“Who should we talk to?”: How insights help you to gain understanding in a complex value net, without entangling yourself?

Dr. Pamela ZH Pauwels

Philips Healthcare

Introduction of End User Driven Innovation Process

Some teething problems

Innovation teams sometimes disconnected

from sales team or the other way around

Team continued to focus on the traditional buyer(s)

Confusion about who the end-user is

• How to innovate and find focus without setting ourselves up for failure?

• How can insights help us to be better at redefining the buying & usage process?

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Who is ‘customer’?

• Who are crucial in delivering your business goals?

• Who are these different stakeholders in the value chain? What are the relationships between them?

• What is the context ?

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Typical Key PlayersEnd User

The End User is the last person in the stakeholder chain to experience a difference or effect from the product/service

Key stakeholder /user

The key stakeholder is the person with the most to lose and most to gain from the problem we have identified (insight) and the benefit we offer. They are normally the one who mentions this insight first and can articulate most detail about the problem so for this reason .

Customer

The customer is the person or group of people who purchases and pays the bill for the solution based on the insight. They may be the key stakeholder, but do not have to be

Other stakeholders or users

It is good to have an understanding of who the others that influence the flow of decision making. With others we refer to experts, opinion leaders, government, patient association, etc. If they do not recognize the problem (insight) or agree with the solution they may boycott it.

Changing our approach to researching the market • Harvest knowledge in the organization first • Exploring your innovation ideas = first step of the selling

process • Accessibility vs. Status vs. Method• MR in B2B = Balancing (Research Method +

Communication + Co-creation)

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Case study: Patient Monitoring Takes Measure Of New Stakeholder

Case Study Bringing benefits to all players in the value chain

Case study: Picking your first points of contact differently

3 things you should remember

• Slow down before accelerating

• Take in account the holy trinity: buyer – (end) user – key influencer

• Start with the end in mind

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Thank you for your attention