University Report: Bruno Health App Business Model Evaluation

This report analyzes the operational aspects of the Bruno Health App, a medical application designed to provide innovative physiotherapy services. It identifies challenges such as demand-supply equilibrium, building customer trust, ensuring job security for physicians, and integrating technology. The report proposes solutions including hiring qualified professionals, restructuring the app for better user experience, and incorporating advanced technology. It also discusses the current and revised value propositions, emphasizing the importance of qualified staff, telemedicine, and online payment systems. The report then explores the implementation of the Elusive Medical Business Model and compares it to the Stanford D. school Model, offering insights into how Bruno Health can achieve sustainability and competitive advantage in the market. The report also discusses the existing strategies of the focal organisation. This assessment brings together the topics covered during the semester/trimester including a revision of the design thinking techniques used for redefining the organisational challenge and value proposition. You will demonstrate how your proposed solution will be implemented by your focal organisation through a revised business model that is different to the organisation's original starting point. You will need to describe how the model differs from the original one and how and why it will benefit the focal organisation. You will also apply some of the strategy concepts we covered early in the semester/trimester as well as issues associated with intellectual property protection and collaboration strategies.

Running Head: BRUNO HEALTH APP
Bruno Health App
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................3
challenges faced by the organization Bruno Health App................................................................3
Revised Solution to the challenges faced........................................................................................4
Current value preposition in the organization.................................................................................5
Revised value preposition for Bruno Health...................................................................................6
Implementation of Elusive Medical Business Model......................................................................7
Elusive medical Business Model vs Stanford D school Model.......................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
According to the operational aspects that is associated with the respective system Bruno
Health app, it is considered to be an understandable part that the respective company had been
facing certain discrepancies which were associated withy system of the organizations overall
demand and value preposition equilibrium in the market. As compared to the functional
prospective that is associated with the respective company, the respective app is designed and
structured through the process which provides innovative service quality for the customers
through their online functioning. It is medical app where the customers need to make a call and
visit the clinic in order to meet their needs. There is no need for them to make long time
appointments to visit hospitals which is also considered to be a time-consuming process under all
aspects.
As compared to the respective company, their current process of value preposition in the
market is under the area of providing g more advanced and innovative physiotherapy services to
the customers who are aged and disable through their available mobile application (Kim, Wun-
Jae, and Jayoung Kim 2019). The other part of functioning that is related to the value preposition
of the company is in the part of introducing fresh physiotherapists in order to undertake the
operation in the current and future functional aspects of the organization to remain more
competitive and sustainable. On the other hand, the first and mode of strategy adopted by the
organization in their market operation is through the process of availing adaptive mode of
physiotherapy services to the customers with more reasonable price and affordable value.
The key objective of the respective report is to understand and evaluate innovative mode
of implementing strategies within the internal environment of the organization which completely

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gives a unique and demonstrative approach compared to the current functioning of the
organization. On the other hand, the other part of the report is based on the process of identifying
the suitable and well-designed business model which is entirely different from the current model
followed by the organization in the market.
Discussion
challenges faced by the organization Bruno Health App
Some of the key major problems and consequences faced by the organization in their
performance part are mentioned below.
 The first and foremost major part of issue associated with the organization is related to
their demand and supply equilibrium.
 As the value preposition factor associated with the organization in their current functional
aspects were based and is related to the system of offering physiotherapy service to the
customers who were aged and disabled with more reasonable and affordable price value.
The organization systematically followed a mobile application which as per their target
customers were considered to be a strong part of challenge to operate accordingly.
 In certain prospective that is associated with the organization the other part of challenge
for the company is related to the process of building adaptive mode of trust factor in the
customer minds. The major factor under this respective part can be that, Bruno Health
App functions on an online basis where it is difficult part for them make the customers
well aware about certain beneficial features available to them through the process of
making the best use of the respective application.

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 The other core part of challenge faced by the organization is under the area of ensuring
better mode of customer base in order to build better system of job security for their
available physicians.
 The other issue faced by the organization was associated with the system of offering
basic extra amenities for the physiotherapist associated which includes the transportation
cost and other mode of pay for extra service rendered by them.
 Introducing innovative and strong mode of technology in order to avail better mode of
services to the customers can be challenging part for the company.
Revised Solution to the challenges faced
Some of the major solution to the core issues faced by the respective company are
mentioned below:
 For the purpose of improving the organizations demand and supply equilibrium factors,
the first and foremost initiative that is required to be adopted by them within their internal
operation can be through the process of hiring more advanced and qualified nurse
practitioners and physician assistants (Pujol et al 2019). This respective factor can help
them in the part of enhancing innovative service in the market through the process of
building adaptive mode of trust factor in the mind of customers.
 The other strategy which can be adopted and implemented them can be through the
process of increasing more residency positions and other part is related to the process of
accepting locum tenens.
 It is important for them to restructure and resign the app where instead of making entries
in the available forms the customers can directly have conversation with physiotherapist
through voice which will avail them to use the service more easily and effectively.

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 The data and record collected by the customers must be designed and structures in a
different software which avails the function of background check (Haraty, Ramzi A
2016). This helps in the area of building more trust and value in the mind of customers.
 Apart for the number of customer service made, a proper mode of basic salary must be
made available to the physicians along with offering extra amenities for the services
rendered by them which will enhance them to operate with more stability and dedication.
 Better technology in the organization generally means adaptive mode of service quality,
it is important for the company to introduce advanced and innovative mode of technology
in order to increase better mode of customer base and sustainability in the market.
Current value preposition in the organization
According to the company Bruno health some of the current mode of value preposition
function within the organization are mentioned below:
 In the current performance, the organization currently follows a value preposition which
is related to the system of offering qualitative service facilities to the customers comes
under the category of aged and disable people the price range which is at more reasonable
and affordable value.
 As it functions through a respective app which is considered to be mobile application
every operation of the company undertakes on an online basis.
 The other part of value preposition function related to the organization is associated with
the system of hiring fresh and talented physiotherapist who generally have more working
flexibility in the organization.
 On the other hand, the organization also introduced a new and innovative mode of value
preposition for the organization which was based on the process of offering user friendly

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services their target customers who were the aged and disabled through their more
talented and hired physiotherapist.
Revised value preposition for Bruno Health.
According to the operational aspects that are associated with the system of adopting
health care business in the competitive market, it is considered to be an understandable part that
providing better and adaptive mode of health care facility is considered to be a part of business
operation. In order to ensure strong and innovative mode of sustainability and competitive
advantage in the market it is important for them to brings more qualified and talented nurse and
doctors in order to increase strong mode of revenue for the company. The first initiative under
this respective part which is required to be implemented by company must be to use the
organizational resources more effectively and efficiently. Some of the major factors that are
required to be adopted and implemented by the organization Bruno Health App in their current
and future oriented operation are mentioned below:
 The first part can be through the process of hiring more advanced nurse practitioners and
physician assistants, where this respective strategy will be more beneficial to them at the
time of filling gaps during physician shortage.
 The other part is associated with the system of incorporating telemedicine which is
considered to be a new method for Bruno Health care in the part of connecting with more
patients and physicians. This can help them inn the part of increasing strong and adaptive
mode of customer base along with bringing a better reach to the patients related to rural
areas. Under this respective part through the online application it will be easier for the
physicians in the part of getting more connected with the propel and avail systematic
mode of services in a required manner.

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 The other part of value preposition function associated with the company is related to the
method of making the service available to the patients even after the duty hours where
under this respective part the patients can have direct conversation with the doctors in
case of any urgency (Mu, Yu, Bart Bossink, and Tsvi Vinig et al 2018).
 One of the major and innovative mode of service quality function made available to the
customers can be based on the process of offering online payment system at reasonable
and affordable value.
 The organization must give more emphasis on their function of leveraging technology in
order to increase better and adaptive mode of patient engagement which will enhance
them to operate with more flexibility and reliability.
Implementation of Elusive Medical Business Model
Business models are constantly changing to adapt to customer needs and technology. The
company therefore can use the Elusive Medical Business Model by Arlen Meyers (see figure 1).
 The company needs to partner with new physicians and physiotherapists so that the
increasing demand of the patients can be met without delay. Here partnering with the
small clinics will also help to create a community level partnership.
 It must dedicate to the IT services as it is operating in the e-health industry. His would
enable the customers to get service according to their segment of needs. Proper
implementation of this business model would enhance the investment in the development
of technology.
 Incorporating the employees in the back office working for the analyzing demand of the
customers and supplying them products and services need to be increased. This will
include increasing availability of the physicians as there may be emergency from the part

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of the customers. Here extra payment to the employees for over time can be
incorporated.
 Proper are of the supply chain management must be a part of the company’s operation.
This is due to the fact that the company is operation in the e-health care industry where
forging of medicines can be a threat (Lindskog et al 2017). Therefore, maintaining
authenticity of the delivered products can only be assured through maintaining great
connection with the supply chain. This will also enable the company to arrange the rare
medicines.
 Expansion of the specialized service across geography especially in the backward
regions can be a part of the business operation of the company. This is due to the fact
that the need of the customers especially in the rural region remains high in terms of
medicines and physician service. Through online process, they can remain connected
with the doctors and avail the service.

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Figure 1. Elusive Medical Business Model by Arlen Meyers
Elusive medical Business Model vs Stanford D school Model
As compared to the operational aspects that are associated with the organization Bruno
Health company, in the current times the strong and innovative mode of model implemented
within the internal environment of the organization is Stanford. D. school (Cliexa.com 2020).
The key major benefit of adopting the respective model is associated with the part where this
helps the organization in the area of offering opportunity for them to understand and view a
particular problem in a different prospective and identify adequate solution to the same.
Compared to Bruno health, the respective organization have been facing certain
discrepancies whet this adaptation of this model has helped them in the area of evaluating and

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understanding the core major issues and take appropriate problem-solving measure and required
implementation strategies for the same in order to remain more competitive and sustainable.
On the other hand, Elusive Medical Business model is considered to be a complete
system which helps the organization in the part of maintaining strong and adaptive mode of
sustainability and all-inclusive growth factor for the company in the market. Bruno health can
adopt the respective model for the future prospective of the organization in order to operate
further with more stability and consistency. This is completely a health-oriented model which
can benefit both the customers and organization in the part of identifying and resolving the
problems and value prepositions in the current and in the future.
Conclusion
It can be concluded that Bruno Health app is considered to be an online health mobile
application company. They had been facing certain discrepancies which were associated with
system of the organizations overall demand and value preposition equilibrium in the market. As
compared to the functional prospective that is associated with the respective company, the
respective app is designed and structured through the process which provides innovative service
quality for the customers through their online functioning. In order to remain more sustainable,
the company needs to partner with new physicians and physiotherapists so that the increasing
demand of the patients can be met without delay. Here partnering with the small clinics will also
help to create a community level partnership. It is important for them to follow an advanced
structure of business model which will help them to perform with more reliability and
effectiveness in the future.

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References
Cliexa.com. 2020. "Redefining Care - The Elusive Medical Business Model By Arlen
Meyers". Cliexa. https://www.cliexa.com/2017/06/redefining-care-medical-business-model/.
Kumar, K. Prem, K. Prakash Krishna, R. Prem Kumar, and S. Sinega. "A survey on Secure Data
Access Control in E-HealthCare Monitoring System." International Journal of Pure and Applied
Mathematics 118, no. 20 (2018): 2225-2229.
Lindskog, Pernilla, Jens Hemphälä, and Andrea Eriksson. "Lean tools promoting individual
innovation in healthcare." Creativity and innovation management 26, no. 2 (2017): 175-188.
Mu, Yu, Bart Bossink, and Tsvi Vinig. "Employee involvement in ideation and healthcare
service innovation quality." The Service Industries Journal 38, no. 1-2 (2018): 67-86.
Miller, Fiona A., and Martin French. "Organizing the entrepreneurial hospital: Hybridizing the
logics of healthcare and innovation." Research Policy 45, no. 8 (2016): 1534-1544.
Kodama, Mitsuru. "E-healthcare Service Innovations: In Depth Case Studies in Japan." In
Collaborative Dynamic Capabilities for Service Innovation, pp. 91-111. Palgrave Macmillan,
Cham, 2018.
Kim, Wun-Jae, and Jayoung Kim. "Innovative technologies for the smart E-Healthcare system."
Investigative and clinical urology 60, no. 1 (2019): 1-3.
Fujieda, Junkyo. "e-Healthcare Service Design Using Model Based Jobs Theory." In Intelligent
Interactive Multimedia Systems and Services: Proceedings of 2018 Conference, vol. 98, p. 198.
Springer, 2018.
Haraty, Ramzi A. "Innovative mobile e-Healthcare systems: a new rule-based cache replacement
strategy using least profit values." Mobile Information Systems 2016 (2016).