Different scenarios:  Role of the TD service provider  Scenario 1: the General Practioner (GP) takes an image of the wound and sends the image to the dermatologist  Scenario 2: the home care nurse takes an image of the wound and send the image to the GP Interaction networks  Who pays for which service? Who benefits? Who have a contract with whom? Business Modelling in eHealth 06/12/2010 29
  • 30. WHICH SCENARIO SUITS BEST?  Validation of the interaction networks:  Different stakeholders  Brainstorm session technology provider TD device  Scenario 2 is preferable:  the economics of scale  wound care structure improves:  nice tool for communication Business Modelling in eHealth 06/12/2010 30
  • 31. BUSINESS MODEL FOR SCENARIO Business Modelling in eHealth 06/12/2010 31
  • 32. BUSINESS MODEL FOR SCENARIO How technology fits in business model of partner (Openness) Business Modelling in eHealth 06/12/2010 32
  • 33. SUMMATIVE EVALUATION Can take place after the TD device is deployed  Test first prototype in clinical setting  Test advanced prototype  Results unknown for now  Robustness roadmap  Reflect on participatory development process  Cost effectiveness Business Modelling in eHealth 06/12/2010 33
  • 34. CURRENT PROJECTS AND FUTURE RESEARCH Different case settings:  Eursafety Health-net  Personal Assistant for life (PAL4)  Diabetes Interactive Education Program (DIEP) Refine and test roadmap, improve robustness Added value for the development of eHealth technologies Business Modelling in eHealth 06/12/2010 34
  • 35. THANK YOUE-mail : a.h.m.vanlimburg@utwente.nl : e.kloeze@utwente.nlwww : www.ehealthresearchcenter.org Business Modelling in eHealth 06/12/2010 35