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Get comfortable for your 5 minutes of sparks to hack.

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✨ Spark

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✏ The closer you look, the less you see

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As Albert said, 'If I had only one hour to save the world, I would spend fifty-five minutes defining the problem and only five minutes finding the solution.' We know we need to spend time understanding customers' needs. You might have a persona and a customer journey mapped out. This is a good start, but it's not enough.

This is why many businesses fail in healthcare. Being customer-centric is powerful only if you understand the system around it: What happens before your users use your technology? What happens after they use your service? Who else is involved or makes decisions?

Remember, the closer you look, the less you'll see.

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P.S: "The closer you look, the less you see" is a mantra from the great movie "Now you see me" a thriller with a fantastic magician performance - worth watching (my kids also loved it).

So now let's zoom out to see the other customers, aka the people I need to add value to.

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✏ A complex triangular roles

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The person who gets the service doesn't decide what they get or what they pay for it.

Having 3 kids, I love this sketch 😉.

• The user - the baby,
• The decision maker - the parents who selected the design and the size of the toy,
• The budget holder - the grandmother who paid.

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So for us in healthcare:

1 - The user: who will use your product(s) or service

2 - The budget holder: making the financial purchase or funding decision. They will bear the cost (e.g. national reimbursement system, insurer, out-of-pocket payment by patients, employer).

3 - The influencers: due to their position of power or legal/technical authority or their opinion and reputation, they will impact your access to the user.

• At the local level: who assesses the technical, ethical, legal, clinical, compliance, IT (etc.) aspects of the product and service or the ordering and listing of available services at the account level.
• At the national/supranational level: decision-maker for the approval (e.g. EMA, Swissmedic),
• Due to their opinion and reputation: patient associations, social media influencers, and some specific key opinion leaders.

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So we have identified 3 Customers (who use, who pay, who influence), but they are more.

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✏ The domino effect: the beneficiaries

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Who are the other players benefiting from your success in changing the system? Consider this: an insurance company will benefit if you improve communication between hospitals and ambulatory care, city residents will benefit if you reduce air pollution.

Who has positive financial incentives? Who will benefit from the efficiency and the savings your service brings? Who will have financial incentives to choose your offering over available options?

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✏ Enabler and challenger

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So now, the two missing pieces are the 'good guys' and the 'bad guys".

1- The enablers (the good guys): who will support the product throughout its lifecycle (product lifecycle support team). This includes people who install, transport, repair, maintain, ensure availability or administration, upgrade, dispose, or recycle of the product (e.g. IT department, a nurse).

2- The Saboteur (the bad guy)

Your 'saboteur' – can you hear the French accent 🤭? – may perceive your offering as a threat, potentially leading to a loss of money, power, control, freedom, or time. For example, a physician might view an artificial intelligence algorithm for diagnostics as a competitor, threatening their sense of power or control.

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✨ Hack

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So here are simple steps you can take to bring this more holistic view to your project and teams.

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✏ The truth

First, shift your mindset. I love this view of truth. Being a mum of 3 kids, I see in our system that we see as "true" is very different ( I am not talking when they on purpose lie to me 😡 😅).

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Depending on your customer's roles, they will see truth as a line, spiral, or circle. So be prepared!

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✏ The EYE exercise
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In every project, and our online coaching academy starts with the EYE canvas: the Ecosystem You Evolve canvas based on the 6 customers I listed above.

Do it as a team, and ensure you collect the needs of your top 3 most influential people in this EYE.

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✏ B2B and B2C

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This applies to B2B and B2C projects. In a B2B situation, you can map internal roles within the organization you target as customer: who influences? cybersecurity team and procurement, who hold budget? finance, who is the saboteur? IT team that will need to change their workflow and get trained.

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✏ Domino effect - capture more value

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Define your domino effect: Identify your beneficiaries and articulate your value for them.

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Once your user (with the crown) uses your solution, who else can benefit (in the blue area and then in the pink area)? The benefits can be very broad: clinical, organizational, technical, and financial.

Once identified, you can improve your value proposition, partnership design, and sales strategy.

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✏ Talk to your saboteur

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Every project has one saboteur, so find yours. And remember:

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So talk to them, understand their needs, and see how you can help them as well.

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I hope you enjoy this news. This is a core component of our Bambooster Academy 👇.

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See you in two weeks. Keep the spark alive, and be intentional :).