Harvard Case - Mobile Health in Diabetes: mySugr's Monster Approach
"Mobile Health in Diabetes: mySugr's Monster Approach" Harvard business case study is written by Stephen E. Chick, Kyle J. Rose, Ridhima Aggarwal. It deals with the challenges in the field of Entrepreneurship. The case study is 20 page(s) long and it was first published on : Jun 26, 2017
At Fern Fort University, we recommend that mySugr pursue a multi-pronged growth strategy focused on expanding its global reach, deepening its product portfolio, and strengthening its position as a leader in the digital diabetes management space. This strategy should leverage mySugr?s existing core competencies in technology and analytics, patient engagement, and data-driven insights to achieve sustainable competitive advantage and drive long-term growth.
2. Background
This case study examines the journey of mySugr, a mobile health app focused on diabetes management. Founded in 2012, mySugr quickly gained popularity for its user-friendly interface and gamified approach to diabetes self-management. The company faced challenges in scaling its operations and securing funding, leading to a strategic partnership with Roche Diabetes Care in 2016. This acquisition provided mySugr with access to resources and expertise, enabling it to expand its reach and product offerings.
The case study?s main protagonists are Frank Westermann, the founder and CEO of mySugr, and Thomas Sch?rmann, the CEO of Roche Diabetes Care. Their differing perspectives on the company?s future direction and strategic priorities are central to the case.
3. Analysis of the Case Study
Industry Analysis:
- Porter?s Five Forces: The diabetes management industry is characterized by high competitive rivalry due to the presence of numerous players, including established pharmaceutical companies, technology startups, and mobile app developers. Bargaining power of buyers is moderate, as patients have limited choices for diabetes management solutions. Bargaining power of suppliers is low, as the industry relies on readily available technologies. Threat of new entrants is moderate, as the industry requires significant investments in technology and regulatory approvals. Threat of substitutes is low, as there are no readily available substitutes for diabetes management tools.
SWOT Analysis:
- Strengths: Strong brand recognition, user-friendly platform, gamified approach to diabetes management, strong data analytics capabilities, strategic partnership with Roche Diabetes Care.
- Weaknesses: Limited global reach, reliance on Roche for funding and resources, potential for product cannibalization from Roche?s existing offerings.
- Opportunities: Expanding into new markets, developing new product offerings, leveraging AI and machine learning for personalized diabetes management, partnering with healthcare providers.
- Threats: Increasing competition from established players, regulatory changes, data privacy concerns, potential for technological disruption.
Value Chain Analysis:
mySugr?s value chain consists of:
- Inbound logistics: Sourcing technology and data analytics expertise, managing partnerships with device manufacturers.
- Operations: Developing and maintaining the mobile app, providing customer support, collecting and analyzing user data.
- Outbound logistics: Distributing the app through app stores, marketing and promoting the app.
- Marketing and sales: Engaging with potential users, building brand awareness, partnering with healthcare providers.
- Customer service: Providing technical support, answering user queries, addressing user concerns.
Business Model Innovation:
mySugr has successfully disrupted the traditional diabetes management industry by offering a user-centric, technology-driven approach. The company?s gamified approach and data-driven insights have contributed to its success in engaging patients and improving their self-management capabilities.
Strategic Planning:
mySugr?s strategic planning should focus on:
- Growth strategy: Expanding into new markets, developing new product offerings, leveraging AI and machine learning for personalized diabetes management.
- Competitive strategy: Differentiating itself from competitors by offering a user-friendly, gamified experience, leveraging data analytics for personalized insights, and building strong relationships with healthcare providers.
- Marketing strategy: Targeting specific patient segments, leveraging social media and digital marketing channels, partnering with influencers and patient advocacy groups.
Strategic Alliances:
mySugr?s strategic partnership with Roche Diabetes Care has been instrumental in its growth. The company should continue to explore strategic alliances with other healthcare providers, device manufacturers, and technology companies to expand its reach and capabilities.
4. Recommendations
Global Expansion: mySugr should prioritize expanding its global reach by targeting emerging markets with high diabetes prevalence, such as India, China, and Brazil. This expansion should be supported by localizing the app, adapting marketing strategies, and building partnerships with local healthcare providers.
Product Diversification: mySugr should develop a diversified product portfolio to cater to the needs of different patient segments. This could include:
- Specialized apps: For specific diabetes types (e.g., type 1, type 2, gestational diabetes).
- Integrated solutions: Combining the app with wearable devices, smart insulin pumps, and other connected healthcare technologies.
- Data analytics services: Providing personalized insights and recommendations based on user data.
AI and Machine Learning: mySugr should invest in AI and machine learning technologies to enhance its data analytics capabilities and develop personalized diabetes management solutions. This could include:
- Predictive analytics: Identifying patients at risk of complications and providing early interventions.
- Personalized recommendations: Tailoring treatment plans and lifestyle recommendations based on individual patient needs.
- Automated data management: Simplifying data collection and analysis for patients and healthcare providers.
Strategic Partnerships: mySugr should continue to build strategic partnerships with key players in the healthcare ecosystem. This could include:
- Healthcare providers: Integrating the app into existing healthcare systems and providing training for healthcare professionals.
- Pharmaceutical companies: Developing joint marketing campaigns and promoting the app to patients on specific medications.
- Device manufacturers: Integrating the app with wearable devices and other connected healthcare technologies.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: The recommendations leverage mySugr?s existing core competencies in technology and analytics, patient engagement, and data-driven insights.
- External Customers: The recommendations address the needs of patients, healthcare providers, and other stakeholders in the diabetes management ecosystem.
- Competitors: The recommendations aim to differentiate mySugr from competitors by offering a unique and valuable proposition.
- Attractiveness: The recommendations are expected to drive significant growth and profitability for mySugr, based on the increasing demand for digital diabetes management solutions and the potential for AI and machine learning to revolutionize the industry.
6. Conclusion
mySugr has the potential to become a global leader in the digital diabetes management space. By pursuing a multi-pronged growth strategy focused on expanding its global reach, deepening its product portfolio, and leveraging AI and machine learning, mySugr can achieve sustainable competitive advantage and drive long-term growth.
7. Discussion
Alternatives:
- Focusing solely on the European market: This would limit mySugr?s growth potential and expose it to increased competition from local players.
- Developing a single, universal app: This would fail to address the diverse needs of different patient segments and could lead to product cannibalization.
- Avoiding AI and machine learning: This would hinder mySugr?s ability to differentiate itself from competitors and leverage the full potential of data analytics.
Risks:
- Regulatory changes: Changes in regulations could impact mySugr?s ability to collect and use patient data.
- Data privacy concerns: Concerns about data security and privacy could damage mySugr?s reputation and hinder user adoption.
- Technological disruption: New technologies could emerge that disrupt the digital diabetes management industry.
Key Assumptions:
- The global demand for digital diabetes management solutions will continue to grow.
- AI and machine learning will play an increasingly important role in diabetes management.
- mySugr will be able to successfully navigate regulatory challenges and address data privacy concerns.
8. Next Steps
- Develop a detailed strategic plan: Outline specific goals, objectives, and action plans for each recommendation.
- Allocate resources: Secure funding and allocate resources to support the implementation of the recommendations.
- Build partnerships: Establish strategic alliances with key players in the healthcare ecosystem.
- Monitor progress: Track key performance indicators and adjust the strategy as needed.
By taking these steps, mySugr can position itself for continued success in the rapidly evolving digital diabetes management industry.
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Case Description
mySugr is a mobile health startup which allows us to explore several interlinked trends. One trend is the proliferation of health related applications, and an understanding of factors which seem to be related to success in the digital health space. Another trend is the role of patients in managing their own health, an issue of increasing importance as chronic diseases touch the lives of a growing number of individuals and consume an increasing part of the health budget. A third related concept is that of asset based approaches for health, a concept which seems to be linked to the success of a number of health apps.
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