From Digitalization to Digital Transformation
To take concrete steps towards this transformation, we recommend a gap analysis of your product range to streamline options for strategic action. One of the focal points of this analysis should be the current extent of the following factors:
1. Use of analog or digital methods: Application of digital diagnostics and analytics tools, embedding in channels such as eHealth, mobile apps and health care platforms, et cetera.
2. Connection between the product and its environment: For example, measurement and documentation of symptoms and initial diagnoses by patients.
3. Communication with patients, as assistance with drug intake via smartphones and smartwatches or individual communication between the parties involved (pharmacists, physicians, patients) to establish the so-called “value beyond the pill”.
4. Process adaptation to digital opportunities: The patient becomes the focal point; the opportunities for seamless process integration and interaction between industry and customer offer great potential.
5. Development and use of new business models that can only be implemented digitally: For instance, custom dosage of medication depending on the condition of the patient (measurement and diagnostics via a smartwatch, smartphone camera and bathroom mirror with an internet connection).
6. Digital leadership: Management, organizational structures, staff and their qualifications … – which requirements do the new business models bring, and how are we positioned to meet them?
Experience has shown that this approach highlights the relevant strategic and operational gaps along with the resulting options for action. Both the business model and the products must be evaluated at regular intervals to ensure that all current digitalization opportunities are being used to accomplish the digital transformation.
■ Andreas Hock