Clarifying the patient journey and structuring a value-based partnership
A medical device distributor wanted to go beyond simple product distribution: to clarify the real patient journey of an implantable therapy and to structure a value-based partnership with the manufacturer.
Distributeur de dispositifs médicaux – parcours de thérapie implantable en pathologie du sommeil
Context
A medical device distributor working in the field of sleep disorders wanted to structure its position beyond simple product distribution.
The challenge concerned an innovative implantable therapy, involving several specialties (ENT, respiratory medicine, surgery, sleep medicine), with a complex, lengthy patient journey that still varied from one centre to another.
Two initial findings:
- the patient journey had not been formalised in a shared way between the clinical, industry and distributor stakeholders;
- the collaboration between the distributor and the manufacturer was based mainly on commercial considerations, without a clear framework for creating clinical and organisational value.
The objective was twofold:
- Clarify the real patient journey, from identification to long-term follow-up;
- Structure a distributor–manufacturer synergy based on the value created for patients, teams and hospitals.
What we did
1. Clarifying the patient journey from end to end
Together with the teams involved, we reconstructed the real journey of the therapy:
- identification of entry points (suspicion, failure of standard treatments)
- medical eligibility criteria
- diagnostic and decision-making sequence
- implantation
- activation and adjustments
- long-term clinical and functional follow-up
This mapping made it possible to:
- make the areas of variability visible
- identify breaks in continuity
- distinguish what falls under care, organisation and industry support
2. A “value” reading of the journey
Starting from the clarified journey, we worked on a value-oriented reading:
- for the patient (sleep quality, adherence, post-implantation experience)
- for clinicians (clarity, coordination, cognitive load)
- for the hospital (predictability, smooth flow, management)
- for industry partners (relevance of their involvement, legitimate role)
The aim was not to add indicators, but to pinpoint where value is created — and where it is lost.
3. Structuring a value-based partnership model
We helped the distributor formulate a partnership proposal for the manufacturer, based on:
- a clear role in the journey (before, during and after implantation)
- explicit complementarity between clinical expertise, field support and technology
- measurable contributions to the smooth running of the journey (rather than to increasing volumes)
This work made it possible to move from a product → centre logic to a journey → value → contribution of each stakeholder logic.
What we delivered
- A clear, shared map of the patient journey, usable as a common reference
- An analysis of the points where value is created and lost throughout the journey
- A structured partnership framework, aligning distributor and manufacturer around clinical and organisational objectives, without relying on theoretical VBHC rhetoric
- A credible basis for discussion with centres, focused on journeys and outcomes rather than equipment
Key learnings
- 01
Clarifying the journey is a prerequisite for any value strategy
Without a shared understanding of the real journey, every promise remains abstract.
- 02
Value does not lie in the technology alone, but in how it fits into the journey
It is the quality of the links between steps (diagnosis, decision, follow-up) that makes the difference.
- 03
The distributor can play a structuring role, provided it is clear about its contribution
Neither seller nor caregiver — but a journey facilitator.
- 04
A credible industry partnership is built on concrete problems, not on concepts
Value is recognised when it addresses a friction the teams actually experience.
- 05
Formalising value makes it possible to align stakeholders for the long term
Clinicians, hospitals and partners then speak the same language.
Interested in a similar approach for your complex patient journeys?
We help distributors and manufacturers clarify their role in patient journeys, structure value-based partnerships and move beyond a purely product-driven logic.
