DTZ2026 The business of digital health
Inhoudsopgave
Lecture 01 Customers and competitors ............................................................................................................ 3
1. Introduction to customers and competitors ................................................................................................... 3
2. Competitor analysis ........................................................................................................................................ 3
3. Your business/ organization............................................................................................................................ 4
4. Identification of competitors .......................................................................................................................... 6
5. Types of competitors....................................................................................................................................... 8
6. Analyzing competitors .................................................................................................................................... 9
7. Power of customers ...................................................................................................................................... 12
Case 1 – A business model a day keeps the doctor away. ............................................................................... 15
1. What is a business model? ........................................................................................................................... 15
2. Which steps do you take from an idea to a business model? ....................................................................... 15
3. How do you make a good business model? .................................................................................................. 16
4. Which groups (stakeholders, competitors, etc.) do you consider?................................................................ 16
5. Which elements are in a business model? .................................................................................................... 19
6. Explain and give an example of an innovation with the business model Canvas. ........................................ 25
7. Why are business models important in the healthcare sector? How do they differ from other sectors? ..... 26
8. What are the differences and similarities of the different models? .............................................................. 27
9. What do you include in a good pitch/presentation? .................................................................................... 29
Presenting the Business Model Canvas – Do’s .................................................................................................. 31
Presenting the Business Model Canvas – Don’ts .............................................................................................. 31
Case 2 – Dr Watson – a brilliant failure? ......................................................................................................... 32
1. What is Dr Watson and what went wrong with this innovation? ................................................................. 32
2. What is artificial intelligence (AI)? ................................................................................................................ 36
3. How can artificial intelligence be used in healthcare? ................................................................................. 36
4. What can go wrong with the implementation of AI in healthcare? (barriers).............................................. 37
5. How can we overcome these barriers? ......................................................................................................... 39
6. What is feasibility testing and how is it done in the case of Watson? .......................................................... 41
7. How is Dr Watson positioning themselves in this new field? (Communication perspective) ........................ 42
Lecture 02 Business Model Canvas ................................................................................................................. 43
1. Introduction to Business Model Thinking ..................................................................................................... 43
2. The 9 Building Blocks .................................................................................................................................... 44
Some examples of a business model canvas ............................................................................................... 51
4. Business Model Design Process .................................................................................................................... 54
5. Basics of Design Thinking ............................................................................................................................. 57
6. Value Proposition Canvas ............................................................................................................................. 58
Example of Value Proposition Canvas .......................................................................................................... 61
7. Presenting the Business Model Canvas ........................................................................................................ 62
Case 3 – Who is interested? Should I care? ..................................................................................................... 63
1. What is stakeholder mapping? ..................................................................................................................... 63
2. What are indirect and direct stakeholders?.................................................................................................. 65
3. What are external and internal stakeholders? ............................................................................................. 67
4. What are the stakeholders’ interests? .......................................................................................................... 68
5. Which stakeholders with their interest are important? ................................................................................ 69
Example using the power-interest matrix .................................................................................................... 71
6. What are potential conflicts between stakeholders? ................................................................................... 72
7. Apply the learning objectives on the case of Julie. ....................................................................................... 74
1
,Case 4 – Users as innovation ambassadors ..................................................................................................... 77
1. What is an ambassadorship? How can that be used in healthcare innovation? .......................................... 77
2. What is word-of-mouth advertising? ........................................................................................................... 77
1. Impression management ......................................................................................................................... 79
2. Emotion regulation .................................................................................................................................. 82
3. Information acquisition ........................................................................................................................... 85
4. Social bonding.......................................................................................................................................... 86
5. Persuading others .................................................................................................................................... 88
3. How could you convince people to use an innovation? ................................................................................ 89
4. How can you measure the elements of value from users? (Value and needs).............................................. 90
5. How can we make the needs visible of the users? ........................................................................................ 94
6. What is a persona and why and how do you use it? .................................................................................... 94
7. What are specific benefits of the personas? ................................................................................................. 95
8. What other information is needed to describe the target group of launch/ first/ initial users? .................. 97
9. How to involve customers in the process? (Bottom-up process, participatory design) ................................ 99
10. What are the jobs to be done? ................................................................................................................... 99
Lecture 03 (Early) Health Technology Assessment (HTA) ............................................................................... 102
1. Assessment of digital health ....................................................................................................................... 102
2. Health Technology Assessment (HTA) ......................................................................................................... 102
3. Economic evaluation................................................................................................................................... 103
4. Budget impact analysis: Theory, steps & guidance .................................................................................... 105
5. Early Health Technology Assessment (early HTA) ....................................................................................... 108
Case 5 – Early health technology assessment and budget impact model ...................................................... 110
1. What is a budget impact analysis and how to design it? ........................................................................... 110
Example of a Budget Impact Analysis (BIA) ............................................................................................... 119
2. What are the facilitators and barriers of the budget impact analysis? ...................................................... 120
3. What is Health Technology Assessment (HTA)? .......................................................................................... 123
4. What is early Health Technology Assessment (early HTA)? ........................................................................ 124
Differences between HTA and early HTA ........................................................................................................ 124
5. What is a cost-effectiveness analysis? ........................................................................................................ 125
6. What are the methods from HTA and what are the definitions?................................................................ 126
7. What is ICER, DALY and QALY? .................................................................................................................... 127
Lecture 04 Reply lecture ............................................................................................................................... 128
Question example 1 ........................................................................................................................................ 128
Question example 2 ........................................................................................................................................ 130
Questions exam DTZ2026 ............................................................................................................................. 132
2
,Lecture 01 Customers and competitors
Contents
1. Introduction to customers and competitors
2. Competitor analysis
3. Your business
4. Identification of competitors
5. Types of competitors
6. Analyzing competitors
7. The power of customers
1. Introduction to customers and competitors
When the why is clear, the how is easy.
Keep your friends close, but your enemies even closer.
Why know competition and customers?
Stay ahead of the game:
- Launch first!
- File first!
- Increase market share
- Create opportunities (Innovate & don’t go bankrupt)
- Know the customer
2. Competitor analysis
The process by which a company attempts to define and understand:
- It’s industry
- It’s competitors
- Strengths & weaknesses competitors
- Anticipate competitor’s moves
3
, 0. Your business – Who are you?
1. Identification – Who are they?
2. Data – What are they doing?
3. Analysis – SWOT / Competitor array
3. Your business/ organization
Your strategy
Your organization
- Liability
- Financial status
- Concerns
- Culture
Your people
Your products
Your customers
4
Inhoudsopgave
Lecture 01 Customers and competitors ............................................................................................................ 3
1. Introduction to customers and competitors ................................................................................................... 3
2. Competitor analysis ........................................................................................................................................ 3
3. Your business/ organization............................................................................................................................ 4
4. Identification of competitors .......................................................................................................................... 6
5. Types of competitors....................................................................................................................................... 8
6. Analyzing competitors .................................................................................................................................... 9
7. Power of customers ...................................................................................................................................... 12
Case 1 – A business model a day keeps the doctor away. ............................................................................... 15
1. What is a business model? ........................................................................................................................... 15
2. Which steps do you take from an idea to a business model? ....................................................................... 15
3. How do you make a good business model? .................................................................................................. 16
4. Which groups (stakeholders, competitors, etc.) do you consider?................................................................ 16
5. Which elements are in a business model? .................................................................................................... 19
6. Explain and give an example of an innovation with the business model Canvas. ........................................ 25
7. Why are business models important in the healthcare sector? How do they differ from other sectors? ..... 26
8. What are the differences and similarities of the different models? .............................................................. 27
9. What do you include in a good pitch/presentation? .................................................................................... 29
Presenting the Business Model Canvas – Do’s .................................................................................................. 31
Presenting the Business Model Canvas – Don’ts .............................................................................................. 31
Case 2 – Dr Watson – a brilliant failure? ......................................................................................................... 32
1. What is Dr Watson and what went wrong with this innovation? ................................................................. 32
2. What is artificial intelligence (AI)? ................................................................................................................ 36
3. How can artificial intelligence be used in healthcare? ................................................................................. 36
4. What can go wrong with the implementation of AI in healthcare? (barriers).............................................. 37
5. How can we overcome these barriers? ......................................................................................................... 39
6. What is feasibility testing and how is it done in the case of Watson? .......................................................... 41
7. How is Dr Watson positioning themselves in this new field? (Communication perspective) ........................ 42
Lecture 02 Business Model Canvas ................................................................................................................. 43
1. Introduction to Business Model Thinking ..................................................................................................... 43
2. The 9 Building Blocks .................................................................................................................................... 44
Some examples of a business model canvas ............................................................................................... 51
4. Business Model Design Process .................................................................................................................... 54
5. Basics of Design Thinking ............................................................................................................................. 57
6. Value Proposition Canvas ............................................................................................................................. 58
Example of Value Proposition Canvas .......................................................................................................... 61
7. Presenting the Business Model Canvas ........................................................................................................ 62
Case 3 – Who is interested? Should I care? ..................................................................................................... 63
1. What is stakeholder mapping? ..................................................................................................................... 63
2. What are indirect and direct stakeholders?.................................................................................................. 65
3. What are external and internal stakeholders? ............................................................................................. 67
4. What are the stakeholders’ interests? .......................................................................................................... 68
5. Which stakeholders with their interest are important? ................................................................................ 69
Example using the power-interest matrix .................................................................................................... 71
6. What are potential conflicts between stakeholders? ................................................................................... 72
7. Apply the learning objectives on the case of Julie. ....................................................................................... 74
1
,Case 4 – Users as innovation ambassadors ..................................................................................................... 77
1. What is an ambassadorship? How can that be used in healthcare innovation? .......................................... 77
2. What is word-of-mouth advertising? ........................................................................................................... 77
1. Impression management ......................................................................................................................... 79
2. Emotion regulation .................................................................................................................................. 82
3. Information acquisition ........................................................................................................................... 85
4. Social bonding.......................................................................................................................................... 86
5. Persuading others .................................................................................................................................... 88
3. How could you convince people to use an innovation? ................................................................................ 89
4. How can you measure the elements of value from users? (Value and needs).............................................. 90
5. How can we make the needs visible of the users? ........................................................................................ 94
6. What is a persona and why and how do you use it? .................................................................................... 94
7. What are specific benefits of the personas? ................................................................................................. 95
8. What other information is needed to describe the target group of launch/ first/ initial users? .................. 97
9. How to involve customers in the process? (Bottom-up process, participatory design) ................................ 99
10. What are the jobs to be done? ................................................................................................................... 99
Lecture 03 (Early) Health Technology Assessment (HTA) ............................................................................... 102
1. Assessment of digital health ....................................................................................................................... 102
2. Health Technology Assessment (HTA) ......................................................................................................... 102
3. Economic evaluation................................................................................................................................... 103
4. Budget impact analysis: Theory, steps & guidance .................................................................................... 105
5. Early Health Technology Assessment (early HTA) ....................................................................................... 108
Case 5 – Early health technology assessment and budget impact model ...................................................... 110
1. What is a budget impact analysis and how to design it? ........................................................................... 110
Example of a Budget Impact Analysis (BIA) ............................................................................................... 119
2. What are the facilitators and barriers of the budget impact analysis? ...................................................... 120
3. What is Health Technology Assessment (HTA)? .......................................................................................... 123
4. What is early Health Technology Assessment (early HTA)? ........................................................................ 124
Differences between HTA and early HTA ........................................................................................................ 124
5. What is a cost-effectiveness analysis? ........................................................................................................ 125
6. What are the methods from HTA and what are the definitions?................................................................ 126
7. What is ICER, DALY and QALY? .................................................................................................................... 127
Lecture 04 Reply lecture ............................................................................................................................... 128
Question example 1 ........................................................................................................................................ 128
Question example 2 ........................................................................................................................................ 130
Questions exam DTZ2026 ............................................................................................................................. 132
2
,Lecture 01 Customers and competitors
Contents
1. Introduction to customers and competitors
2. Competitor analysis
3. Your business
4. Identification of competitors
5. Types of competitors
6. Analyzing competitors
7. The power of customers
1. Introduction to customers and competitors
When the why is clear, the how is easy.
Keep your friends close, but your enemies even closer.
Why know competition and customers?
Stay ahead of the game:
- Launch first!
- File first!
- Increase market share
- Create opportunities (Innovate & don’t go bankrupt)
- Know the customer
2. Competitor analysis
The process by which a company attempts to define and understand:
- It’s industry
- It’s competitors
- Strengths & weaknesses competitors
- Anticipate competitor’s moves
3
, 0. Your business – Who are you?
1. Identification – Who are they?
2. Data – What are they doing?
3. Analysis – SWOT / Competitor array
3. Your business/ organization
Your strategy
Your organization
- Liability
- Financial status
- Concerns
- Culture
Your people
Your products
Your customers
4
