Strategy, Change, and Innovation Report: Bruno Health App Analysis

This report provides an analysis of the Bruno Health App, focusing on its strategic approach to innovation within the healthcare sector. The introduction highlights the app's role in enhancing customer convenience by offering online access to various healthcare services, similar to a product purchase model. The report delves into the app's capabilities, including its ability to identify opportunities and address customer needs. It emphasizes the scalability of the software, its fee-for-service model, and the advantages it offers to sole traders in connecting with clients. The analysis covers the app's features such as smart booking and automated administration, which enhance flexibility and patient-centered care. Furthermore, the report identifies competitors and explores strategies for the app to gain a competitive edge. The company background section focuses on Bruno Health and its partnerships. The report also references key academic sources to support the analysis of strategy, change, and innovation within the context of the Bruno Health App.

Running head: STRATEGY, CHANGE AND INNOVATION
Strategy, Change and Innovation
Name of student
Name of University
Author note

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STRATEGY, CHANGE AND INNOVATION
Introduction
The introduction of the topic is about the introduction of Bruno App, which can allow
delivering better level of convenience of the customers to access the different kinds of health
care services. The introductory portion also represents about the meeting where discussions
have been made, according to the video provided, and also about how the application has
helped a small or medium sized business organisation to attain success within the competitive
business environment. Moreover, the high creative thinking and building capability, ability to
detect information, translate those into individual facts and information and also ability to
quickly attain the desired response rate, all of which, can contribute to the management of
business entrepreneurship quite easily and conveniently1. According to the video, it is also
understood that the application has to be built for the clients to access different types of
health care services and place orders on those just like they do while purchasing a product,
and then the required service would be delivered to their doorstep.
The application has also been built with the operational and functional features about
how Bruno app can identify huge numbers of scopes and opportunities, thereby, allow people
to assess their related issues and then make them understand how they can overcome those
with the use of this app services. It could easily fulfil the needs of customers by providing
them the services that they require and even make them attain certain benefits. The product is
a very much scalable software application, which is available in the online marketplace and
can be easily used and found on the website by the customers for usage2. The fee for service
1 Johnson, Gerry. Exploring strategy: text and cases. Pearson Education, 2016.
2 Pisano, Gary P. "You need an innovation strategy." Harvard Business Review 93, no. 6 (2015): 44-
54.

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STRATEGY, CHANGE AND INNOVATION
is another added benefit of the product whereas it could offer the sole trader with greater
scopes to find out clients through the app who need the required services and deliver them
accordingly by combining with Bruno app developers. It could offer better affordability and
convenience with the help of addressing problems like the cost expensive issues, poor
management, etc.
The health services are homely and thus the services offered by different companies
linked with the Bruno application offer automated administration, which offers better
flexibility and also better patient centred care. Thus, the clients could be easily part of the
smart booking, which should be easily used by every individuals all over the country and gain
access to different kinds of services quite conveniently.
The Bruno app has offered so much flexibility and convenience for the customers to
access the services that they just need to use the app, open it and find contact according to the
services they want, arrange a session thereafter, organise logistics, travel to clinic and easily
avail the services before coming back home. The patients no longer need to make
appointments by calling the clinic or even visits and stand in long queues to make an
appointment, rather everything is done online with proper authentication and safety3. There
are few competitors as well such as home base services, health insurers, allied health clinics,
small or medium start-ups and thus to create a standout feature and attain a good position, the
companies could use this app to easily attract in more customers and ensure that their needs
and preferences are met properly too.
Company background
3 Fan, Zhigang, Dong Wu, and Xiaobo Wu. "Proactive and reactive strategic flexibility in coping with
environmental change in innovation." Asian Journal of Technology Innovation 21, no. 2 (2013): 187-201.

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STRATEGY, CHANGE AND INNOVATION
The name of the organisation is Bruno Health and the focus of the repot is to
introduce the Bruno health app designed to offer better convenience to the clients while
making purchase of online health care services at just one go. The future partners of the
company would be Curtin University, Silver Chain, etc. which could easily allow for entering
new target markets and for partnerships to sustain in the marketplace4. Based on the recent
trends, the company has made sure to stay ahead of the competitors by bringing in something
new, which has been the online app introduce to deliver good health care services and offer
seamless experience to them, all done through online booking. The young individuals have
availed the serves through use of smart devices, which has also been easier with the use of
Bruno App while the application also offers better security of data and information managed
through implementation of Data Encryption laws along with 9mplmentataion of NDIS5. With
this, the company would be able to implement strategies for the protection of branding as
well as build trust among the clients, which should influence them to make bookings an avail
the health care services online. The word of mouth experiences and formation of consistency
reports based on the responses and feedbacks of the customer should also make the brand
much more rusted and reliable among the customers all over6.
4 Nylén, Daniel, and Jonny Holmström. "Digital innovation strategy: A framework for diagnosing and
improving digital product and service innovation." Business Horizons 58, no. 1 (2015): 57-67.
5 Carlborg, Per, Daniel Kindström, and Christian Kowalkowski. "The evolution of service innovation research:
a critical review and synthesis." The Service Industries Journal 34, no. 5 (2014): 373-398.
6 Teece, David, Margaret Peteraf, and Sohvi Leih. "Dynamic capabilities and organizational agility: Risk,
uncertainty, and strategy in the innovation economy." California Management Review 58, no. 4 (2016): 13-35.

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STRATEGY, CHANGE AND INNOVATION
References
Per, Carlborg, Kindström Daniel, and Kowalkowski Christian. "The evolution of service
innovation research: a critical review and synthesis." The Service Industries Journal 34, no. 5
(2014): 373-398.
Zhigang, Fan, Wu Dong, and Wu Xiaobo. "Proactive and reactive strategic flexibility in
coping with environmental change in innovation." Asian Journal of Technology Innovation
21, no. 2 (2013): 187-201.
Gerry, Johnson. Exploring strategy: text and cases. Pearson Education, 2016.
Daniel, Nylén, and Holmström Jonny. "Digital innovation strategy: A framework for
diagnosing and improving digital product and service innovation." Business Horizons 58, no.
1 (2015): 57-67.
Gary, Pisano P. "You need an innovation strategy." Harvard Business Review 93, no. 6
(2015): 44-54.
David, Teece, Peteraf Margaret, and Leih Sohvi. "Dynamic capabilities and organizational
agility: Risk, uncertainty, and strategy in the innovation economy." California Management
Review 58, no. 4 (2016): 13-35.