Innovation Guide

Abstract

Presently, Roche Pharmaceuticals and Roche Diagnostics mainly communicate to their target stakeholders such as clinical biologists, pathologists, specialists and pharmacists based on their own product and service portfolio. There is limited interaction and synergy between both entities and their offerings remain traditional. As the Belgian healthcare system is moving into a novel era, the company needs to be at the forefront of innovation. Roche is striving to instil a culture of co-creation with their customers in order to accelerate innovation in a consequential manner. Therefore, it has become increasingly important to establish a relationship based upon trust, science and mutual care for the patient with hospital management. These gentlemen and women determine a hospital’s strategy and are driving innovation across their healthcare institutions and networks. This guide offers a swift overview of the interviews conducted with hospitals’ executive managers in the context of a Vlerick Business School study. The innovation guide offers Roche the opportunity to access the current needs and limitations of several Belgian innovative hospitals. Therefore, future approach strategies can be personalized according to the hospital.