CHALLENGE / GOAL
A global wound care company asked me to advise on the detailed nature of the ecosystem opportunity for a new diagnostic technology which sought to help healthcare practitioners, patients and consumers identify early indicators of wound infection at the point-of-care.
WHAT IE DID
First, I framed the health ecosystem of interest, then mapped the actors, practices, activities and interactions in scope. With this ecosystem frame, we then undertook deep enquiry into patient and clinician capabilities to detect and act upon early signs of wound infection – both acute and chronic wound types.
When examining current practice with ecosystem actors in workshops, interviews and through observation, it was critical to assess the specific targeted use / need context of the client’s technology as well as adjacent contexts of use of other technologies. This required careful mapping, modelling and interpretation of actors’ ecosystem needs and resources to identify gaps in their capability. Such enquiry is akin to forensic detective work where it is necessary to probe, enquire and shape findings and perspectives into a detailed assessment of the opportunity.
My practice-centred deep-dive produced the following outputs:
Precise measures of opportunity, and insights into how it varies across all chronic wound types and other contexts such as geography, care setting, clinician role and experience
A sophisticated, dynamic (modifiable assumptions) wound care health economic model for three geographical markets
Detailed commercial due diligence and willingness to pay assessments
Ecosystem Value Frames and value propositions with each including reimbursement potential, regulatory code pathways and market positioning assessments
Overall concept design and market access and development recommendations
A concept evolution roadmap
Positioning and claims definition
My client was able to continue investment in its technology and begin to enact an ecosystem strategy confident of the size of the opportunity and return on investment, and was armed with necessary information to facilitate critical product, market and commercial decision-making.