Towards a Service-Oriented Company within Healthcare

Towards a Service-Oriented Company within Healthcare

Gedde, T.

Hultink, E.J. (mentor)
Roscam Abbing, E. (mentor)
Lynghaug, E.A. (mentor)

Industrial Design Engineering

Product Innovation Management

Master of Science Strategic Product Design

2015-09-03

This graduation project has been executed in collaboration with the Norwegian company Redcord AS. Redcord designs and develops equipment for sling exercise training as well as treatment of musculoskeletal disorders (MSDs). Neurac, an evidence-based treatment approach, is at the core of the business. The active treatment method utilizes the Redcord equipment and one’s own body weight to restore proper neuromuscular control and functional stability. Redcord provides a course program in Neurac treatment developed for physiotherapists. Course participants who complete all steps qualify for the title “Certified Neurac Provider” (CNP). Greater patient involvement, few number of treatment sessions and less relapse make Neurac and the CNP therapists unique. The company aims to build up an international network of CNPs in order to spread the unique treatment concept, and help even more people worldwide. However, in 2014 there was a decrease in number of enrollments and an increase in the drop-out rates of participants. The organization seeks guidance on how to ensure engagement throughout the entire course program. The purpose of this project was to identify strategies on how to optimize the journey towards becoming a CNP. A second goal of this thesis was to prepare the company for a shift towards becoming more service-oriented. Both aspects are covered in the final design solution. The main focus areas in the customer research were to map out personal experiences, barriers and perceptions of successful and unsuccessful areas in the current course program. This was important in order to define requirements for a new and improved process. Six aspects causing low customer satisfaction were identified, hence (1) inaccessibe courses, (2) inadequate follow-up of participants, (3) lack of preparations in prior to a course, (4) the need of a clear goal, (5) confusing terminology, and (6) desire to share experiences. The main finding of the customer journey mapping proved to be that the individual training period in-between the offline courses is critical. Six guiding principles on how to safeguard and motivate the participants were made. The proposed design solution is an online training center that guides the participants through their individual training in a fun and engaging way. “Neurac EduCenter” inspires course participants and the organization to walk hand-in-hand throughout the program creating a holistic user experience. This thesis presents a service-led competitive strategy coupled to existing products to enhance customer relationships. Neurac EduCenter provides Redcord with an opportunity to sell monthly subscriptions to strengthen the company’s revenue stream. The concept serves as a foundation for Redcord upon a shift towards becoming more service-oriented.

Service Design
Branding
User Experience
Servitization
Healthcare
Education

http://resolver.tudelft.nl/uuid:a7b46938-8cce-4ddf-b68e-1159293eedc7

Campus only

Student theses

master thesis

(c) 2015 Gedde, T.