Myotel Kick Off – WP4 – September 2007
Jos van Hillegersberg, Bart Nieuwenhuis, Björn Kijl
Overview
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Goals WP4 – Deployment Report
WP4 Tasks
WP4 Approach – Our View
WP4 Overall Planning
WP4 Expected Results
Interdependencies between WP4 and other
WPs
• Short Term Planning: Next Four Months
• Some Final Remarks
• Questions & Discussion
Goals WP4 – Deployment Report
(1/2)
• Overall project goal
– Feasibility investigation: deployment of a
prototype myofeedback teletreatment (i.e.
MyoTel) service.
• Myotel enables subjects with neck shoulder
complaints to receive personalised adjusted
remotely supervised treatment during their daily
activities.
Goals WP4 – Deployment Report
(2/2)
• Goals from WP4 Perspective
– Investigating market acceptability in two different health
care markets (in different countries)
• Patients with work related neck shoulder problems
(occupational health care system)
• Patients with a chronic whiplash (rehabilitation care system)
– Analyzing effectiveness for all key actors in the value
network from an economic point of view
• How does MyoTel create value for all stakeholders
– Customer value
– Monetary value
– …
WP4 Tasks
• 4.1 [T0] Scenario Development – First Opinion on
Attractiveness, Value, and Risks [650 hr]
– Analysis of current way of care provisioning
– Initial market / business model / value network analysis
• 4.2 [T5] Service Qualification – Draft Business
Plan/Case [1050 hr]
– With active involvement of stakeholders as defined in T4.1
• 4.3 [T9] Service Deployment Report – Business
Plan/Case [508 hr]
– With active involvement of stakeholders as defined in T4.1
Approach
• First focussing on developing alternative (high level) scenarios
and related business models and competitive strategies
– Business model as a logical prerequisite for business
process modeling / business case
• Scenarios
– Alternatives: one (commercial) service provider, several (non commercial)
providers using a technology platform, license models, Myotel as a product
or a service, … → implications for business model → implications for
business case
• Business models
– Value proposition
– Value network (e.g. government organizations, insurance companies,
professionals, patients, employers, telecom operators, hardware providers)
– Financial model (sharing revenues and cost)
– Technology (type of infrastructure, who owns the infrastructure, …)
• Building (alternative) business case(s) (quantification)
– From a high level to a more specific business case
– Commercial (micro economic) or broader (macro economic) view?
WP4 Overall Planning
• Planning: tight schedule in first four months
– Tasks and deliverabes
• T4.1 Scenario development (T0-T3/4)
– T0+2: D4.01 Description of service/deployment strategy
– T0+4: D4.02 Market analysis
– T0+3: D4.04 Trans European dimension
• T4.2 Service qualification (T5-T17)
– T0+9: D4.05 Harmonization, interoperability and standard
– T0+9: D4.03 Draft business and deployment strategy
• T4.3 Service deployment plan (T9-T17)
– T0+17: D4.03 Final business and deployment strategy
WP4 Expected Results
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Deployment report – Business Plan/Case
– Market research
– Scenarios
– Competitive strategy
• Sustainability of the service, competitors, competitive products, …
– Business model
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Value proposition (Service definition, User population, …)
Value network (Service costs and benefits for value network actors, …)
Financial model (Financing requirements, …)
Technology (Platforms, communication technologies, …)
– Business case (quantification)
– Management and management control systems necessary to roll out the
service
– Timing for initial and full deployment
– …
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Material for dissemination to industrial and medical communities (WP5)
Interdependencies between WP4
and other WPs (excl. WP1/5)
• Four CoEs: RRD, Ugent, RUB, OGOT
• Contributing to early identification and
involvement of key actors in countries
concerned
• Contributing to aspects of legal and
financial organisation and market
characteristics of national health care
systems
Interdependencies between WP4
and other WPs (excl. WP1/5)
WP 2
WP 4
WP 3
2.1
Techn. needs
assessment
4.1
Scenario
development
3.2
Trial
monitoring
2.2
Organisational
needs
assessment
4.2
Service
qualification
3.3/3.4
Work related
neck shoulder/
Wiplash
2.3
Infrastructure
adaptions
4.3
Service
deployment
3.5
Data analysis
Short Term Planning: Next Four
Months (1/4)
• M1-4:
– T4.1 Scenario development
• Deliverables T0-4:
– D4.01 High level description of service/deployment
strategy (T0+2)
– D4.04 Trans European Dimension (T0+3)
– D4.02 Market analysis (T0+4)
Short Term Planning: Next Four
Months (2/4)
• M1-4: T4.1 Scenario development
– D4.01 High level description of
service/deployment strategy (T0+2)
• M0: Stakeholder identification (together with CoEs)
– Development of first alternative competitive strategies,
business models and value network structures
• M1: Service item identification and assessment (together
with CoEs, patients and professionals)
– Idea registration (survey)
• M1: Evaluation stakeholder/service item identification,
with a focus on aspects like attractiveness, feasability,
value, and risks
Short Term Planning: Next Four
Months (3/4)
• M1-4: T4.1 Scenario development
– D4.04 Trans European Dimension (T0+3)
• Basis: D4.01 High level description of
service/deployment strategy (T0+2)
• Focus needs to be crystalized
– Differences and similarities w.r.t. regulation, health care
organisation, culture, customer preferences, …
Short Term Planning: Next Four
Months (4/4)
• M1-4: T4.1 Scenario development
– D4.02 Market analysis (T0+4), focus on
• M0-3: Customer groups, segments, size of markets, etc.
• M0-3: Technology
– Technological developments
• M0-3: (Changes in) regulation
• M3-4: Business model (implications)
– Service, Technology, Organisation, Finance
Some Final Remarks
• Planning: tight schedule in first months
– First focusing on high level business model / value network
research
• Scientific contribution needs to be crystalized
• Focus D4.04 (T0+3) Trans European dimension and D4.05
(T0+9) Harmonisation, interoperability and standard need to be
crystalized
Questions & Discussion
• Information from D4.02 Market analysis (T0+4) and D2.01
Technological and Organisatiol Needs Assessment (T0+4)
useful for / part of D4.01 Service/deployment strategy (T0+2)?
– Depending of aim of D4.01
• Relation between D4.01 and D4.03 Draft/Final Business and
Deployment Strategy (T0+9/T0+17)
– D4.01 as draft of draft version of D4.03?
• How to ‘proof’ / test real life feasibility?
– Venturing (entrepreneurship / venture capital approach)
• Vision, Alpha Offering, Beta Offering, Market Calibration & Expansion