In this Feasibility Study we have assessed these characteristics in the different EU countries. We have subsequently selected the top countries that collectively count for at least 1.5 million new cancer diagnoses per year and that have a high level of mobile broadband use.
A subgroup of large EU countries was selected for further research. This step focussed on the type of health care system employed in the selected countries, the effectiveness these organisations and the patient experience reported for the health care systems.
Subsequently, an in-depth review of the top 5 selected countries, was conducted and focussed on a range of aspects, from how health care was purchased, to the mechanisms to introduce new health care innovations and the organisation of cancer care (see results Table 1).
Following this analysis, specific product test and launch plans were designed per country, taking all research findings into account. This led to a country-specific action plan detailing the testing of the patient population, the market readiness and the early introduction of the country-specific versions of OWise. Per country an assessment was made on the number of cancer patients which could be reached and the market penetration following a complete product roll-out during the next 4 years.
More specifically, the work package for this project comprised of:
• Market analysis of all EU countries, concerning:
o Incidence of cancer
o Mobile broad band us
• Health care analysis of a subgroup of EU countries
o Economic model of the health care system per country
o Effectiveness of the health care organisations
o Reported patient experience and satisfaction per country
• In-depth review of selected top 5 EU countries based on
o Health care procurement
o Health care innovation strategy
o Cancer care organisation, outcomes and cancer strategic plans
• Generation of country-specific market access plans, covering
o Product prototype testing in target population
o Product development
o Identification of most appropriate distribution channels
o Identification of potential partnership opportunities
o Assessment of market readiness
o Product marketing approach
Final Recommendation for the OWIse Top EU Countries
Germany
Germany appears a country with a great infrastructure to introduce OWise to. The low mobile broad band use may be an obstacle but if alliances can be formed with the country’s key cancer organisations, great strides could be made to apply OWise to address the needs to improve cancer patient experience.
United Kingdom
Based on the past year’s experience and being part of the NHS Innovation Accelerator has demonstrated that the UK is a good territory for OWise with very positive reception from clinical research leaders, nurse specialists and patient organisations. Hence, it may be a good blue print for other countries with a Beveridge health care model.
France
France appears an ideal country for the introduction of OWise, based on the presence of INCa and UNICANCER and the well-defined cancer strategy where OWise could play a significant role. However, with one or two organisations so key to the potential success of OWise in the country it is strongly recommended to test the interest and need of an OWise platform with the above mentioned organisations and health care insurers first prior to planning further activities.
Italy
Based on the fragmentation of the Italian health care system and the lack of explicit focus on patient experience in the Italian cancer strategy, we believe we would encounter considerable barriers to enter the Italian market with OWise. Key collaborations with clinicians at several key cancer institutions would be required to change this view.
Spain
The combination of 1) the health economic pressures on Spain’s health care system with 2) national cancer strategy’s explicit statements to employ innovative health IT and remote-patient monitoring tools and 3) the need to improve patient-information sharing and communication make Spain a good country to introduce OWise to. The concentrated cancer care as carried out in a number of key cancer clinics make it an attractive territory to explore the roll-out of a Spanish version of OWise. For the company the additional benefit of this version may be an extended exposure to other Spanish speaking nations.
