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How to test the attractiveness of your product/idea?
This case study focuses on a Dutch eHealth Innovation provider that prefers to remain anonymous. Nevertheless we decided to include this case study because it is a good example of the importance of carefully testing your product. This highly innovative and successful company was initially established in 2003 in an advisory role, but over the years evolved into a company that brings innovative products and services to the eHealth and Assisted Ambient Living markets. It showed significant potential for growth and won several awards for most innovative SME and others in the eHealth field in the Netherlands.
  

This case study concentrates on one of the company’s innovative products: a medicine dispenser combined with related services. In addition to supplying the physical product – the medicine dispenser – company supports its usage in the form of logistics and medical personnel responsible for distributing medication. While the manufacture and marketing of the product itself was relatively straightforward, organising the associated services proved problematic. The company conducted a pilot project based on the Focus Group tool and drafted up a business model using the Canvas methodology. The results of the pilot project revealed that the product itself received positive evaluations. Nevertheless, the company subsequently decided to discontinue the project – primarily because it was unable to develop a viable business model to implement the related services in order to exploit the medicine dispenser with eco-system partners.

 

The company therefore decided to team up with a large producer of healthcare products to promote the medicine dispenser. It successfully simplified its eco-system through the use of an internet portal and related mobile apps. This enabled the company to monitor the usage of the dispenser and enabled the dispensers to communicate directly with pharmacies’ information systems. If dispenser users forget to take their medication, they receive a reminder via telephone call. If there is no response, the health care provider will attempt to contact the person face to face. The relationships within the eco-system were also streamlined which, in addition to the high-quality core products, finally made the services feasible.