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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Mai Honda
NetID mhon776
Group Number: 319
Website Link: http://infosys1102014s1group319.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Olivia Friday 9am
Time Spent on
Assignment:
19 hours Word Count: 1579

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NEW ZEALAND MEDICAL INFORMATION
MANAGEMENT TECHNOLOGY INDUSTRY
INTRODUCTION
I believe that most of us have got cold. When we arent well, where do we go? GPs is one of
the option we can choose. However there are many people who avoid seeing GPs. The main
reasons are the costs incur from seeing the GPs and that patients need to wait for long time.
We forcused on the checkup processes we have to go through before seeing GPs. We
realised that increasing the efficiency of the processes at GPs could solve the problem.
3. BUSINESS SECTION
3.1 Vision
To manage medical information using information technology that makes everyone
beneficial, make processes more efficient and eventually lead to the society healthier.
3.2 Industry Analysis: New Zealand medical information management technology
industry
Industry: New Zealand medical information management technology industry. This
industry developes technologies that can manage medical information to make organising
data system simpler and increase the efficiency of the management at medical related
environment.
Force: High/Low: Justification:
Buyer power: Low There are few companies in the idustry (eg. Orion
health). The industrys main buyers are GPs and
hospitals. For buyers, increasing efficiency is
more important than costs incur to purchase the
devices and they dont buy many products from

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our industry.
Supplier power: High There are less suppliers than buyers. There are no
substitutable products. Buyers dont buy a lot of
the products but expect them to be high quality.
GPs and doctors arent expertised at software
and information management.
Threat of new entrants: Low It costs a lot and takes long time to produce a
new product. Creating new system which
supports medical information management, it
needs expertises of providing software,
manufacturer, scientists etc so right suppliers
and partners are needed.
Threat of substitutes: Low There are no substitutions for the products. To
manage personal information that are related to
medical issues, other than GPs and doctors write
them down or use other resources such as excel
to keep the data, there is no substitution.
However they dont increase efficiecny.
Rivalry among existing
competitors:
High The industry isnt big. There are few suppliers and
competition is fierce. Companies try to make and
develop better technologies. Its really important
the products to be recognised as reliable, useful
and benefitial.
Overall attractiveness of the industry:

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This industry is attractive as buyer power is low and supplier power is high. Also threat of
substitutes are low therefore when the company makes right product and recognised as a
high value product, its less likely buyers to leave the company. However threat of new
entrants is low due to high costs incur and need to find right suppliers and partners, and
rivalry among existing competitors are high due to all organisations that are involved in this
industry are trying to develop new information technology to generate values. Therefore
its attractive after the company gains reasonable reliability but its hard to achieve to the
point.

3.3 Customers and Thei r Needs
GPs and hospitals are our targets. There is a significant problem that nearly 33% of adults
avoid seeing GPs due to costing patients too much for them to see GPs (have increased by
27%) and they need to wait for long time. Health issues are central to the societys well-
being and its essential to ensure the problem. GPs need products that can increase the
efficiency of the processes to make the costs cheaper and shorter waiting time.
3.4 The Product and Service
A product called Health Scanner is a medical information management device that can
detect pulse, measure temperature and manage personal information by scanning their
hands. The information that are updated to the scanner are transferred to the doctors
computer automatically. This can cut some receptionits salaries which leads to less costs.
Also the product increases efficiency therefore patients need to wait for less time.
3.5 Suppliers and Partners
Suppliers: A company (eg. Fuji Xerox) that produces touch screen panel. Our devices screen
should be special and need to be really sensitive. Its crucial for us to choose the right
supplier of screens. The other supplier can be a company which sells components of
technology tools. To make devices that are used in the health related environment, its also
important to use right components that would not harm any patients. We shouldnt make

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the devices using components that contain toxic substances. Also they need be high quality.
(eg. Dell)
Partners: A hospital or GP (eg. North Shore Hospital). Having them as our partners, it allows
us to have more opportunities to experiment the devices we discover. For example, we
make sure health issues and experiment the devices first within our company but asking
partners to use the devices at their hospital or GP and try them if they increase the
efficiency and bring any benefits. By doing this the company can have more realistic
opportunities and ideas from GPs, hospitals and patients.
A software company (eg. Alchemy company). Developing devices of medical information
management technology, its essential to have right software in our devices. We have staff
who are expertise at making software but being a partner of a software company is
benefitial for us.
3.6 Strategy: Focused High Cost
Cost strategy is high as it costs a lot to make a new medical information management
technology. High technical skill is needed and many experiences have to be done before the
product can appear in the market. Competitive scope is narrow as Health Scanner can be
useful for particular group of people and at particula places (GPs, hospitals etc). Its not
what everyone needs.
The overall strategy is therefore Focused High Cost.
3.7 Value Chain Activity: Service after the sale
Its important to provide service after our products are purchased. This is because medical
imformation technology can be complicated and some people might find it difficult to use
the device. By providing good after service for customers, the company can be recognised as
a customer caring company.
3.8 Business Processes
3.8.1. CUSTOMER SERIVICE PROCESS Its an important process as medical information
technology can be complex. There are two ways customers to communicate the company,

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either call or e-mail. When the company receives the enquiry, we help the customers either
through e-mail or calling. However not everything can be solved through communicating
virtually. So if we cant help the customer with using those tools, we visit them to make sure
that the problem is solved.


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REPLACE WITH BUSINESS PROCESS 1 MODEL
START
Receive an enquiry
by call or email
Help customers
(call or e-mail)
Has the problem
solved?
FINISH
Yes
Visit the customers
to help them
No
Reception
Reception
Customer Service
Telecommunications

3.8.2. MAI NTAINING PROCESS our workers visit the customers and inspect the devices
every month to make sure that devices work well. As the medical devices are used at health
related environment, its crucial to make sure that they are working properly.
REPLACE WITH BUSINESS PROCESS 2 MODEL

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START
Customer purchase
devices
Deliver the devices
Visit the customers
(GPs etc) once a
month
Inspect the devices
Are the devices
working properly?
FINISH
Yes
Find out the
problem
No
Can we fix it?
Fix it
Yes
Exchange it to the
new devices
No
Collect the devices
Inspector
Distribution

$

$
$
Purchasing



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3.9 Functionalities
3.9.1. CUSTOMER SERVI CE PROCESS
Receive enqiries
Identify what the customers problems are

3.9.2. MAINTAINING PROCESS
Check if the device is working properly
Maintain the device
3.10 Systems

3.10. 1. ENQUI RY PROCESSING SYSTEM Without knowing how to use the devices , the
devices arent meaningful for the customers. Enquiry processing system is a system which
receive the enquiries from the customers and deal with them. By doing this, we can make
sure that the customers are able to use the devices.
3.10. 2. PROBLEM ANALYSING SYSTEM The system identifies and analyse what the problems
are and solve the problems. This is crucial for the company to support the vison as if the
devices dont work properly then they dont increase the efficiency.
3.10. 3. CUSTOMER INFORMATI ON MANAGEMENT SYSTEM every month when inspectors visit
their cutomers and check the devices, they record the conditions of devices. This makes
easier for the company to manage the customers information.

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3.11. Summary Table: Value Chain to Systems

Value Chain
Activity
Processes Functionalities Specific Information
System(s)
Broad Information
System(s)

Service
after the
sale
1. Customer
service process
1. Receive enquiries

2. Identify what the customers problems are
Enquiry processing system

Problem analysing system
Collaoration system

Decision support system
2. Maintaining
process
1. Check if the device is working properly

2. Maintain the device
Problem analysing system

Customer information
management system
Decision support system

Customer relationship
management system

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CONCLUSION
New Zealand medical management technology industry generates benefits for GPs and
hospitals by providing medical devices. It increases efficiency and is attractive as long as the
company can gain the reasonable reliability. WWe are focusing high-cost strategy. Its
because our market is narrow as we are targeting GPs and hospitals to sell our devices for.
Also as the devices are used at health related environement, its crucial the devices to be
safe and reliable products. The key value chain is the service after the sale. The devices are
sensitive products and can be complicated to use. So the company thinks that by providing
after services for our customers, we can solve their problems. This could be a competatitive
advantage. Theyre supported by two processes; customer service process and maintaining
process. Customer service process receives enquiries and process them. Try to help the
customers and solve the problems for them. Maintaining process maintain the devices and
inspections are conducted once a month. The systems that support these processes and
functionlities are; enquiry processing system, problem analysing system and customer
information management system. Enquiry system is one of collaboration system, problem
analysing system is one of decision support system and customer information management
system is a customer relationship management system. The information systems support
the company by delivering the values such as efficiency and make management system
simpler.

REFERENCES

1. Our Story. (n.d.). Our Story. Retrieved May 23, 2014, from
http://www.orionhealth.com/nz/about-us/our-story/
2. Wilkinson, J. (2013, July 23). Buyer Bargaining Power (one of Porter's Five Forces) The
Strategic CFO. Strategic CFO. Retrieved May 23, 2014, from
http://strategiccfo.com/wikicfo/buyer-bargaining-power-one-of-porters-five-forces/

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3. Southard, P. B., Hong, S., & Siau, K. (n.d.). Information Technology in the Health Care
Industry: A Primer. Retrieved May 22, 2014, from
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.199.8268&rep=rep1&type=pdf
4. General PractitionerAlternative titles. (2013, November 5). General Practitioner.
Retrieved May 22, 2014, from http://www.careers.govt.nz/jobs/health/general-
practitioner/job-opportunities
5. Johnston, M. (2012, October 22). NZ Herald: New Zealand's Latest News, Business,
Sport, Weather, Travel, Technology, Entertainment, Politics, Finance, Health,
Environment and Science. The New Zealand Herald. Retrieved May 20, 2014, from
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10841992