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NHS

Case

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.

Challenge

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.

Result

In a nutshell, the NHSBT has to transform into a revenue generating, diagnostic and educational / knowledge-based service.

The NHSBT moves away from the collection of a product – blood – to the provision of a service. This service is blood diagnostics for donors, coupled with tailored advice to help donors meet their health and wellness goals.

A donor can choose one free blood test each time he or she goes for a donation. For example, they can choose a Vitamin D test, or a cholesterol test. For additional tests, donors have to pay extra (at a costs still far below market price). Thereby we create a revenue stream for the NHS. This is essentially a freemium model. Get one blood test free. Buy add-ons.

The overall benefit for the NHS and the country is that it contributes to the shift from treatment of illness to prevention. This will contribute to reducing the overall costs for the NHS in the future.

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