Medical development in a social environment

Abstract

CESA Alliance SA is a global collaboration of universities, laboratories, independent doctors, and researchers. CESA Alliance currently holds over 229 patents worldwide, which are the main strength of the company and represent its core assets. CESA’s patents contain solutions for a wide range of diseases and disorders. They have cures for oncological diseases and virtually all viral infections, including HPV and Herpes, but also COVID-19. Furthermore, they have a patent on a molecule that can reverse and eliminate neurological disorders and their symptoms. Such neurological disorders include Alzheimer’s disease, Parkinson, MS, and ALS. After years of research and development, CESA Alliance would like to put their patents to use and engage in product development, finally allowing them to help as many patients as possible. However, big pharma and strict legislation have hampered both clinical trials and market entry in the past and CESA has not been able to break through the barrier these instances impose. To 'flee' these restrictive powers, CESA searched for another place to establish their new mission. It was decided to base their operations and continue their mission from the Dominican Republic under a new company, VEGA Medical. This is advantageous in many aspects. They already have established relationships with government officials, who allow CESA to carry out their activities here as long as they contribute to the local economy. In addition, the location of the Dominican Republic is strategically situated between Northand South America where many of the conditions for which CESA has a solution are extremely prevalent. To increase the company’s credibility and prove its determination in the Dominican Republic towards the government, the company has developed a 5-fold plan they want to implement. A first project to be conducted in the Dominican Republic is a clinical trial on a gel against the Human Papilloma Virus (HPV). HPV is a sexually transmitted virus that is the main causative agent of cervical cancer. A one-time application of the gel on the cervical cell walls of HPV positive women should lead to a decrease in the level of lesions in only 6 weeks. The protocol was formerly described but a system to manage this study and to ensure follow-up of the subjects must be devised. This since, in the Dominican Republic, there are no legal guidelines in for conducting clinical studies, so no standard procedures are in place. A second project revolves around the development of a coconut oil extraction facility. To use CESA’s patented product for neurological diseases, coconut oil is used as a component of the therapy. Coconut oil has the ability to efficiently cross the blood-brain barrier, and is thus a great carrier for CESA’s products, but only if it is a neutral or therapeutical grade. To find out which coconuts contain neutral or therapeutical oil, a study must be carried out, after which an up-scaled production process can be established. In coordination with the local government, it was decided that once therapies are being established, it would be distributed in a health tourism setting. In this way, CESA puts its patents to good use and people from anywhere in the world are attracted to the Dominican Republic, which is beneficial for the country’s GDP. A win-win. Currently health tourism, which will be managed by VEGA, is only a concept and therefor a business plan and communication strategy is provided. For the fourth topic, VEGA Medical wants to help patients with Alzheimer’s disease, but the increasing social issue of caregiver burden must be tackled first. More specific, caregivers of Alzheimer’s patients must be coached, educated and psychological support must be provided. Therefore, an empowerment program and a control and follow-up system are developed. 5. The fifth and for now, last project of VEGA in the Dominican Republic is the development of a multifunctional technological park. This project is a long-term goal, in co-creation with the government. This will lead to the creation of jobs, innovation, and industrial development in the region. Next to the ability to build the company headquarters, completed with production facilities and laboratories, this poses a good investment opportunity for the company. This project however was not in the scope of this work. The main method of data collection, across all projects was desk research and interviews which allowed us to perform qualitative research. Desk research provided secondary data that gave us insights and important background into the topics but also the environment in which the projects will be implemented. More secondary data was generated from within the company in the form of previously conducted studies, protocols, and reports. Several interviews then provided us with the primary data. Semi-structured interviews took place with 4 physicians, 2 caregivers of Alzheimer’s patients, a coconut expert, coconut oil producers and machinery manufacturers, as well as with a lawyer and notary. To gain an even better impression and understanding, field visits were conducted to various hospitals and clinics, coconut oil producers and hotels. Additionally, several SIPOC diagrams to visually represent the (business) processes of both the coconut facility and the caregiver empowerment program were developed. Furthermore, a PESTLE analysis for the health tourism concept was done and the business model canvas was used to conclude a strong business model. Finally, we considered the implementation of health tourism and devised various ways of communicating with the hotels, on the one hand and the patients, on the other, which we concluded as examples. A complete marketing strategy and implementation has been developed. The first project to be started is the clinical trial, which is being conducted by Dr. ESCAÑO and his assistant. The steps or activities that need to be carried out to start up the coconut facility are in place and can be implemented instantly. To begin with the health tourism service, there are several challenges that must first be overcome. The company is encouraged to pilot this project for 6 months, after which a re-evaluation should take place. The coaching program that has been developed for caregivers of Alzheimer’s patients, has the advantage that it can be implemented anywhere, not only in the health tourism concept. This allows CESA to finally use their patented products to treat people and see some positive growth. To ensure the continuation of the described projects, a new team has been hired. Therefore, a job vacancy was posted via LinkedIn, interviews were conducted, and the two best candidates were selected. After a training session that took place in the week of 6-10 June, the two candidates were approved and will continue to drive the project forward in the future.