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LEO Innovation Lab- uafhængigt og fast forankret
The Future Of Enterprise Innovation LabsNodes, 16. maj 2018
About LEO Innovation LabLEO Innovation Lab is an independent digital innovation unit established in 2015 by Denmark's oldest pharmaceutical company, LEO Pharma.
The unit focuses on digital health and has launched a wide range of digital solutions targeting patients worldwide.
LEO Innovation Lab aims to empower patients to gain more control over both their condition and treatment, to improve the patient-doctor interaction, as well as promote efficiency for doctors and other healthcare professionals.
Confederation of Danish Industry Award
Innovating to improve life for peopleliving with a skin condition
Owned by the LEO Foundation
Built as an independent unit
US SF Hub
CA Toronto Hub
UK London Hub
FR Paris Hub
DK Copenhagen Hub
With an international focus
IL Tel Aviv Hub
Focus on pains and potentials in the patient journey
The future patient journey
Ideation Framework
Accelerate
Naked idea• Short written
description• Customer problem• Idea assumptions
Originates from 1 person - ideation WS business dev. User trends identifieduser problemPotential evaluation Stand alone product,not a feature
Interpretation• Hypotheses• Description of domain
and challenge• Gather research• Gather inspiration
1-2 people /1-2 weeks
User need mappingUser research & factsMarket research & factsKey hypothesisCountry proposal
Detailed MVP• Key hypotheses• Supporting evidence• Concept description• MVP features• Technical
requirements• Clear success criteria
1-3 people /2-3 weeks
Use cases Mock-ups orPoC, prototype (sprint)10 customer interviewsSupporting evidenceMVP scopeMVP budgetCountry selection
Build and find users• Engage with target
users • Build MVP (Minimum!)• Test refine & tests• Stakeholder mgmt.• Plan market experim.• Suggested KPIs
3-5 people /100 days
User validation, from50-100 interested usersMin. 25 customers intw. Validated hypothesisEarly PoC: problem &value propositionEngagement strategyClear KPIs, e.g. conversion rates
Acquire real users• Functional MVP • Build-measure-learn• Refine hypotheses• Prove on smaller scale• Plan growth model• Clear KPIs• Explore bus. model
3-5 people /1-2 quarters
KPIs reached or re-evaluatedEvaluation of team Functional MVP1000-2000 users Validated growth modelat smaller scale
Growing Solution• V1 solution • Grow users• Build-measure-learn• Test growth model• Plan V2• Geo-expand
FTE to be scaled / 1 year
Evaluated KPIs reached Functional V1Evaluation of team Min. users products characteristicsValidated growth model
Stag
es &
Act
ion
sD
eliv
erab
les
Idea Concept MVP 100 days build
5 6
Explore
4321
Launch
AccelerationDiscovery: Conceptualization Incubation: Experimentation
Incubator
Current pipelineThe framework is structured with multiple gates to ensure efficient allocation of resources
54321 6
Idea Concept MVP AccelerateLaunch100 days buildExplore
AccelerationDiscovery Incubation
SkinTech
The rate-a-derm
Rembit
Mosquito-cure
Dolly
Depression-Detector
Psoriasis Haircut
Motivaid
Nurture
Dermatology Finder
Coach on Call
Doctor Language
Pso What?!
Psoriasis Support Angel
Rosacea Help
BACKBONE
KOPSOTETRIS
Devices
Better Visit Bot
* Spun out** LEO Innovation Lab ventures
**
**
******
* *
**
Rare Diseases
Skincoach
Digitalise Clin.Trial Sensible
Essential factor #1Insource/outsource
In or outsource
Use of agencies was discontinued because:
● Agencies focus on deliverables rather than results● Getting the right people engaged was challenging● Setting priority was always conditioned by other
clients● Critical knowledge and experience was gathered
outside the LEO Innovation Lab
Essential factor #2Fast iterations
Build-measure-learn
BUILD
MEASURE
LEARN
Prod
uct
Data
Hypothesis
Analytical thinking
Using real time quantitative and qualitative customer insights for product development
New level of patient insights
200,000 surveys answered12 languages180+ countries
15,000 community members55,000 posts
Agile data approach
Multiple interactive dashboardsDirect access to data pool
48h to 6 months turn-aroundShort iteration cycles
Low feasibility threshold
Stored in common back-endwith common syntax and taxonomy
Making data operational
Traditional approach
One representation of dataNot the actual data set4-12 months turn-aroundLong iteration cyclesHigh feasibility threshold
Stored in heaps with low transparencyand low searchability
Growth hacking
Your first step in joining a clinical study
We recruit, qualify and retain subjects with skin conditions worldwide via targeted marketing, high-conversion landing pages, and relevant newsletter nurture-flows.
We aim to pre-qualify with high precision and recruit faster and cheaper than traditional measures (e.g. TV and newspaper ads).
Our Qualification Steps
Step 1 - QualificationFiltering leads based on disease
questions and general in/exclusion
Step 3 - RandomizationStudies&Me supply pre-qualified subjects on-demand for trial sites.
Step 2 - ImagesDerms validate whether
severity and other answers match images and study.
Crucial factor #3Culture/way of working
Mixing two cultures with profound differences
● Stage gate● Physical products● Heavily regulated● End-user blackbox
● Sprint cycles● Digital products● Pushing boundaries● Multiple data-points
Digital technology moves fast(er)
2007 2017
It takes about 10–15 years, on average, to bring a medicine through the discovery and clinical trial phases to patients
2002
500 apps 2.2M apps
Pharmaceutical Research and Manufacturers of America
2012
Differences in marketing conditions
● Highly regulated● Limited mandate● Very limited end-user communication● Very limited recruitment base
● Pushing boundaries● Leading mandate● Constant end-user communication● Attracts top tier competencies
To big corporations 10X innovation is a bacteria
Corporate governance is meant to strike down on anything that distracts from agreed processes and agendas much like the immune system will strike down on bacteria…
… killing both good and bad.
Integration of innovation and compliance
OPPORTUNITIESARENOWHERE
Recruitment and building a culture
Attracting the top tier digital competencies requires a certain type of environment and certain working conditions.
Inner city, hip, informal, start-up mentality Suburbia, traditional, formal, corporate mentality
Making a difference
Innovation takes structure. But carefully dosed.
promiseFoundation results
radicalInnovation
incremental
IdeationConceptualization
MVP dev
OperationGrowth hack
OKR alignment
OrganisationAdministration
Corp. Governance
Creating a spacious organisation
