Commercialization of the health enhancing physical activities Lahti 13.5.2014

Isto Vanhamäki Lahti Region Development LADEC Ltd.

Private companies - Product and service development - Export concepts

HEPA concepts on public sector - Models in operation - New innovations - Focus on highlighting the effects on public health

HEPA research - Best practices - Research evidence to support HEPA marketing

International nowledge transfer and commercialisation of the Finnish HEPA concepts

Customer needs Solution

Commercialisation Awakening the interest Expertice

Marketing Trade (Parantainen, 2007)

)

Product development

Commercialisation

Service design

Product development

Commercialisation

Service design

Product development

Commercialisation

Service design

An example: GOAL Lifestyle counseling model

GOAL Lifestyle counseling model •

1)10-year cohort study (2002-2012) • • •

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2)Community-based interventions • • •

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Three birth cohorts will be followed, those born in 1946-50 (the baby boomers), 193640 and 1926-30 needs assessment general program evaluation evidence-based implementation studies development of policies and practicies

3)Community Diagnoses •

Combining data from cohort study, statistical reports and policy documents from each municipality.

STEP 1. Identifiying potential markets: The GOAL Lifestyle Intervention Project Case United Arab Emirates The problem:

• The UAE is ranked 11th worldwide, with 18.9% of the UAE population are living with diabetes. • UAE residents are receiving a diagnosis of diabetes between 11 and 19 years earlier than the worldwide average • The highest population of diabetics falls into the 40 to 44-year-old range, compared with the global average of 55 to 59 • Problems especially acute in children aged 11 to 15, of whom 40 per cent were overweight or obese, and 16 to 19, of whom 39 per cent were overweight.

Percentage of people with diabetes: 1. Micronesia 37.2% 2. Nauru 30.1% 3. Marshall Islands 27.1% 4. Kiribati 25.5% 5. Tuvalu 24.8% 6. Kuwait 23.9% 7. Saudi Arabia 23.4% 8. Qatar 23.3% 9. Bahrain 22.4% 10. Vanuatu 22.0% 11. UAE 18.9%

STEP 2. Analyzing the starting point: Strenghts: • Group-based lifestyle counseling is a feasible method for evidencebased prevention in real life settings. • Low attrition during the study reflects acceptability among participants. • The implementation requires only a moderate amount of training. • When delivered to a group of 11 people, each participant gets 12 hours of counseling with an average input of 1.6 hours per participant from the facilitator • Export network already running in the Arab countries

STEP 2. Analyzing the starting point

Challenges: -

Complete service packages were missing

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Easy- to-understand marketing material and information of the method were missing

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High expertice in research and implementation but commercial skills were missing

STEP 2. Analyzing the starting point

STEP 3. Inner and outer commercialization process Identification the needs on different customer segments: e.g. location, content, accessibility

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Customer needs

Commercialisation

- Who pays the Customer service? engagement - How the Customer customer can feedback attend the Outerthecommercialisation Structuring service? service package process - Transportation? based on the - Schedules and customer point timing? of wiev

Content definition

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Technical definition

Solution -

Expertise

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Definition of the current state in the organisation
modification of the services -

”Cut up” the - Pricing service into - Cost structure pieces - Operators Choosing the commercialisation kay Inner - Knowledge of the elements and process employees cutting the - Responsible ”unessential” persons Defining the - Resourcing service package

Easier control and implementation Easier for customers to attend

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Lower operational costs Easier to make proposal when attending tenders

STEP 4. ”Exploding” and rebuilding the service package -

Creating sales arguments
easy-to-read materials

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Customer benefit and added value (municipality/public healthcare operators) -

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Identifying customer needs and offering a relevant solution Operational efficiency, cost reducing Developing the expertice of employees

Benefits for the end-user (the patient) -

Efficiency of the treatments and prevention The social dimension (group based method)

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Using research results and references as marketing arguments

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Standardisation of the sales situations and negotiations -

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Healtcare professional not necessarily needed on the receiving side

Building export networks for international implementation

Highlighting the customer’s own resources
every municipality has their own focus groups
how to treat them most effectively?

Sorting out the customer's needs

Clarifying why our method is the best available to fill the customers needs?

Easy-tounderstand arguments: What’s the effect of the method and what’s the expected impact

Social dimension

Effectiveness of the treatment Benefit for the end user

Benefits for the customer (municipality) Effectiveness

Agree the future contacting and submitting the offer

Pricing basis and an example price

Research references

e.g. 3+1 package

Previously trained consultants

Extra materials extra sales

User references in Finland and internationally

Saving money Development of the employees

Customer-orientedness and peer support inside the organisation

Research input in concept development ”The design brief”

Customer engagement Concept definitions Testing and prototyping

Consolidation Connection Collection of research inputs

Market launch Market diffusion

STEP 5. Building the commercialized service package The solution:

Program Pilot Project Management 24 mo

Needs Assessment and Planning of Program Pilot 6 mo

8 Workshops 25 Days of Consultancy

Training and Materials for Screening, Intervention and Collection of Evaluation Data

Support in Pilot Implementation and Evaluation 12 mo

Adaptation and Planning for Scaled-up Program

5 Days of Training

2 Workshops 10 Mentoring Sessions 30 Days of Consultancy

3 Workshops 20 Days of Consultancy

6 mo

THE GOAL LIFESTYLE INTERVENTION PROJECT Figure 1. The GOAL Lifestyle Intervention Project Components

Figure 2. The GOAL Lifestyle Intervention Project Outcomes by Components Needs Assessment and Planning of Program Pilot

Training for Screening, Intervention and Collection of Evaluation Data

Support in Pilot Implementation and Evaluation

Adaptation and Planning for Scaled-Up Program

Report on Needs and Capacities for Lifestyle Intervention

Professionals with Skills and Knowledge for Screening, Lifestyle Change Group Coaching, and Registering Evaluation Metrics

Materials for Screening and Lifestyle Intervention

Culturally Acceptable Program

Process Model for Screening, Lifestyle Intervention and Follow-Up

Evaluation Framework Evidence for Program Feasibility and Outcomes

Feasible Process Model Outlining Roles and Responsibilities in Promoting Healthy Lifestyle Action Plan for ScalingUp

Figure 3. The GOAL Lifestyle Intervention Project Timeline Needs Assessment and Pilot Planning

0

3

Pilot Program Implementation and Evaluation

Training

6

9

12

15

Planning for Scaling-Up

18

21

24 mo

Figure 4. Research evidence: 1-year and 3-year effectiveness studies on GOAL implementation

STEP 6. The market plan ”Argumentation - why our product will solve all the problems in the market” • 827,000 people between the ages of 20 and 79 with diabetes in the UAE. (34M in the GCC) Of those, 322,000 are undiagnosed, nearly 39 per cent of those who have the disease. • The estimated annual costs attributed to diabetes in the UAE are forecast to increase to as much as $1.04 billion by 2020, representing a 58percent increase from an estimated $657 million in 2010

• Direct diabetes treatment constitutes approximately 40 percent of the nation’s overall healthcare expenditure. • It is vital that the private sector, which is greatly impacted by the costs of providing insurance and of lost employee productivity, play a critical role within the country to take collective action across society to address this growing public health issue

STEP 6. The market plan How it will be done?

• Implementation project for GOAL Diabetes Prevention Program - 2year process • Tailor-made partnership project based on customer needs and capacities, including all the sub-products such as learning materials • Development, implementation and evaluation of a Diabetes Prevention Programme in customer-defined organizations • Co-creation of processes for recruitment, intervention and follow-up together with key stakeholders. • Lifestyle change intervention programme training that provides necessary skills for conducting the intervention End-product: Diabetes Prevention Process programme

End-product: 24 professionals trained as programme users

STEP 7. Fitting in the big picture and networking REHABILITATION/PHYSIOTHERAPY

PREVENTIVE HEALTHCARE

HEALTH EDUCATION

EQUIPMENT

Fitness equipment Pre- and postoperational rehabilitation

Operational models in fysiotherapy Finnish technology Management

Type22Diabetes Diabetes Type preventionand and prevention treatment treatment Nutrition Health Enhancing Physical Activity (HEPA) Lifestyle counseling model

Further education, tailor made courses, postgraduate studies

Treatment tables and beauty chairs

Evidence based practice in nursing and health promotion

Innovative methods such as low-frequency treatment

Quality and development processes in health care

Medical simulation centres Maintenance Services Technical support Training

Thank you! Isto Vanhamäki MSc, Business Development Manager Lahti Region Development LADEC Ltd. +358 40 727 6376 [email protected]