As discussed in my previous posts, developing a robust Customer Experience Ecosystem or CXE is key to driving revenues through customer engagement and loyalty. It is of paramount importance for a business to integrate CXE as part of its core business model. This is especially true for start-ups in search of a profitable monetization model and mature companies that seek additional revenue growths (see my post about BlockBuster). Let me talk about the business model of Telsano Health, a healthcare start-up that I’m providing strategy consulting to, as a case study.
Telsano Health is a commercial all-in-one remote health monitoring device and data integrator. Through remote data access and a digital client center that includes a website and a mobile app, Telsano Health collects vital signs and full body composition biometrics and build online health and fitness communities based on the information collected. Patients and consumers of fitness and wellness services can engage in setting and tracking of health and fitness goals, playing online fitness/health games, and share information with friends, families, and support networks.
In a word, Telsano Health’s business model is to provide a complete customer experience to influence behavior and improve health and fitness.
Here is a typical usage scenario:
Tom is clinically obese and has a slew of weight-related health problems such as high blood pressure, back pain, short of breadth, and heart problems, which make him a frequent visitor to the doctor’s office. He takes measurements of vital signs and full body composition biometrics through a Telsano Health Station at his doctor’s office, and he continues to track the measurements at a Telsano Health Station at his gym. All of the data are remotely sent to the Telsano Digital Client center, where he can share the information with friends and families, engage in fitness competition with like-minded individuals (e.g., those that also want to lose weight), and track his progress against a benchmark based on a target population that he wants to compare himself against. On his next visit to the doctor’s office, the doctor also has all the historical Telsano-collected information at hand, aggregated in a PMR (personal medial record) system the clinic uses. The information can help the doctor with diagnosis.
Now, let me run down how Telsano builds a robust customer experience ecosystem into its business model.
Integrating Health and Fitness Experiences
Traditionally the healthcare market sees a division between two main categories of products: On the one hand, we see medical-grade devices that measure BMI and vital signs at hospitals and clinics; on the other hand, there are countless over-the-counter devices developed to support personal health and fitness needs. However, few products exist that provide integrated support to both needs.
So how does Telsano help people achieve both goals in one experience? For one thing, Telsano Health Station is a combination of vital sign and body composition biometrics, speaking to both the health (vital signs) and fitness (body composition biometrics) aspects. Telsano’s integrated online health center further connects health and fitness through games, communities, and online record keeping that service both health and fitness goals. In Tom’s case, he uses the Telsano Health Station at his doctor’s office as well as a different Teslano Health Station at his gym, and measurement that he takes is integrated in the Telsano Digital Client Center, where he can track both his health goals (e.g., lowering blood pressure) and fitness goals (e.g., weight loss).
As one can see, in the Telsano customer ecosystem, we don’t distinguish between health needs and fitness needs: The measurements collected by Telsano Health Station are integrated through the all-in-one platform of the digital client center, supporting both needs through a variety of activities, games, and community-oriented endeavors.
Integrating Physical and Digital Customer Touch Points
Traditionally customers interact with the two worlds separately. In one of my previous posts, I talked about the lack of integration between the brick-and-mortar store and the online experience. This is also the story for most patients and fitness club customers — they interact with physical devices such as blood pressure monitor and scale but the measurements do not get integrated in a digital record. Google Health attempted to do that, but one needs to manually enter the measurements into Google Health and therefore render this experience cumbersome.
Fully aware of the issue, we made physical- and digital-space integration a key feature of the product strategy:
Through remote access, Telsano Health Station sends measurements to the digital client center, where the customer can track and set goals based on the measurements as well as share such information with online health and fitness communities and friends and families. No manual data entry is needed. This saves time for end users as well as health professionals such as nurses. By automatically feeds data into the digital client center, customers will find it extremely easy to act upon the measurements and engage in health and fitness enhancing activities powered by digital experience (e.g., online games, social chat about fitness).
Integrating Web, Mobile, and Social-Media Touch Points
After discussing the integration of the physical and digital spaces, now let’s take a closer look at Telsano’s digital experience. In developing a digital customer experience ecosystem, we seamlessly integrate all digital touch points, including Web, mobile, and social-media, when developing the Telsano Digital Client Center: Participants can retrieve and enter information on both the Web and mobile app interfaces, and the information can be shared through social-media sites such as Facebook and Google+ as well as online health and fitness communities, built by Telsano and maybe other services such as RunKeeper. This way, participants will use Telsano Digital Client Center as an all-in-one platform to manage their health- and fitness-related goals and activities.
A big part of the business model of Telsano Health is about creating an all-inclusive customer experience ecosystem, leveraging a combination of hardware and digital product offerings. Whereas most players in the healthcare industry focus on a particular aspect of customer experience, Telsano’s strategy is to integrate all aspects of the experience ecosystem to introduce stickiness and drive long-term loyalty.
© Frank Guo 2012. All rights reserved.