Alejandra González. Design Management & Sustainability in Diabetes Care

DESIGN MANAGEMENT
Alejandra González
2011-2012
Design
Management
&
Alejandra González
June 2012
SUSTAINABILITY
in Diabetes Care
Tuesday, June 19, 2012

contents
1. introduction: quick facts & hypothesis
2. user research
3. analysis & interpretation: key insights
4. proposal
5. business model
DESIGN MANAGEMENT
Alejandra González
2011-2012
- this project was developed while living in
Denmark, therefore, research and numbers are
based in information gathered there.

DESIGN MANAGEMENT
Alejandra González
2011-2012
introducing to the problem...

let´s start with some definitions.
DESIGN MANAGEMENT
Alejandra González
2011-2012

DESIGN MANAGEMENT
Alejandra González
2011-2012
Design
Management
& SUSTAINABILITY
in Diabetes Care

DESIGN MANAGEMENT
Alejandra González
2011-2012
Design Management
seeks to link design, innovation,
technology, management and
customers to provide competitive
advantage across the triple bottom line:
economic, social/cultural &
environmental factors.
Design Management Institute
economicenvironmental
social

DESIGN MANAGEMENT
Alejandra González
2011-2012
Sustainable:
Able to be maintained
at a certain rate or level.
Oxford Online DIctionary Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
Diabetes:
It is a chronic disease that occurs when
the pancreas does not product enough
insulin, or when the body cannot
effectively use the insulin it produces.
International Diabetes Federation Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
some quick facts and
numbers about diabetes:

DESIGN MANAGEMENT
Alejandra González
2011-2012
According to the World Health
Organization, a
is on its way and this disease is
outstretching the health-care
resources devoted to it.
World Health Organization
WORLDWIDE
diabetes epidemic
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
people worldwide
are affected with this disease and it is
expected to affect 380 million by 2025.
246
million
International Diabetes Federation
WORLDWIDE
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
• type 1: body doesn´t produce insulin;
patients have to inject several times a
day.
• type 2: doesn´t produce the right
amount; they body might stop
producing altogether.
GENERAL OF DIABETES
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
• immune system destroys the
pancreatic cells in charge of producing
insulin
method discovered yet
• patients need to
at least 3 times each day
• typically diagnosed in childhood
DIABETES TYPE 1
take insulin daily,
Getty Images
• no prevention

DESIGN MANAGEMENT
Alejandra González
2011-2012
• patients need to
to a new lifestyle: change eating habits,
exercise and routine are necessary
• they constantly face
and emotional obstacles
DIABETES TYPE 1
challenges
adapt
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
• according to a DAWN study,
is a crucial factor to reduce further
complications
• 40% of diabetics have poor
psychological well-being
DAWN. Diabetes Attitudes, Wishes and Needs
DIABETES TYPE 1
self-management
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
•hearing loss
• high blood pressure
• eye complications (glaucoma)
• foot complications (neuropathy)
• hypertension
• heart diseases
• etc.
DIABETES COMPLICATIONS
International Diabetes Federation Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
Danish population:
5.5 million people
Total diabetics:
270,000 (5.2% population)
Diabetes type 1:
10% of diagnosed
Danish Diabetes Association
IN DENMARK
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
some costs of diabetes
in Denmark:

DESIGN MANAGEMENT
Alejandra González
2011-2012
highest costsof diabetes go to the suffering imposed
to families & to patients´ further complications.
The Societal Impact of Diabetes Mellitus & Diabetes Care. University of Southern Denmark
ECONOMIC IMPACT
92
million
euros
non-healthcare
resources
12
million
euros
patients´
time

DESIGN MANAGEMENT
Alejandra González
2011-2012
some interesting quotes...

DESIGN MANAGEMENT
Alejandra González
2011-2012
Addressing these real-life emotional
aspects of diabetes is critical for
long-term success, yet often they are
given little attention in common
medical practice.
Dr. William H. Polonsky, PhD, CDE
“ ”Diabetes Burnout: What To Do When You Canʼt Take It Anymore
NovoNordisk Bluesheet Newsletter. Issue 3 October 2012

DESIGN MANAGEMENT
Alejandra González
2011-2012
The psychological well-being of patients
is absolutely critical to successful
long-term diabetes treatment and care.
If a patient denies or ignores the disease,
it can be very difficult to get and receive
effective treatment.
Alan Moses, M.D., Chief Medical Ofﬁcer for Novo Nordisk
“ ”
NovoNordisk Bluesheet Newsletter. Issue 3 October 2012

DESIGN MANAGEMENT
Alejandra González
2011-2012
are there any products/services
focused on the psychological
well-being of the patients?

DESIGN MANAGEMENT
Alejandra González
2011-2012
• social networks & forums
• information & support
diabetic centers
• phone applications
• books and handbooks

DESIGN MANAGEMENT
Alejandra González
2011-2012

DESIGN MANAGEMENT
Alejandra González
2011-2012
numbers

DESIGN MANAGEMENT
Alejandra González
2011-2012
numbers
costs

DESIGN MANAGEMENT
Alejandra González
2011-2012
numbers
costs
existing services...

DESIGN MANAGEMENT
Alejandra González
2011-2012
but what do the patients need?

DESIGN MANAGEMENT
Alejandra González
2011-2012
hypothesis
Can we ﬁnd a sustainable solution to help
improve the daily life of type 1 diabetic
patients, applying Design in a strategic way?

DESIGN MANAGEMENT
Alejandra González
2011-2012
user research

DESIGN MANAGEMENT
Alejandra González
2011-2012
three interviewees
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
three interviewees
María Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
three interviewees
María Kjeld Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
three interviewees
María Kjeld Line Getty Images

three reserach methods
DESIGN MANAGEMENT
Alejandra González
2011-2012

DESIGN MANAGEMENT
Alejandra González
2011-2012
observation

DESIGN MANAGEMENT
Alejandra González
2011-2012
observation interviews

DESIGN MANAGEMENT
Alejandra González
2011-2012
observation interviews timelines

DESIGN MANAGEMENT
Alejandra González
2011-2012
people

DESIGN MANAGEMENT
Alejandra González
2011-2012
people
product or service

DESIGN MANAGEMENT
Alejandra González
2011-2012
people
product or service
context

DESIGN MANAGEMENT
Alejandra González
2011-2012
people
product or service
context
people in context

DESIGN MANAGEMENT
Alejandra González
2011-2012
who are they and
what´s their current situation?

DESIGN MANAGEMENT
Alejandra González
2011-2012
María
• 24 years old
• university student
• diagnosed when she was 13

Kjeld
• 52 years old
• high school teacher
• diagnosed when he was a kid
DESIGN MANAGEMENT
Alejandra González
2011-2012

Line
• 34 years old
• new mother
• diagnosed when he was 11
DESIGN MANAGEMENT
Alejandra González
2011-2012

DESIGN MANAGEMENT
Alejandra González
2011-2012
...after observations,
interviews &
timelines...

DESIGN MANAGEMENT
Alejandra González
2011-2012
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DESIGN MANAGEMENT
Alejandra González
2011-2012
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• what they think
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DESIGN MANAGEMENT
Alejandra González
2011-2012
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• what they do
{

DESIGN MANAGEMENT
Alejandra González
2011-2012
negative.

DESIGN MANAGEMENT
Alejandra González
2011-2012
who are the actors
involved in the disease?

DESIGN MANAGEMENT
Alejandra González
2011-2012
the stakeholders

DESIGN MANAGEMENT
Alejandra González
2011-2012
the stakeholders
patients

DESIGN MANAGEMENT
Alejandra González
2011-2012
the stakeholders
care takerspatients

DESIGN MANAGEMENT
Alejandra González
2011-2012
the stakeholders
care takers service
providers
patients

DESIGN MANAGEMENT
Alejandra González
2011-2012
the stakeholders
care takers health-care
experts
service
providers
patients

DESIGN MANAGEMENT
Alejandra González
2011-2012
the stakeholders
care takers health-care
experts
governmentservice
providers
patients

DESIGN MANAGEMENT
Alejandra González
2011-2012
and is their
communication flow?

DESIGN MANAGEMENT
Alejandra González
2011-2012
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ECOLOGY MAP
communication between
patients & stakeholders
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advice,
support, help
in emergencies
advice
from a similar
online
forums &
chats or
personally
other
diabetics
chosen
randomly
ex-
change
information &
experiences
need
opinions
and/or
suggestion
(non-
medical)
at home, at
work
family: parents of kids,
spouse, friends
emotional and
physical needs
they have
a close
relationship
& feel
comfortable
with them
day to day
conversations
doctor appointments
and glucose meters
are covered by the
government
regular consultation;
possible medication
questions & answers;
tips & suggestions
daily? it
depends on the
patients needs and
their relationship with
the caretaker
when they have
doubts or worries
that doctors can´t solve
normally every
6 months, for new
patients every 15 days and
it starts going down eventually;
they visit them if they
feel something is
going wrong
doctor´s consultations
are paid by the government
as well as glucose meter,
which can be replaced
minimum every year
creating a profile, posting
questions & experiences
visiting the doctor´s clinic
or hospital; phonecalls
insurance
to ask
questions
and express
worries; to
be updated
with news
and probably
share their
stories
for regular
check-ups or
any possible
complication
doctor
consulta-
tions and
glucose
meters are
covered by
the
govern-
ment
online, from
home or work
computer
hospitals,
doctor and
diabetic
clinics
public
hospitals
in
Denmark
annonymous
and formal users;
they are normally diabetic
patients as well
doctors & nurses
danish citizens
with diabetes
Ecology Map. Service Design Tools

DESIGN MANAGEMENT
Alejandra González
2011-2012
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ECOLOGY MAP
communication between
patients & stakeholders
0$%1()%2
advice,
support, help
in emergencies
advice
from a similar
online
forums &
chats or
personally
other
diabetics
chosen
randomly
ex-
change
information &
experiences
need
opinions
and/or
suggestion
(non-
medical)
at home, at
work
they have
a close
relationship
& feel
comfortable
with them
day to day
conversations
daily? it
depends on the
patients needs and
the caretaker
when they have
doubts or worries
normally every
6 months, for new
feel something is
going wrong
doctor´s consultations
are paid by the government
as well as glucose meter,
which can be replaced
minimum every year
insurance
to ask
questions
and express
worries; to
be updated
with news
and probably
share their
stories
for regular
check-ups or
any possible
complication
doctor
consulta-
tions and
glucose
meters are
covered by
the
govern-
ment
online, from
home or work
computer
hospitals,
doctor and
diabetic
clinics
public
hospitals
in
Denmark

DESIGN MANAGEMENT
Alejandra González
2011-2012
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advice,
support, help
in emergencies
advice
from a similar
online
forums &
chats or
personally
other
diabetics
chosen
randomly
ex-
change
information &
experiences
need
opinions
and/or
suggestion
(non-
medical)
at home, at
work
spouse, friends
emotional and
physical needs
they have
a close
relationship
& feel
comfortable
with them
day to day
conversations
doctor appointments
and glucose meters
possible medication
tips & suggestions
daily? it
depends on the
patients needs and
the caretaker
when they have
doubts or worries
feel something is
going wrong
to ask
questions
and express
worries; to
be updated
with news
and probably
share their
stories
for regular
check-ups or
any possible
complication
doctor
consulta-
tions and
glucose
meters are
covered by
the
govern-
ment
online, from
home or work
computer
hospitals,
doctor and
diabetic
clinics
public
hospitals
in
Denmark
annonymous
and formal users;
patients as well
doctors & nurses
danish citizens

DESIGN MANAGEMENT
Alejandra González
2011-2012
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"#$%!!!!!!!!!!!!!!!
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0$%1()%2
advice,
support, help
in emergencies
advice
from a similar
online
forums &
chats or
personally
other
diabetics
chosen
randomly
ex-
change
information &
experiences
need
opinions
and/or
suggestion
(non-
medical)
at home, at
work
spouse, friends
emotional and
physical needs
they have
a close
relationship
& feel
comfortable
with them
doctor appointments
and glucose meters
are covered by the
government
possible medication
tips & suggestions
the caretaker
to ask
questions
and express
worries; to
be updated
with news
and probably
share their
stories
for regular
check-ups or
any possible
complication
doctor
consulta-
tions and
glucose
meters are
covered by
the
govern-
ment
online, from
home or work
computer
hospitals,
doctor and
diabetic
clinics
public
hospitals
in
Denmark
annonymous
and formal users;
patients as well
doctors & nurses
danish citizens
with diabetes

DESIGN MANAGEMENT
Alejandra González
2011-2012
so, what is missing...?

DESIGN MANAGEMENT
Alejandra González
2011-2012
...to have a
person-centered
rather than a
disease-centered
care system.
{
{
Societal Impact of Diabetes Mellitus and Diabetes Care. University of Southern Denmark

DESIGN MANAGEMENT
Alejandra González
2011-2012
analysis and interpretation

DESIGN MANAGEMENT
Alejandra González
2011-2012
some insights:

DESIGN MANAGEMENT
Alejandra González
2011-2012
insight #1
communication between healthcare
experts and patients has to be
improved in order to encourage self-
management

DESIGN MANAGEMENT
Alejandra González
2011-2012
insight #2
communication between patients
needs to be enhanced this will generate
emotional well-being

DESIGN MANAGEMENT
Alejandra González
2011-2012
insight #3
patients have many different
products and services to deal with
depending in their needs; as well as
people to contact
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
insight #4
contradiction between what is said and
what is done; health-care providers
are not really involved in working
towards a more personal care
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
opportunity space
there is a lack of an integrated system that
would offer psychological support to the
patients and communication with the other
actors, on daily basis.

DESIGN MANAGEMENT
Alejandra González
2011-2012
proposal

DESIGN MANAGEMENT
Alejandra González
2011-2012
“d-pal”
emotional coach
assigned to diabetic patients

DESIGN MANAGEMENT
Alejandra González
2011-2012
what is it?
integrated online/ofﬂine service
with main focus on giving
psychological and emotional support
to diabetic patients

DESIGN MANAGEMENT
Alejandra González
2011-2012
how does it work?
updated version of the current
Danish Diabetes Association service:
a. basic membership
b. extended membership

DESIGN MANAGEMENT
Alejandra González
2011-2012
basic
membership
d-pal:
- patients volunteer themselves
- they serve as emotional support and
guide to other patients
- patients can create proﬁle and chose
their pal according to their preferences
and needs.
The Noun Project

DESIGN MANAGEMENT
Alejandra González
2011-2012
extended
membership
d-pal + phone app:
- keep updated proﬁle with
measurements, meals and calendar
- upload information and keep doctors
and nurses updated
- stay in touch with they d-pal
- participate in forums and chats that will
include psychological support
+
The Noun Project

DESIGN MANAGEMENT
Alejandra González
2011-2012
what are we solving with this?

DESIGN MANAGEMENT
Alejandra González
2011-2012
insight #1
communication between healthcare
experts and patients has to be
improved in order to encourage self-
management
solution:
health providers can have information in
advance, enhancing a more
personalized attention
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
insight #2
needs to be enhanced this will generate
emotional well-being
solution:
having a d-pal assigned, the emotional
and psychological needs are covered
easily and with empathy
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
insight #3
patients have many different
products and services to deal with
depending in their needs; as well as
people to contact
solution:
with an integrated system patients have
their emotional needs covered by one
same supplier
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
insight #4
contradiction between what is said and
what is done; health-care providers
are not involved in working towards a
more personal care
solution:
doctors and nurses are well informed,
therefore, more involved in the patients
psychological well-being
Getty Images

DESIGN MANAGEMENT
Alejandra González
2011-2012
what´s in for the
main stakeholders?

patients
DESIGN MANAGEMENT
Alejandra González
2011-2012

patients
DESIGN MANAGEMENT
Alejandra González
2011-2012
feel secure

patients
DESIGN MANAGEMENT
Alejandra González
2011-2012
emotional needs
are covered

patients
DESIGN MANAGEMENT
Alejandra González
2011-2012
closer
communication
with healthcare
professionals

patients
DESIGN MANAGEMENT
Alejandra González
2011-2012
personalized
attention

DESIGN MANAGEMENT
Alejandra González
2011-2012
health-care providers

appointments
are more
efficient
(preventive)
DESIGN MANAGEMENT
Alejandra González
2011-2012

reduces possibility
of further
complications
DESIGN MANAGEMENT
Alejandra González
2011-2012

DESIGN MANAGEMENT
Alejandra González
2011-2012
nurses are updated
& closer
to the patients

DESIGN MANAGEMENT
Alejandra González
2011-2012
government

DESIGN MANAGEMENT
Alejandra González
2011-2012
reduces the
possibility
of further
complications
government

DESIGN MANAGEMENT
Alejandra González
2011-2012
reduces costs of
non-diabetes
related issues
government

DESIGN MANAGEMENT
Alejandra González
2011-2012
future scenario of value:

DESIGN MANAGEMENT
Alejandra González
2011-2012
Line

DESIGN MANAGEMENT
Alejandra González
2011-2012
Line
becomes
member

DESIGN MANAGEMENT
Alejandra González
2011-2012
DDALine
becomes
member

DESIGN MANAGEMENT
Alejandra González
2011-2012
DDALine
becomes
member
volunteers
as d-pal

DESIGN MANAGEMENT
Alejandra González
2011-2012
DDALine d-pal
becomes
member
volunteers
as d-pal

DESIGN MANAGEMENT
Alejandra González
2011-2012
DDALine d-pal
becomes
member
volunteers
as d-pal
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
DDALine d-pal
advice
&
support
becomes
member
volunteers
as d-pal
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
future momsDDALine d-pal
advice
&
support
becomes
member
volunteers
as d-pal
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
chats
advice
&
support
becomes
member
volunteers
as d-pal
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
chats
advice
&
support
becomes
member
volunteers
as d-pal
advice
& support from other
mothers in chats
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
doctors
chats
advice
&
support
becomes
member
volunteers
as d-pal
advice
mothers in chats
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
doctors
chats
advice
&
support
becomes
member
volunteers
as d-pal
exchange of
information
advice
mothers in chats
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
Kjeld

DESIGN MANAGEMENT
Alejandra González
2011-2012
Kjeld
already a
member

DESIGN MANAGEMENT
Alejandra González
2011-2012
Kjeld DDA
already a
member

DESIGN MANAGEMENT
Alejandra González
2011-2012
Kjeld DDA
already a
member
volunteers
as d-pal

DESIGN MANAGEMENT
Alejandra González
2011-2012
Kjeld DDA d-pal
already a
member
volunteers
as d-pal

DESIGN MANAGEMENT
Alejandra González
2011-2012
Kjeld DDA d-pal
already a
member
volunteers
as d-pal
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
Kjeld MariaDDA d-pal
already a
member
volunteers
as d-pal
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
advice
&
support
already a
member
volunteers
as d-pal
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
chats
advice
&
support
already a
member
volunteers
as d-pal
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
chats
advice
&
support
already a
member
volunteers
as d-pal
active participant
in chats and forums
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
doctors
chats
advice
&
support
already a
member
volunteers
as d-pal
active participant
in chats and forums
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
doctors
chats
advice
&
support
already a
member
volunteers
as d-pal
exchange of
information
active participant
in chats and forums
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
Maria

DESIGN MANAGEMENT
Alejandra González
2011-2012
Maria
becomes
member

DESIGN MANAGEMENT
Alejandra González
2011-2012
Maria DDA
becomes
member

DESIGN MANAGEMENT
Alejandra González
2011-2012
Maria DDA
asks for a
d-pal
becomes
member

DESIGN MANAGEMENT
Alejandra González
2011-2012
Maria DDA
d-pal
asks for a
d-pal
becomes
member

DESIGN MANAGEMENT
Alejandra González
2011-2012
Maria DDA
d-pal
asks for a
d-pal
becomes
member
meets
Kjeld

DESIGN MANAGEMENT
Alejandra González
2011-2012
Maria DDA
d-pal
asks for a
d-pal
becomes
member
downloads
phone app
meets
Kjeld

DESIGN MANAGEMENT
Alejandra González
2011-2012
Maria DDA
d-pal
asks for a
d-pal
becomes
member
phone app
downloads
phone app
meets
Kjeld

DESIGN MANAGEMENT
Alejandra González
2011-2012
Maria DDA
d-pal
asks for a
d-pal
becomes
member
phone app
downloads
phone app
meets
Kjeld
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
Maria DDA
d-pal
doctors
asks for a
d-pal
becomes
member
phone app
downloads
phone app
meets
Kjeld
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
Maria DDA
d-pal
doctors
asks for a
d-pal
emotional support
& guidance
becomes
member
phone app
downloads
phone app
meets
Kjeld
updated
proﬁle

DESIGN MANAGEMENT
Alejandra González
2011-2012
“d-pal”
brings patients together in an empathetic way,
enhancing communication & promoting
self-management which, in the long term
will diminish the possibility of further
complications, therefor, reducing the diabetes
expenses for government and society

DESIGN MANAGEMENT
Alejandra González
2011-2012
business model

DESIGN MANAGEMENT
Alejandra González
2011-2012
investment needed:
69,000 euros
web page phone application training The Noun Project

DESIGN MANAGEMENT
Alejandra González
2011-2012
revenues
75,000 current members paying 35 EUR/year
attracting new
members to basic
membership
existing members
switching to the
extended membership
attracting new
members to extended
membership
35 EUR 50 EUR +15 EUR

DESIGN MANAGEMENT
Alejandra González
2011-2012
business model canvas:

DESIGN MANAGEMENT
Alejandra González
2011-2012
market and competitive analysis:

DESIGN MANAGEMENT
Alejandra González
2011-2012
TARGET COSTUMER IMPORTANT COMPETITORS
COMPETITIVE PARAMETERS
IN THE MARKET
- basic membership:
* danish citizens
* diabetics type 1
* ages 10-45 years old
- extended membership:
* danish citizens
* diabetic patients mainly type 1
* ages 16-60
- Facebook (diabetes chats in DK)
- Danish diabetes forums
- existing phone applications
- all-in-one service:
* covers emotional and
psychological needs with the d-pal
* enhances and facilitates
and doctors by having online
databases

DESIGN MANAGEMENT
Alejandra González
2011-2012
financial analysis:

DESIGN MANAGEMENT
Alejandra González
2011-2012
RADIOS
ROI 6,767%*
INCOME STATEMENT
total sales revenue (1st year) 100,000
cost of goods sold 0
gross profit 100,000
operating expenses 156,720
depreciation expenses 17,325
earnings before interest and taxes -127,325
interest expense 3465 (at 5%)
earnings before income tax -130,790
income tax (1st year) 0
net income -130,790

DESIGN MANAGEMENT
Alejandra González
2011-2012
Y1 Y2 Y3 Y4
TOTAL
MEMBERS
75,000 84,750 95,767
55-45
111,000
65-35
BASIC
EUR 35
75,000
members
39,750
members
43,096
members
38,850
members
EXTENDED
EUR 35+15
45,000
members
52,671
members
72,150
members
PHONE APP
EUR 4
25,000
users
REVENUE
(EUR)
100,000 675,000 790,065 1,082,250
PROFIT
(EUR)
-130,790* 518,280** 633,345** 925,530
* Net income ** Earnings before income and taxes

DESIGN MANAGEMENT
Alejandra González
2011-2012
strategy implementation

DESIGN MANAGEMENT
Alejandra González
2011-2012
Q1 (jul12) Q2 (oct12) Q3 (jan13) Q4 (apr13)
- phone app
creation
- web page
development
- training
- phone app
creation & test
- advertise online through
newsletter amongst
members
LAUNCH:
- already members can use
the extended service
without paying extra
- phone app can be sold to
current members for 4
euros
- feedback from surveys
Q1 (jul13) Q2 (oct13) Q3 (jan14) Q4 (apr14)
- viral
advertisement
- viral
advertisement
LAUNCH 2:
- members have to start
paying 15 EUR extra for
the extended service
- feedback from surveys
YEAR1YEAR2

DESIGN MANAGEMENT
Alejandra González
2011-2012
what would be the next step...?

DESIGN MANAGEMENT
Alejandra González
2011-2012
Thank you

Alejandra González. Design Management & Sustainability in Diabetes Care

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Alejandra González. Design Management & Sustainability in Diabetes Care