The COVID-19 pandemic reshaped the medical sector overnight. Healthcare systems scrambled to manage the surge of cases while continuing to care for chronic patients and provide essential preventive services. In this upheaval, telemedicine emerged as a lifeline, becoming the go-to solution for both public and private institutions. Entrepreneurs quickly seized the opportunity, launching startups that offered video consultations, medical document exchange platforms, and AI-driven symptom-checking tools.

Initially, these agile startups dominated the telemedicine market, as large medical networks struggled to adapt. But as the crisis eased, established networks began developing their own telemedicine services, leveraging their resources, doctor networks, and patient bases. For startups, this created a daunting challenge: How could they compete with limited funding, smaller teams, and fewer users?

One leading telemedicine startup in Romania faced this exact dilemma. To help them stay competitive, I collaborated with the founders to create a "test-and-learn machine"—a system designed to continuously gather insights and drive innovation. This approach fueled not only the evolution of their telemedicine service but also innovations in their processes, services, and profit model.

Here’s how we made it happen:

• Building a User Community: We established a community of users who provided valuable feedback and co-created features, products, and services with the design team.

• Designing a Tailored Innovation Process: I developed an innovation framework that aligned with the startup’s available resources—technology, talent, and finances.

• Training the Team: I trained team members in key innovation tools and methodologies to empower them to adapt and iterate effectively.

• Hands-On Support: Working closely with the team, I helped them avoid common pitfalls and integrate learnings quickly into their processes.

This approach ensured the startup could adapt rapidly, stay competitive, and continue to deliver value in a fast-evolving market.

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