Business innovation in neonatal healthcare space in India
The neonatal space in India has been an area of utmost importance from a healthcare standpoint. This includes pre-natal as well as post natal care providers and how their interventions impact infant mortality.
Project Brief
A global leader in medical technology, services and solutions approached Turian Labs with the an ask revolving round two questions - How can there be a better survival rate for the preterm neonates in India and how can a doctor be more confident of the treatment outcome?
Our Approach
As a first step, the team scanned through the entire healthcare ecosystem from an India context. The output included the various stakeholders at play namely, doctors, nurses, technicians, hospitals, primary health centers, etc. This spanned through, both the public and private ecosystem. It allowed the team to map the journey of a neonate right from the pre-natal to the point of care (when it is diagnosed as RDS) and how various stakeholders play a role in this journey.
Understanding the Doctor’s mindset
One of the key levers of the study was to understand the accessibility of the RDS care ecosystem in a tier 2 and tier 3 setup and how the doctors mindset played a role in this context. This led the team to discover 2 broader mindsets viz., academic driven and more experimental and how these attitudes impacted the delivery of care.
Redefining the product construct
As a part of the research, the team spent a lot of time in understanding the product construct in terms of the product attributes and components (form and material) involved. Along with it, a study was done to benchmark the peer products and complementary product suite. These findings were also corroborated with the findings which emerged from the discussions with the nurses and technicians who are the actual users of the device/equipment. The insights from these translated into use-case specific product journeys leading to redefining the product construct.
Service design - Triangulation of product construct, doctor mindset and healthcare content
By triangulating the insights, the team was able to map an ideal ecosystem of neonate care, from the point of delivery to point of care, along with articulation of the key need. This led to the emergence of a service design blueprint which outlined the critical patient journey in a given context and what should be the attributes of the proposed product.
Key Discoveries and Client Impact
The proposed business innovation strategy helped the company identify the maximum impact area in the respiratory distress syndrome (RDS) space in India along with the aligned value propositions. The identified critical scenarios helped in envisioning the positioning of the existing and future product portfolio, along with identifying the no-go areas.