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Name Olivia Lee
NetID olee271
Group Number: 120
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Tutorial Details
Tutor: Day: Time:
Kayur Ramson Monday 2pm
Time Spent on
26 hours Word Count: 1798


Every day emergency care workers are ordered to retrieve people who are in critical medical
conditions. However, the inability of doctors and emergency care workers to perform minor
procedures inside the ambulance is inefficient. Furthermore, retrieving patient information
within a hospital requires nurses to physically find files for doctors to read, increasing the
possibility of misread information due to messy handwriting.
The MYCARE watch will provide a new way for doctors and medical professionals to obtain
patient files. It will be a wrist-watch with an ejectable sim-card that holds patients' medical
history and information, identification and emergency contact details. With any computer
access, patient information will be viewable by anyone anywhere, solving problems like the
emergency care workers’ inability to treat patients. Nurses will no longer need to find
patient files as well, benefiting the hospital's emergency care ward overall.
3.1 Vision
“A world where everyone has an increased chance at survival”
3.2 Industry Analysis: Health Technology Industry
Industry: Health Technology Industry
Force: High/Low: Justification:
Buyer power: Low The buyer power is low in the health technology
industry due to a limited range of products
consumers can make in the industry. The Medical
Technology Association of New Zealand (n.d)
states that the medical technology industry


"supplies approximately 95 percent of all non-
pharmaceutical products used in both the public
and private healthcare facilities in New Zealand".
Also, the buyer power is low in this industry as
there are no watches which serve this function
within the industry yet.
Supplier power: High As specific raw materials will need to be acquired
to create the MYCARE watch, supplier power will
be high. There will be a limited amount of
suppliers who will be able to supply the goods
needed to manufacture the product.
Threat of new entrants: Low
There is a huge price barrier preventing people
from entering this industry. Majority of health
technology industry companies require
government funding due to the need for funding
for the development of new health technology.
The Medical Technology Association of New
Zealand (n.d) had stated that "$67 million in
Research and Development in 2013" had been
invested into the industry itself. It is hard to
receive funding however as stated by The Medical
Technology Association of New Zealand (2010)
stated ” This funding is particularly targeted at
“medium to large intensive firms which can show
that their activities result in wider benefits to
New Zealand.” (p.26)
Threat of substitutes: Low Threat of substitutes will be low as the only
possible substitute for the MYCARE watch is the


physical files of patients held in hospitals
Rivalry among existing
Low Rivalry among existing competitors is low as there
is no product within the health technology
industry which offers the same functionalities as
the MYCARE watch
Overall attractiveness of the industry: The industry is quite attractive. The introduction of
the MYCARE watch into the industry will give a first-mover advantage whilst entering the
market. It also appears attractive in the long term as The Medical Technology Association of
New Zealand (n.d) predicts that there will be a "revenue growth of between 14-16 percent
per annum."
3.3 Customers and Thei r Needs
Initially, this product will be aimed towards those susceptible to injury such as the elderly or
the mentally disabled. People suffering from mental illnesses or have lost consciousness
need a way to identify themselves and contact family members for assistance.
All patients within the emergency ward also require some certainty of not being prescribed
with wrong medicines from misread information or incorrect patient's file at hand. Jeremy
Dale, Judith Green, Fiona Reid and Edward Glucksman (1995) stated "The development of a
prospective method for identifying patients attending accident and emergency with
problems... was a necessary step towards implementing service developments." (p.423)
3.4 The Product and Service
The MYCARE watch will satisfy the customer's needs as it will contain the patients' medical
history/information as well as a form of identity and emergency contacts. Only doctors with
special access can alter the information within the sim-card to prevent the possibility of
recording errors.
By storing information via a computer, the chances of doctors misreading information will
be eliminated since physically writing down patient information is unnecessary.


An ejectable sim-card will also solve the issue of transferring information between hospitals
for patient information. This would benefit especially in the long term as doctors can easily
retrieve patient information from overseas.
3.5 Suppliers and Partners
Phillips Healthcare ltd.
Phillips Healthcare ltd is well-known for their global contribution towards advanced
healthcare technology. They offer supplies for almost all technology and are always
attempting to improve their material.
Global Healthcare Technology (2010) states "Philips Healthcare offers a patient-first
approach to technology that makes more sense for today’s clinical care environments - an
approach based on elegant system design that matches advanced technology to the
changing needs of clinicians and patients"
Shamrock Industries
Shamrock Industries is well-known for their contributions in the medical engineering field. It
will aid the start-up company with the development of the MYCARE watch.
Shamrock Industries (2010) states, that "Technology businesses across the Medical, and rely on our specialised precision engineering skills for both
components and equipment". This proves the advantage of having Shamrock Industries as
one of the suppliers for the company as high quality equipment and components are
GE Healthcare
Known to be one of the largest health technology industries in the world, the partnership
with GE healthcare will improve the company’s marketing strategy and the technology with
an insightful exchange of knowledge.


GE Healthcare (2014) - "GE Healthcare’s IT Services are designed to connect productivity
with care by increasing usability, enhancing performance, and optimizing a solution’s return
on investment"
The product’s promotion will also become easier and the company’s leading professionals
will develop technology in a more efficient way.
Various New Zealand Hospitals
The partnership with various New Zealand hospitals will allow easy retrieval of the
information stored in the watch. This will also increase the promotion of the product.
3.6 Strategy: Broad Differenti ation Strategy
Initially the product will follow a focused high cost strategy. It will be high cost as the
advanced technology harnessed by the device will be quite expensive. At first, it will be
aimed at a narrow market: for people most susceptible to injury with need of emergency
In the long term, it will become a broad differentiation strategy. The targeted market will
become broader to increase efficiency amongst all New Zealanders, giving everyone a
higher chance to survive. It will remain high cost due to the required technology to develop
the watch.
The overall strategy is therefore Broad Differentiation Strategy.
3.7 Value Chain Activity: Product and Technol ogy Development
The most important value chain activity for this business is Product and Technology
Development as the watch must be manufactured with the most advanced technology. To
fulfil the company's vision, the manufacturer must be trusted to reduce errors from
technological difficulties regarding the watch. Because such advanced technology is needed,
the cost will remain quite expensive.


3.8 Business Processes
doctor/medical professional will request it online. Once the transaction has been
successfully processed, raw materials will be acquired by various suppliers and sent to a
manufacturing warehouse. After assembling the watch, it will be tested. If it is faulty, it will
be fixed by a technician or trashed otherwise. Non-faulty and repaired products will then be
packaged and sent to administration for programming of data specific to each customer.


3.8.2. SALES PREPERATI ON PROCESS – To prepare the MYCARE watch for the customer,
administration will first receive it from the manufacturing warehouse where the consumers’
medical information are retrieved by individuals via partner hospitals. This information is
saved into the sim-card to ensure accuracy which will then be double checked by nurses at
partnered hospitals. If there is an error, the company’s employees will request the correct
information from the hospitals, repeating the process. Accurate information will be checked
again by an employee within the administrative department, and then shipped to the


3.9 Functionalities
 Order is sent through and transaction is made
 The product is tested for errors/faults
 Medical information regarding patient is recieved from hospitals
 Product is repackaged and shipped to customer
3.10 Systems

3.10. 1. INFORMATI ON RETRIEVAL SYSTEM – For the MYCARE watch to contain information
about each individual customer in the sim-card, their medical details must be retrieved from
a hospital. During this process, the information must be confidential to protect the patient’s
privacy. This system increases the patients’ chance of survival by storing all their medical
information in the watch’s sim-card.
3.10. 2. ONLINE PURCHASING SYSTEM - This system will allow customers to order/purchase
the product. This requires the customers’ approval to obtain the patient's information,
demonstrating interaction during the online purchase. The administration will also be
provided with basic information about the customer for retrieving information later on.
3.10. 3. PRODUCT ANALYSIS SYSTEM - As doctors will rely on the MYCARE watch for storing
patient information accurately, this product analysis system is important in fulfilling the
company’s vision. In fatal situations, the product must function to give patients an increased
opportunity to survive. Information must also be checked for errors in the sales preparation
process before sending it to the customer. This ensures accurate information and minimises
future problems with patient information in the hospital.


3.11. Summary Table: Value Chain to Systems

Value Chain
Processes Functionalities Specific Information
Broad Information

1. Product
1. Order is sent through and transaction is
2. The product is tested for errors or faults

1. Online purchasing system
2. Product analysis system
3. Material purchase system

1. Transaction Processing
2. Supply Chain
management system
3. Supply Chain
management system
2. Sales
1. Medical information is recieved from
hospitals about the patient
2. Product is repackaged and shipped to

1. Information retrieval
2. Product packaging system
1. Collaboration systems
2. Supply Chain
management system


In conclusion, the health technology industry is attractive as the company will have a first-
mover advantage. The generic short-term strategy for the company will be focused high cost,
though in the long term, the aimed market will become a broad differentiation strategy. The
cost will remain high as the value chain activity for the company will be product and
technology development, meaning the making of the watch will require the most advanced
and high quality materials.
Information systems delivers value as with collaboration systems, productivity can be
increased while maintaining the product’s quality. This is evident within the product analysis
system in which the partner hospital will help to check for errors in the product.

 Medical Technology Association of New Zealand (n.d), About MTANZ, Retrieved from

 Global Healthcare Technology (2010), Phillips Health Care Technology Ltd, retrieved

 Shamrock Industries (2010), Home, retrieved from

 GE Healthcare (2014), Healthcare IT services, retrieved from

 The Medical Technology Association of New Zealand (2010), Medical Technology; A
guide to Market Access in New Zealand, p. 26,

 Jeremy Dale, Judith Green, Fiona Reid and Edward Glucksman (1995), General
practice; Primary Care in the accident and emergency department: 1. Prospective
identification of patients, p.423,