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Förslaget inkom 2005-10-17

Marketing Strategy and Commercialization of innovative telemedicine solution TeleMedIS

Summary of Organization

The Biomedical Engineering Department (MTA) together with the department of Innovation and Medical Informatics (IMI) at Karolinska University Hospital are becoming a major driving force in applying unique and innovative technological solutions in the daily routines of Karolinska. The projects driven by both departments are both national and international in nature with partners from many European countries.
One of the long-term goals of two departments is to create a testbed environment where new emerging technologies can be developed, evaluated and commercialized in European and international markets.

Thesis description

Thesis work is oriented to 1 or 2 master level students within the field of economics, marketing, business administration.

Karolinska together with Tadiran Spectralink from Israel and TeliaSonera Sweden AB is driving an innovative project ¿TeleMedIS¿ in the field of telemedicine/e-Health. The project is evaluating the TeleMedIS System, which consists of the wearable telehealth device ¿ Telehealth Monitoring Wristwatch (TMW) provided by Tadiran Spectralink, TeleMedicine Platform (TeleMed HC) provided by Karolinska, and the Wireless Network provided by Telia Sonera Sweden AB.

The thesis work will investigate the commercial viability of the solution in the Swedish market. It should be pointed out that the thesis work will study a market that is in the making. Therefore a case study approach using interviews and drawing on experiences from similar markets should probably be used. Good access to data and experts will be provided by Karolinska.

The main activities in the thesis work will be:
1) Performing detailed market research study to determine market needs, identifying target groups (segmentation), analysis of competitors strategy, and barriers of providing service according to legislation and industry standards and determining numbers and key characteristics of potential users in Sweden for TeleMedIS product.
2) Identifying specific requirements for the various identified target groups (customers) of TeleMedIS. Detailed user requirements analysis should clearly differentiate between general (market) and specific (user) requirements. These results will be used as the basis to clearly define the TeleMedIS service solution. User groups and the segment focus in Sweden will be settled.
3) To identify and analyze competitors strategy, SWOT Analysis and based on gained information, to develop sound marketing and deployment strategy with cost leadership and differentiation strategies, distribution circuits and promotion channels for TeleMedIS product in Sweden.
The outcome of the thesis will provide the roadmap towards the commercialization and deployment of the TeleMedIS product and to run the business once the evaluation is completed successfully. The opportunity of connecting the outcomes of the thesis with Karolinska¿s incubator program and Novum Science Park will be investigated during the thesis work.

The thesis report will give Karolinska the opportunity to establish a strategy for exploiting the TeleMedIS solution at a national level. There will be discussions about the model for deployment that could be achieved through creating a start-up company or by other forms.

Required Skills

The ideal candidates for thesis work should have excellent English spoken and written, knowledge in Swedish is advantageous, have short learning curve when faced with new challenges, enjoy working as a team player, but can also complete the task with minimum supervision, possess excellent communication and interpersonal skills. Following skills are required for this project:

¿ Good understanding of the value chain of technology companies including sales, marketing, product development and supply.
¿ They should be familiar with marketing strategies of innovative technological companies
¿ Can easily apply their theoretical knowledge into practice.

Since intellect


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