This project explored the interplay between NHS Blood Donation, their customers and their markets to explore the digital transformation that NHS need to do to undergo in order to create and sustain value in the future. Specifically, to consider how change and digital transformation is internalized and championed inside the organization and find strategies for overcoming the likely barriers that will arise.

How might we secure the donor base of the future and increase the return rate?

In general, people want to get more information about themselves and take control of managing their health and wellbeing. Digital health services are growing rapidly. There are 165,000 health related apps in the Apple store and in a survey, 54% of UK consumers said they are interested in monitoring different aspects of the daily activity or wellbeing, whether that’s the number of steps they’ve walked, the number of calories they’ve consumed, or tracking their mood.

Similarly, we have seen great interest in people getting DNA tests. For example, 23&me, a DNA testing company have been growing rapidly. From 100,000 customers in 2011, it has now tested over 1 million. The start-up is valued at 1.1 bn USD.