Visual business model design

A strategy tool to overcome the barriers to implement disposable, patient specific instruments in orthopaedic prosthesis surgery

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Abstract

In this study a modular strategy tool is generated for the implementation of disposable instruments in a future scenario concerning three main actors; hospital, manufacturer and waste handler. An iterative design cycle is completed. Desktop research and literature studies are combined with qualitative research, design thinking and co-design. An elaborated four-step framework is developed that creates a basic strategy pathway to implement disposable instrumentation for total joint replacements. Within the four step framework, a possible product journey i.e. workflow with digital, physical and system touch points is advanced. The workflow is improved by context experts in the field of device manufacturing and orthopaedic surgery. Furthermore sustainable healthcare is explored and opportunities in servitization are translated into the workflow design. The study concludes with a visual presented modular business model, derived from the elaborate workflow. Tangible and intangible value transactions between actors are presented as well as logistical based, knowledge based, cost based and efficiency transactions. Finally, a business case outlines a contract type, market share and how a win-win-win situation can be realized.