A New Business Model for Sleep: Philips Health
Can a new service design model improve user compliance for medical devices?
Client
Philips Health
Project
Launching a new business model
Philips faced increasing commoditization in the sleep therapy market and decided to focus on services and software for clients and physicians. This shift from hardware to patient compliance and outcomes would impact Philips’ operations, development priorities, pricing, and sales model. Leadership and team members needed to understand and embrace the new business model strategy.
ThoughtForm created a series of clear and engaging communication tools that shared the business model strategy with internal and external stakeholders. The visual thinking involved in developing these tools also allowed Philips to refine the details of the vision.
Who did we help?
Philips Health is an industry-leading health care technology company that serves over 100 countries and has almost $21 billion in annual revenue. With leading research, design, and innovation capabilities, Philips Health partners with their customers to transform health care delivery.
Using Foglifters to make sense
To provide the team with a comprehensive overview of the new service offering, we led the Philips team through a collaborative design process, ultimately developing a Foglifter visual explanation to enable stakeholders to quickly and easily understand the gist of the strategy then dive into additional detail if needed.
Captured the initiative team’s vision for the new product strategy and service design.
ThoughtForm met with the Philips team and used visual thinking facilitation techniques to understand the essential criteria and system pieces of the new business model. Creating a series of napkin sketch drafts of the visual model allowed the project team to explore different storytelling structures and refine key messages. Along the way, ThoughtForm helped Philips refine their overall approach to the service offering and begin to define details of the implementation.
Developed a refined Foglifter® to build alignment and gain leadership buy-in.
ThoughtForm refined the design drawings and napkin sketches to develop a FogLifter. This visual explanation was used broadly with leadership and implementation teams in both 11” x 17” placemat and presentation formats. The Foglifter’s visual storytelling helped stakeholders quickly understand the project team’s approach, how the new business model differed from the existing model, and the advantages of the strategy. The Foglifter was supplemented by Deep Dives, which provided additional details necessary for implementation.
Packaged the course as a complete kit.
Once leadership approved the new vision and the implementation team defined an approach to move forward, it was time to prepare the organization for the shift. ThoughtForm created experience maps and implementation plan timelines to ensure alignment and realistic expectations for internal teams in IT, operations, customer service, and products, as well as external stakeholders such as distributors and physicians.
The Patient Management System Foglifter
The Impact
The combination of a Foglifter with polished visuals and descriptions, deep dives into all of the implementation details, and experience maps and implementation plan to ensure alignment gave Philips Health the power to:
Increase speed to market by using prototypes to work through service design kinks.
Secure leadership buy-in and approval, resulting in continuous initiative funding.
Launch a new service offering that improved user experience and lowered costs.
Foster internal alignment and a company culture of innovation.