Healthcare and Augmented Reality Applications

This assignment examines the burgeoning field of augmented reality (AR) within healthcare. It explores diverse applications of AR in education, patient care, surgical procedures, and more. The analysis considers both the advantages of AR, such as enhanced visualization and improved communication, as well as potential challenges like cost and user adoption. Furthermore, the assignment delves into future trends and predictions for the role of AR in shaping the future of healthcare.

RUNNING HEAD: DIGITAL INNOVATION 1
CLINICLOUD
Digital innovation
VR & AR in health care industry
Submitted by:

Executive Summary
The report Focus over the business model and canvas of Clinicloud. An analysis regarding the
changing business trends is given in order to gain sustainability. With the changing scenario, it
has become to align the projects as per the customer needs. Clinicloud is combining the health
care needs with the customers need and successfully gaining the competitiveness. The start-up is
using digital innovation in developing resources for the benefit of the industry.

Contents
Introduction......................................................................................................................................5
Background of Organization........................................................................................................6
Business model canvas in the context of Virtual Reality and Augmented Reality.........................6
Infrastructure................................................................................................................................6
Key Activities...........................................................................................................................6
Partner Network.......................................................................................................................7
Alignment of business model and value proposition.......................................................................7

Offering........................................................................................................................................7
Value Propositions...................................................................................................................7
Price and efficiency..................................................................................................................7
Overall customer experience and outcome..............................................................................7
Identification of the different customer segments...........................................................................8
Customer Journey........................................................................................................................8
Customer Segments..................................................................................................................8
Mass Market.............................................................................................................................9
Niche Market:...........................................................................................................................9
Channels...................................................................................................................................9
Customer Relationships............................................................................................................9
Personal Assistance..................................................................................................................9
Automated Services..................................................................................................................9
Communities............................................................................................................................9
Co-creation.............................................................................................................................10
Finances.....................................................................................................................................10
Cost Structuree.......................................................................................................................10

Value-Driven..........................................................................................................................10
Recommendation...........................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................11

Introduction
The report provides an insight into the changing scenario regarding the use of Virtual Reality and
Augmented Reality by the medical professional. In the recent time there are multiple changes
introduced in medical industry in Australia. With a fastest changing and developing industry it
has become important to use the tools in the context of the current market capabilities. This will
be helpful for understanding the future prospect of an issue related to a problem (Ma, Jain and
Anderson, 2014). The report highlights the business model and canvas related to the start-up-
Clinicloud. Further analysis regarding the changing business trends helps in guaranteeing
sustainability. With the changing scenario, it has become to align the project in order to gain total
value. AccuVein helps in providing with locate patients' veins more precisely for injections. VA-
ST is helping those with an impaired vision. There are different apps that are helping children
and adults on the autism spectrum and teach life skills. Surgical Navigation Advanced Platform
(SNAP) lets physicians display their plans for a surgery. This helps patient and his family to
understand the overall procedure. The augmented technology Saagara is aimed at improving
individuals' general physical/mental health and well-being using AR technologies
They are looking out for an efficient utilization of technology in order to gain competencies. It is
an effective organizational policy that is important to gain competencies in the changing business
environment (Ma, Jain and Anderson, 2014). The overall purpose of gaining competencies is to
meet the expectations of the customers. This can only happen if the customers are satisfied with
the organization mission and value statement. It is however important to align the objectives of
the organization with the business context (ADHA.2016). Workforce shortage is major issue
seen in the Australian healthcare domain. However, with an increase in technology it has become
important in Australian healthcare to improve the quality of life (ABS. 2016).

Background of Organization
The company began with a trial product and a simple idea to add technology with health care
products. Clinicloud is instituted by Dr. Hon Weng Chong and Dr. Andrew Lin in 2012. The
company won Microsoft Imagine Cup and gain acceptance around the world. Their products,
knowledge and services are used by people around the world including the world's leading health
care providers. Population is ageing, and physician shortages have reached to an all time high
level. Clinicloud is providing with an affordable, smart and spontaneous medical devices and
services that anyone can access (Clinicloud, 2017).
Business model canvas in the context of Virtual Reality and Augmented Reality
Clinicloud is providing with multiple health care solution with the virtual and augmented
technology. VR and AR allow in making applicable research and development in the project.
Customers are more aware about the changes taking place in the Health care environment.
Augmented reality has come up as an effective tool for meeting an individual needs related to
health (Frost, Sullivan. 2015; Greenwald et al 2017).
Infrastructure
Key Activities: The purpose of managing the significant activities is to add value proposition.
Clinicloud is efficiently implying the business model by connecting the VR with the real world.
The products are sold through the online shop and are also available at the offline store. This is
only possible if the company is able to create a well-organized supply chain to reduce the costs
(Peter Fisher & David Unwin 2003).
Key Resources: The key resources used by the company are its employees who create value for
the customer. In order to gain competency, they are considering on managing the assets of the

company needed to sustain and support the business. They have well defined capital like: human,
monetary, physical and intellectual.
Partner Network: The rationale is to optimize operations and diminish threat. Clinicloud is
developing relationship with the other healthcare organization. They are focusing on nurturing
buyer-supplier relationships (Di Serio, Ibáñez and Kloos, 2013). The core competency of
Clinicloud is its health care product which includes Thermometer, Stethoscope and the other
health care products. Complementary business alliances also considered in order to provide
promising facilities. Clinicloud is ISO13485 organization and CFR 820 submissive
manufacturer. All the products are FDA, CE, TGA and Health Canada approved. They are
complying with the standards established by US HIPAA and European Data Privacy regulations.
Alignment of business model and value proposition
Offering
Value Propositions: The compilation of products and services by Clinicloud offers various
needs to its customers. The value proposition differentiates itself from its competitors. The
company provides value through elements like innovation, performance, and customization. The
value propositions of the brand are its:
Price and efficiency- The health care products are bit expensive but serves the need of
customers. They are viable in terms of longevity and provide 100 percent assurance.
Overall customer experience and outcome- The customer’s review regarding the product is
good. Maximum numbers of customers is happy and recommend other buyers to use the product
(Ong & Nee, 2013).

Identification of the different customer segments
Customer Journey
In order to reach to the customer Clinicloud is dependent on a customer journey cycle. The
journey starts with creating product awareness. In this process, a general awareness through TV,
Advertisement is created to gain their interest. Next stage is regarding consideration where the
company creates awareness through media, review etc. Consumers purchase the product through
store or e-commerce website. Next stage is important in terms of retention for a longer time
period. Lat stage is promotion where customers acknowledge products and motivate others to use
it (Lemon and Verhoef, 2016).
Customer Segments: It is significant to appreciate the different customer’s mindset in order to
gain consistency. To construct an effectual business model, Clinicloud has recognized potential
customers need. It has segmented the market according to the customer needs and based on it,
the company has attributed in an effective way by appropriate implementation of corporate
strategy (Biocca and Levy, 2013). The start-up has met up the characteristics of selected group of
clients. The diverse types of customer segments include:

Mass Market: It includes the healthcare practitioner. The practitioners are using the element by
displaying an extensive sight of potential clients.
Niche Market: There are certain products customized according to the needs of the customers.
Segmented: Clinicloud additional segmentation includes an international market. In the
segmented situation, they further distinguish as per the needs of the patient.
Channels: They are delivering products through various channels like online and offline store.
Effective channels allow in reaching to the customer and helps in organizing individual value
proposition cost effective manner.
Customer Relationships: In order to ensure sustainability they have form relationship with the
different organizations to make certain survival and success of any businesses. In order to gain
competency they are identifying different type of relationship in order to generate customer
segments. Different types of customer relationship include:
Personal Assistance: support is provided in a form of employee-customer communication.
These interactions help in gaining effective sales. For gaining longevity it is important to keep a
check on sales, after sales, and/or both.
Automated Services: It is a system that is parallel to self-service but more modified. It has an
ability to identify entity customers and his/her inclination. There are few healthcare products that
are provided according to the needs of the customers.
Communities: By creating a community, it is possible for an individual through interaction
among diverse customers and the company.

Co-creation: The Company focuses on developing a personal relationship through customer's
direct input in the final result of the company's products/services.
Finances
Cost Structuree: It explain the most significant financial cost while working under different
business models (Ong and Nee, 2013).
Value-Driven – The business is driven by the cost. This business model focuses on creating
value for their products and services. Clinicloud can gain market competency in gaining desired
results.
Recommendation
VR & AR is growing at a fast pace creating ample of opportunities for the business organization
in today’s changing business scenario. In order to gain competitiveness it is important to attain
sustainability through application of Virtual Reality programs. It is a must exercise used by the
health industry in today’s competitive scenario. Technology up gradation is necessary in
maintaining effectiveness. This is to gain development in the health industry and to develop
progressive results. There are lot many opportunities available in the health care industry. The
core competency of Clinicloud is its health care product which includes Thermometer,
Stethoscope and the other health care products. There are other companies as well in the industry
that are providing with a distinguished solution. In order to gain competency it is evident to
develop an effective market strategies. In this way the company can attain effectiveness. There is
a growing need of an Augmented and Virtual reality in hospital industry. With an increase in the
number of patients and disease it is important for the Australian private hospital sector to
develop technology. In this way they can gain a growth of 3-5% of total expense for technology.

Moreover, with an initiation of technology, it will be good for the industry to meet the requisite
growth.
Conclusion
The medicine industry will see a significant growth in coming years. This will allow in gaining
sustainable results in the form of applications in the field of medicine like lab equipment,
surgical and medical devices. There are multiple opportunities with Clinicloud to implant
Virtual and augmented reality to understand health conditions in a better way.
References
ABS. (2016). Private Hospitals, Australia 2015-2016. Available at:
http://www.abs.gov.au/ausstats/abs@.nsf/0/9CE80F2FCA2520D1CA2572EB001EFD85?
Opendocument Accessed on: 31 Aug. 17
ADHA. 2016. National E-Health Transition Strategy. Available at:
https://www.digitalhealth.gov.au/ Accessed on: 31 August 2017
Biocca, F. and Levy, M.R. eds., 2013. Communication in the age of virtual reality. Routledge.
Bower, M., Howe, C., McCredie, N., Robinson, A., & Grover, D. (2014). Augmented Reality in
education–cases, places and potentials. Educational Media International, 51(1), 1-15.
Clinicloud, 2017. Online. Available at: https://clinicloud.com/about-us/ Accessed on: 31 August
2017

Di Serio, Á., Ibáñez, M. B., & Kloos, C. D. (2013). Impact of an augmented reality system on
students' motivation for a visual art course. Computers & Education, 68, 586-596.
Frost, Sullivan. (2015). A Market Insight. Retrieved from https://www.marketresearch.com IDM.
(2016). Digital Demand to Drive Australia’s Healthcare 2015. Available at:
https://idm.net.au/article/0010430-digital-demand-drive-australia-s-healthcare- 2015\ Accessed
on: 30 August 2017
Greenwald, S., Kulik, A., Kunert, A., Beck, S., Frohlich, B., Cobb, S., Parsons, S., Newbutt, N.,
Gouveia, C., Cook, C. and Snyder, A., 2017. Technology and applications for collaborative
learning in virtual reality.
Lemon, K.N. and Verhoef, P.C., 2016, November. Understanding customer experience
throughout the customer journey. American Marketing Association.
Ma, M., Jain, L.C. and Anderson, P. eds., 2014. Virtual, augmented reality and serious games
for healthcare 1 (Vol. 68). Springer Science & Business.
Ma, M., Jain, L.C. and Anderson, P., 2014. Future trends of virtual, augmented reality, and
games for health. In Virtual, Augmented Reality and Serious Games for Healthcare 1 (pp. 1-6).
Springer Berlin Heidelberg.
Ong, S.K. and Nee, A.Y.C., 2013. Virtual and augmented reality applications in manufacturing.
Springer Science & Business Media.