Challange Two years ago my company made a decision to forma a R&D team and launch the project of the  new medical device which will allow to offer remote monitoring services to the patients undergoing  the „X” therapy. It was obvious that there is a room for improvement in currently available services   and new technology could change the „X” therapy. Corporate Strategy Department has identiﬁed a  niche on the market that none of the competitors was interested in that time. The project team has  came-up with the list of key features of new product, has determined the key elements of the  medical procedure for therapy „X”, has identiﬁed all legislation requirements applicable to this  category of medical products, and identiﬁed patients, healthcare professionals and insurers  (providing a healthcare insurance to the patients) as a key stakeholders including their plausible  needs. Based on above information the R&D department has prepared a product prototype for  clinical tests, and afterwards preproduction model that could be used for real case tests on  patients. Since no one before has offered a product for this market segment it was very difﬁcult to establish  a detailed business model (BM) for this product. Main elements of BM were obvious but there was  a list of details which were critical for new product to succeed. The key challenge of the ﬁnal stage  of the project was to gather missing information required to ﬁnalise the business model. The  company had already relation with more than 100 clinics across country, and with all major insurers  providing ﬁnancing for healthcare services offered to the patients.

Selection It was not clear what is the optimum business model for such a cutting-edge technology. However  for the team it was clear that missing information can be gathered in the ﬁeld. During clinical tests  the team has conﬁrmed the effectiveness of the new technology. But now they were looking for  answer to the question: What will work from the business point of view? They decided to use  Learning Launch to ﬁnd the answers.  Learning launch is the best tool to obtain an answers for the questions which require the ﬁeld  research or the experiment representing real life scenarios. It was presented in module 4 of the  Design Thinking course and it is tool number 10 of all tools proposed by the Design Thinking  methodology.

Application The team had three questions they wanted to ﬁnd answers for:  - What is the impression of the healthcare professionals about new product?  - What are the details of the business model for the service that will use the new technology? - What is the optimum ﬁnancing model for the service that insurer should use?

The ﬁrst learning launch was designed to obtain answers to question one and two. 5 clinics were  chosen with the longest cooperation history with the company. The system was introduced to  healthcare professionals in the clinics and they were asked to us the product for patients  monitoring for two months. During that period once a week company’s sales person was contacting  with the clinic and collecting feedback to questions from the specially designed survey and  collected also all process participants impressions. During the ﬁrst launch sales team was also  collecting information required to workout with insurers an optimum ﬁnancing model.  After the ﬁrst launch was completed the sales team started negotiations of new insurance with the  insurers, which will provide ﬁnancing for the new „X” therapy monitoring service. Also BM was  ﬁnalised based on gathered in surveys information. In order to get a ﬁnal conﬁrmation of the business model the second learning launch was designed  and launched in 10 clinics across the country.  It also lasted for two months and once a week  company’s sales person was contacting with the each clinic participating in the pilot project, and  collecting feedback to questions from the specially designed survey and collected also all process  participants impressions. During this period new product was used for the patients’ monitoring as it  was intended by the company. Two learning launches allowed to the project team to gather all missing information and close all  opens items related with BM and ﬁnancing model.

Insights Two learning launches were a perfect tool to test assumptions deﬁned on the previous project  phases. This tool is very useful before roll-out of all kind of the products or services that are novelty  on the market and in cases when it is very difﬁcult to predict customers reaction on the new  product. It is also perfect tool to test a concepts that require ﬁeld tests, with involvement of the end  users, tests that are required before product will be ofﬁcially rolled-out to the broad market.  Especially in medical devices industry it s a very helpful tool that helps to avoid costly mistakes  during new cutting-edge product introductions. Thanks to the insights from two conducted learning launches it was possible for the project team to  adjust business model, and prepare ﬁnancing model for the service before product was ofﬁcially  announced to the market. As a result the company could offer new product during roll-out with the  optimum ﬁnancing and business model at that time.

Approach According to the team the learning launch is the single most effective tool that can solve the  challenge the team was facing within design thinking methodology. In case described above the  experiments conducted in real life environment, involving end users and key stakeholders are  always the most effective way to test end product business model. The insights and experience  collected during project is valuable lesson for the team, and will be used by the project participants  for continuous improvement of the tolls used within company.


Challange Two years ago my company made a decision to forma a R&D team and launch the project of the new medical device which will allow to offer remote monitoring services to the patients undergoing the „ X ” therapy . It was obvious that there is a room for improvement in currently available services and new technology could change the „ X ” therapy . Corporate Strategy Department has identiﬁed a niche on the market that none of the competitors was interested in that time . The project team has came - up with the list of key features of new product , has determined the key elements of the medical procedure for therapy „ X ” , has identiﬁed all legislation requirements applicable to this category of medical products , and identiﬁed patients , healthcare professionals and insurers ( providing a healthcare insurance to the patients ) as a key stakeholders including their plausible needs . Based on above information the R&D department has prepared a product prototype for clinical tests , and afterwards preproduction model that could be used for real case tests on patients . Since no one before has offered a product for this market segment it was very difﬁcult to establish a detailed business model ( BM ) for this product . Main elements of BM were obvious but there was a list of details which were critical for new product to succeed . The key challenge of the ﬁnal stage of the project was to gather missing information required to ﬁnalise the business model . The company had already relation with more than 100 clinics across country , and with all major insurers providing ﬁnancing for healthcare services offered to the patients . Selection It was not clear what is the optimum business model for such a cutting - edge technology . However for the team it was clear that missing information can be gathered in the ﬁeld . During clinical tests the team has conﬁrmed the effectiveness of the new technology . But now they were looking for answer to the question : What will work from the business point of view ? They decided to use Learning Launch to ﬁnd the answers . Learning launch is the best tool to obtain an answers for the questions which require the ﬁeld research or the experiment representing real life scenarios . It was presented in module 4 of the Design Thinking course and it is tool number 10 of all tools proposed by the Design Thinking methodology . Application The team had three questions they wanted to ﬁnd answers for : - What is the impression of the healthcare professionals about new product ? - What are the details of the business model for the service that will use the new technology ? - What is the optimum ﬁnancing model for the service that insurer should use ? The ﬁrst learning launch was designed to obtain answers to question one and two . 5 clinics were chosen with the longest cooperation history with the company . The system was introduced to healthcare professionals in the clinics and they were asked to us the product for patients monitoring for two months . During that period once a week company ’s sales person was contacting with the clinic and collecting feedback to questions from the specially designed survey and collected also all process participants impressions . During the ﬁrst launch sales team was also collecting information required to workout with insurers an optimum ﬁnancing model . After the ﬁrst launch was completed the sales team started negotiations of new insurance with the insurers , which will provide ﬁnancing for the new „ X ” therapy monitoring service . Also BM was ﬁnalised based on gathered in surveys information . In order to get a ﬁnal conﬁrmation of the business model the second learning launch was designed and launched in 10 clinics across the country . It also lasted for two months and once a week company ’s sales person was contacting with the each clinic participating in the pilot project , and collecting feedback to questions from the specially designed survey and collected also all process participants impressions . During this period new product was used for the patients ’ monitoring as it was intended by the company . Two learning launches allowed to the project team to gather all missing information and close all opens items related with BM and ﬁnancing model . Insights Two learning launches were a perfect tool to test assumptions deﬁned on the previous project phases . This tool is very useful before roll - out of all kind of the products or services that are novelty on the market and in cases when it is very difﬁcult to predict customers reaction on the new product . It is also perfect tool to test a concepts that require ﬁeld tests , with involvement of the end users , tests that are required before product will be ofﬁcially rolled - out to the broad market . Especially in medical devices industry it s a very helpful tool that helps to avoid costly mistakes during new cutting - edge product introductions . Thanks to the insights from two conducted learning launches it was possible for the project team to adjust business model , and prepare ﬁnancing model for the service before product was ofﬁcially announced to the market . As a result the company could offer new product during roll - out with the optimum ﬁnancing and business model at that time . Approach According to the team the learning launch is the single most effective tool that can solve the challenge the team was facing within design thinking methodology . In case described above the experiments conducted in real life environment , involving end users and key stakeholders are always the most effective way to test end product business model . The insights and experience collected during project is valuable lesson for the team , and will be used by the project participants for continuous improvement of the tolls used within company .