CREATING AND INCREASING MARKET AWARENESS – CASE COMPANY

TAMPERE UNIVERSITY
Facul y o Managemen and Business
MOHAMMAD AMIN JAFARI
CREATING AND INCREASING MARKET AWARENESS – CASE
COMPANY
Semina Repo
ii
Ja a i, M.
ABSTRACT
Backg ound:
O e he las decade, esea che s ha e in es iga ed he mul iple ba ie s ha
heal hca e echnology s a -ups ace. Many s a -ups s uggle o cap u e a en ion and
in eg a e in o he ma ke , e en wi h unique alue p oposi ions. Explo ing he ma ke
ba ie s ha s em om echnology, heal hca e ma ke ing amewo ks, and alliances.
Objec i e:
The p ima y pu pose o his pape is o explo e how echnology heal hca e s a -ups
de elop amewo ks o ma ke in eg a e and cap u e s akeholde s' a en ion.
Me hods:
This pape sees heo e ical pe spec i es om gue illa ma ke ing, echnology
adop ion, and a en ion heo ies in B2B and indus y ecosys ems o assess
collabo a i e ne wo k amewo ks and de elop posi ioning s a egies in he business
ecosys ems o heal hca e. The quali a i e app oach is o build a case s udy on a
Finnish digi al heal h s a -up ocusing on HRV-based solu ions.
Resul s:
Findings e eal ha ma ke and s akeholde access is no acqui ed pu ely by he
adop ion o new echnology. The esul s sugges ha s a egic de elopmen o
isibili y, aligning na a i es wi h in eg a ion in o a ge ecosys ems, and alue
c ea ion is gene a ed by in eg a ion in o he s akeholde ecosys em.
Conclusion:
This pape o e s a lexible, p ac ice-o ien ed app oach o imp o ing ma ke
isibili y and pa ne ship c ea ion o suppo ea ly-s age digi al heal h echnology
i ms in compe i i e and sa u a ed en i onmen s.
.
iii
Ja a i, M.
PREFACE
This pape was w i en as a pa o he Li e a u e S udy in he Business and
Technology cou se o he mas e ’s p og am o Tampe e Uni e si y o enhance he
s uden s’ esea ch and w i ing skills. The pape p esen s insigh s in o he ole o
echnology awa eness in he success o s a ups and high- ech companies,
emphasizing how inno a ion and s a egic communica ion os e adop ion, ma ke
pene a ion, and long- e m g ow h.
I would like o hank D . Jouni Lyly-Y jänäinen o supe ising my wo k and his
aluable ema ks ha helped me o ind and isualize ideas. His guidance and
eedback we e ins umen al in shaping he di ec ion and quali y o his s udy.
Tampe e, July 2025
Mohammadamin Ja a i
i
Ja a i, M.
TABLE OF CONTENTS
ABSTRACT ______________________________________________________ ii
PREFACE _______________________________________________________ iii
1 INTRODUCTION ____________________________________________ 1
1.1 Backg ound o Inc easing Awa eness _____________________________ 1
1.2 Objec i e o he Repo _________________________________________ 1
2 RESEARCH METHODOLOGIES ______________________________ 3
2.1 Resea ch Me hods _____________________________________________ 3
2.2 Resea ch P ocess ______________________________________________ 4
3 THEORETICAL BACKGROUND ______________________________ 5
3.1 In es men Acquisi ion and Financial Challenges ___________________ 5
3.2 Gue illa Ma ke ing ___________________________________________ 6
3.3 Inc ease Awa eness Among Po en ial Pa ne s _____________________ 7
4 FINDINGS AND STRATEGIC PARTNERSHIPS _________________ 9
4.1 Case Company and Iden i ied Challenges __________________________ 9
4.2 S a egic Pa ne Oppo uni ies Ac oss Indus ies _________________ 10
4.3 S a egic Re lec ions and Lessons Lea ned ________________________ 16
5 DISCUSSION _______________________________________________ 18
6 CONCLUSIONS ____________________________________________ 19
REFERENCES ______________________________________________ 20
Ja a i, M.
1
1 INTRODUCTION
1.1
BACKGROUND
Succeeding in business oday elies hea ily on he ad anced use o echnology in he
economy. Eme ging echnologies such as AI, blockchain, and ad anced da a analysis
a e e olu ionizing indus ies by enhancing se ice deli e y, business e iciency, and
compe i i eness. Howe e , many o ganiza ions con inue o ace issues wi h
echnology awa eness and adop ion, e en when such echnologies can po en ially
ans o m hese o ganiza ions. The gap be ween echnological de elopmen and
ma ke eadiness can hinde companies om ealizing he ull bene i s o inno a ion,
slowing down indus y-wide p og ess (Roge s, 2003; Ch is ensen, 1997).
The mos signi ican ba ie s o adop ing new echnologies s em om a lack o
awa eness and unde s anding among key s akeholde s. Cus ome s and in es o s
alike need o be communica ed wi h in simple e ms on how new echnologies may
be use ul be o e hey accep o suppo hei use. Companies ha ail o b idge his
knowledge gap o en ace skep icism, esis ance, and slowe ma ke pene a ion
(Moo e, 2014). Fu he mo e, his p oblem is compounded by he ac ha limi ed
inancial esou ces a e a ailable because many echnology- ocused businesses do
no ecei e he unding needed o g ow and comme cially exploi hei new ideas.
Financial cons ain s o en limi a company’s abili y o conduc e ec i e awa eness
campaigns, u he delaying adop ion and educing g ow h oppo uni ies (Gompe s
& Le ne , 2001).
Technology awa eness and in es men acquisi ion a e a challenge, especially o
s a ups and small en e p ises. Es ablished co po a ions ha e as esou ces a hei
disposal, bu s a ups mus y o educa e a ma ke , which equi es unds while
looking o in es men o keep he doo s open. Li e a u e sugges s ha companies
adop ing s a egic pa ne ship models, le e aging en u e capi al ne wo ks, and
pa icipa ing in accele a o p og ams can enhance bo h awa eness and inancial
s abili y (B own & Mawson, 2019). This esea ch uses his heo e ical amewo k o
de e mine how echnology-o ien ed companies can success ully add ess hese
in e ac ing p oblems h ough o ganiza ional s a egies and ma ke ac ions.
1.2
OBJECTIVE OF THE REPORT
The esea ch analyzes how a company can inc ease isibili y as well as adop ion in
o e sa u a ed ma ke s h ough esea ch o exis ing heo ies and empi ical da a. The
objec i e o he pape …

Ja a i, M.
2
...is o o e a p ac ical solu ion o he p oblem o echnology awa eness and
ecosys em posi ioning in he heal h ech indus y, especially in he case o
ea ly-s age companies, which, a e ha ing access o unding, ace challenges
o isibili y, us , and in eg a ion in o he ecosys em in as uc u e.
To each his objec i e, he esea ch in eg a es amewo ks ha ocus on he
de elopmen o accep ance and awa eness in ela ion o eme ging echnologies
wi hin inno a i e ecosys ems. The s udy examines he impac o uncon en ional and
low-budge app oaches on ma ke isibili y using gue illa ma ke ing echniques.
Mo eo e , he Technology Adop ion Li ecycle and s a egies o c ea ing awa eness
help explain he engagemen o s akeholde s and he communica ion di ide ha
exis s be ween inno a o s and adop e s. Collec i ely, hese heo ies o m a basis o
examining and sys ema ically esol ing he posi ioning challenges aced by s a ups.
The inno a ions a e aimed a sol ing he s a egic posi ioning challenges p ima ily
associa ed wi h enabling echnology p o ide s o ully in eg a e hei o e ings in o
exis ing ecosys ems, cap u ing he a en ion o end use s and key ma ke playe s. The
objec i e o he s udy is o con ibu e o he body o knowledge ega ding a p ac ical
app oach o he isibili y and adop ion challenges ha a e essen ial o echnology-
based solu ion p o ide s who seek o expand ope a ions in inno a ion- ueled
ma ke s.
In his pape , he heo e ical basis o he p ac ical s a egy is p esen ed in a
sequen ial manne aligned wi h he espec i e chap e s. Chap e 2 desc ibes he
me hodology and esea ch p ocess ha shaped he inqui y. Chap e 3 ocuses on he
heo e ical amewo k and discusses some elemen s o echnology awa eness,
gue illa ma ke ing, and s a egic pa ne iden i ica ion. Chap e 4 p o ides a de ailed
analysis o he con ex o he case company, maps he po en ial indus y
collabo a o s, as well as gi es ecommenda ions o u he insigh s. Las ly, Chap e
5 summa izes he indings and p esen s addi ional esea ch oppo uni ies, he eby
concluding he pape . Such an app oach acili a es an unde s anding o he
phenomenon o s a egic awa eness and pa ne ships in ela ion o hei po en ial
impac in os e ing he adop ion o eme ging echnologies.
Ja a i, M.
3
2 RESEARCH METHODOLOGIES
2.1
RESEARCH METHODS
The case s udy esea ch is a s a egy enabling unde s anding o dynamics, such as
change p ocesses, p esen in pa icula se ings (Gummeson, 1993). This applies o
bo h phenomena ha a e highly complex in na u e, bu also he mo e s aigh o wa d
ones, which, howe e , emain hidden and di icul o disco e (Gummeson, 1993).
The case s udy esea ch may aim a p o iding a desc ip ion, es ing a heo y, o
gene a ing a new one (Eisenha d , 1989) and include any issue deemed wo h
s udying (Gummeson, 2017). Acco ding o Gummeson (2017), he eal scien i ic
con ibu ion o a case s udy is he concep ualiza ion o he analyzed issue and
solu ions.
Gummeson 1993 claims ha he igh selec ion o da a-ga he ing me hods is essen ial
o he success o a case s udy. The da a ga he ed in he p ocess o case s udy esea ch
may be bo h quali a i e and quan i a i e (Eisenha d , 1989). Table 1 summa izes i e
quali a i e me hods o da a collec ion, which a e Gummesson’s (1993) con ibu ion
o case s udy esea ch. Each me hod is summa ized o demons a e i s con ibu ion
owa ds he p oduc ion o in-dep h and con ex ual insigh s.
Me hod
Desc ip ion
Exis ing
Ma e ials
These pe ain o dis inc g oups o da a sou ces. All p in
ma e ials, like books, da abases, b ochu es, and publica ions,
all unde exis ing ma e ials.
Ques ionnai es
and Su eys
This is u ilized o p oduce quan i a i e in o ma ion in case
s udies using well-s uc u ed and ci cula ed ques ionnai es
and su eys.
Quali a i e
In e iews
This is he p e e ed me hod o da a collec ion in case s udies.
In e iewe s ha e o comply wi h a highe le el o quali a i e
in e iews. Quali a i e o in o mal in e iews a e bes done in
a discussion o um, bu hey may also be done mo e o mally
by means o a ques ionnai e.
Obse a ion
The e a e a ious o ms o obse a ion, such as pa icipan
obse a ion and non-pa icipan obse a ion.
Ac ion Science
In his app oach, he esea che engages in and is in ol ed in
he case s udy p ocess.
Each app oach had alue: ounda ion ma e ials in o med he basics, in e iews
ocused on deepe explo a ions o he manage s’ and decision-make s’ iewpoin s,
and obse a ions e ealed unde lying ope a ing en i onmen beha io s. The
Ja a i, M.
4
combina ion o hese di e en sou ces o da a was used o e i ying indings, and
abs ac ion p omo ed con idence in he esul s.
2.2
RESEARCH PROCESS
This esea ch was execu ed oge he wi h a Finnish heal h echnology s a up on an
in e en ionis case s udy basis. The esea ch s udy was ini ially a li e a u e e iew
on unding and awa eness ba ie s o ea ly-s age companies. A e alking o he
CEO o he company, he p oblem was e amed, unding was no he p ima y
p oblem, and he mos c i ical issues became isibili y and in eg a ion in o he
ma ke . Consequen ly, he esea ch pi o ed o s udying ecosys em posi ioning and
pa ne ship ou ing as p ima y s a egies o g ow h.
The esea che had cons an communica ion wi h he company and he academic
supe iso . This in eg a ion ensu ed ha he p oposed s a egies had a clea , angible
pa h o ac ion while hono ing he heo e ical academic unde pinnings. The esea ch
mo ed h ough se e al miles ones, which included empi ical wo k, design o he
s udy amewo k, and inal alida ion, desc ibing a clea jou ney om heo e ical
unde s anding o p ac ical implemen a ion.
As illus a ed in Figu e 1, he esea ch p ocess is ci cula and adap i e in na u e,
whe e each s age is in o med by he in e play o heo y and p ac ice. The i e a ion o
he s uc u e allowed o a lexible co espondence be ween he academic ques ion
and he p ac ical p oblem.
Figu e 1. Resea ch P ocess Timeline
Ja a i, M.
5
3 THEORETICAL BACKGROUND
3.1
INVESTMENT ACQUISITION AND FINANCIAL CHALLENGE
B inging in secu e in es men is pa icula ly impo an o companies ha a e, in one
way o ano he , echnology-o ien ed, because his enables hem o scale and sus ain
ope a ions. Resou ce-based heo y (Ba ney, 1991) s a es ha a i m is in a mo e
ad an ageous posi ion i i possesses aluable, a e, and non-subs i u able esou ces.
Financial capi al is one such esou ce ha enables i ms o inno a e, ma ke hei
solu ions, and expand ope a ions. Howe e , s a ups and SMEs o en s uggle o
a ac in es men due o pe cei ed isks and unce ain ies in echnology
comme cializa ion (Gompe s & Le ne , 2001). As shown in Figu e 2, in es men
s a egies a y depending on he company's g ow h s age. Ea ly-s age s a ups
ypically ely on boo s apping, angel in es o s, and en u e capi al (VC), while
mo e ma u e companies seek p i a e equi y o public unding (B own & Mawson,
2019).
Figu e 2. S a up Financial Cycle (Ojeaga, 2015).
Ven u e capi al i ms assess companies based on ac o s such as ma ke po en ial,
echnological easibili y, and he c edibili y o he ounding eam (Da ila e al.,
2003). Howe e , many echnology-o ien ed i ms do no ha e he p ope ma ke
co e age o su icien inancial in o ma ion o a ac adi ional in es o s, which
leads o a need o al e na i e sou ces o inancing like go e nmen subsidies,
co po a e g an s, and c owd unding.
Ja a i, M.
12
and s ess
acking
wellness
use s
he apy
se ices
Digi al
Heal h
BioBea
Con inuous
i al sign
moni o ing
S ong
clinical
esea ch
o ien a ion
Niche
ma ke
ocus
HRV ma ke
co- alida ion
Digi al
Heal h
Google Fi
T acks
ac i i y
and
wellness
C oss-
pla o m
compa ibili y
Limi ed
in eg a ion
op ions
Enhance
biome ic
in e p e a ion
using HRV
Digi al
Heal h
Headspace
Men al &
body
heal h
Wellness-
ocused
audience
Limi ed B2B
in eg a ion
Enhance
medi a ion
ou comes wi h
HRV eedback
Digi al
Heal h
Li ongo
Ch onic
condi ion
pla o m
P o en
beha io al
coaching
Na ow
scope
Ch onic ca e
in eg a ion
Digi al
Heal h
Om on
Clinical-
g ade
senso s
FDA-
app o ed
ha dwa e
Weak
consume
b and
Senso - o-
pla o m
linkage
Digi al
Heal h
One
Medical
Tech-
enabled
clinics
Inno a i e
model
Limi ed o
u ban a eas
HRV insigh s
in
pe sonalized
ca e
Digi al
Heal h
Wi hings
A -home
diagnos ics
S ylish,
connec ed
de ices
Ma ke sha e
limi ed
Mul i-senso
in eg a ion
Insu ance
&
Wellness
Ae na
Employee
wellness
solu ions
U.S.
insu ance
each
Adop ion
delay
Biome ic
incen i es o
p emiums
Insu ance
&
Wellness
Blue
C oss
Blue
Shield
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insu e
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employe
base
Low
inno a ion
speed
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analy ics
deploymen
Insu ance
&
Wellness
Bupa
Co po a e
heal h
inno a ion
Global
insu e
p esence
Pa ne ship
complexi y
Policy-linked
acking
Insu ance
&
Wellness
Li esum
Nu i ion
and
wellness
app
High use
base,
li es yle-
o ien ed
Less
emphasis on
medical-
g ade
accu acy
In eg a e HRV
o pe sonalize
li es yle and
s ess insigh s

Ja a i, M.
13
Insu ance
&
Wellness
Osca
Heal h
Tech- i s
insu ance
Mode n
wellness
ools
U.S.-cen ic
Sma policy
bene i s wi h
HRV
Insu ance
&
Wellness
Ping An
Good
Doc o
Chinese
eleheal h
High ma ke
pene a ion
Limi ed
ou side
China
Localized
biome ic
me ics
Insu ance
&
Wellness
Vi gin
Pulse
Wellness
engagemen
Es ablished
co po a e
p og ams
Long sales
cycle
HRV-linked
wellness
ou ines
Insu ance
&
Wellness
WHOOP
Uni e
HRV ools
o
companies
O ganiza ional
HRV acking
En e p ise
sales
di icul y
En e p ise
biome ic
dashboa d
Medical
De ices
Abbo
De elops
biosenso s
o eal-
ime
moni o ing
Medical-
g ade
de ice
pla o m
S ic
medical
egula ions
Embed HRV
me ics in
wea able
senso s o
b oade
clinical u ili y
Medical
De ices
iRhy hm
O e s
ECG and
a hy hmia
moni o ing
de ices
FDA-
clea ed
solu ions
Highly
egula ed
clinical
space
Complemen
ECG da a wi h
HRV analy ics
o p oac i e
in e en ion
Medical
Resea ch
Cle eland
Clinic
U.S.
heal h
inno a ion
Clinical
impac
Pa ne ship
selec i i y
Clinical
pe o mance
pilo
Medical
Resea ch
Johns
Hopkins
Public
heal h
inno a ion
Academic
us
P ojec
app o al
leng h
Epidemiological
HRV ials
Medical
Resea ch
Ka olinska
Ins i u e
Eu opean
medical
science
Nobel-scale
isibili y
Non-
comme cial
speed
Inno a ion
co- es ing
Medical
Resea ch
Mayo
Clinic
U.S.
clinical
leade
Clinical
da a
pipeline
Selec i e
p ojec
in ake
Medical-g ade
HRV
alida ion
Public
Heal h
GE
Heal hca e
Medical
diagnos ics
Tech-enabled
diagnos ics
In eg a ion
challenge
Embedded
sensing
co-design
Public
Heal h
NIH
U.S.
science
hub
Massi e
c edibili y
Regula o y
p ocedu es
Popula ion-
based
biome ic
s udy
Ja a i, M.
14
Public
Heal h
WHO
Global
heal h
leade ship
Global
heal hca e
ad ocacy
High
bu eauc a ic
delay
C oss-coun y
heal h impac
e alua ion
Spo s
&
Fi ness
Adidas
Pe o mance
wea ables
Global
each
Limi ed ech
ocus
Mo emen -
linked
pa ne ships
Spo s
&
Fi ness
Asics
A hle e
pe o mance
Scien i ic
R&D
backing
Small
wea able
p esence
HRV-based
pe o mance
shoe ech
Spo s
&
Fi ness
Hyd ow
Sma
owing
machines
Imme si e
exe cise
Ha dwa e
limi
Ca dio-load
eco e y
eedback
Spo s
&
Fi ness
My
Fi nessPal
Nu i ion
& i ness
acking
La ge da a
ecosys em
Weak
in eg a ion
his o y
Nu ien -
biome ics
sync
Spo s
&
Fi ness
Nike
Fi ness
inno a ion
Global
spo s
b and
No a heal h
ech
company
B and-
powe ed
biome ic
isibili y
Spo s
&
Fi ness
Pelo on
Connec ed
i ness
de ices
Loyal
con en
pla o m
Ha dwa e
dependency
HRV-based
aining
con en
Spo s
&
Fi ness
S a a
A hle e
social
ne wo k
Communi y
-d i en
me ics
No ha dwa e
in eg a ion
HRV da a
isualiza ion
laye
Spo s
&
Fi ness
Techno
gym
Sma
gym
solu ions
High-end
i ness ech
P ice
sensi i i y
Connec ed
gym loo
pilo
Spo s
&
Fi ness
Tonal
AI gym
equipmen
High- ech
muscle
analy ics
Niche
audience
Biome ic
s eng h
me ics
Spo s
&
Fi ness
Zwi
Gami ied
indoo
cycling
Imme si e
spo
pla o m
S a iona y
use case
Real- ime
pe o mance
eedback
Teleheal h
Amwell
Vi ual
clinical
se ices
U.S.
eleheal h
leade
Pa ien
onboa ding
ic ion
In eg a ing
biome ic da a
low
Teleheal h
D io
Heal h
Pe sonalized
ch onic
condi ion
managemen
P o en
pla o m in
emo e ca e
Focused
mainly on
diabe es
HRV
in eg a ion
in o s ess &
li es yle
in e en ions
Ja a i, M.
15
Teleheal h
Teladoc
Heal h
Remo e
ca e
se ices
Leading
elemedicine
p o ide
Scalabili y
issues
Wea able-
linked emo e
iage
Teleheal h
Zocdoc
Doc o
booking
engine
B oad use
base
Limi ed
diagnos ics
In eg a ed
HRV-
in o med
scheduling
Wea ables
Amaz i
Budge -
iendly
senso s
Fas -
g owing
segmen
Sho e
de ice
li ecycle
Sleep & HRV
budge ools
Wea ables
Apple
Sma
heal h
in eg a ion
Global
ecosys em
leade
Limi ed
ex e nal
in eg a ion
Heal hKi
pa ne ship
Wea ables
Fi bi
Fi ness
acking &
wellness
La ge use
base,
Google
backing
Less lexible
o
in eg a ions
Da a-sha ing
model
Wea ables
Ga min
Spo and
heal h
wea ables
Mul ispo
ange,
s ong
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T adi ional
b and
pe cep ion
Pe o mance
da a
in eg a ion
Wea ables
HealBe
O e s non-
in asi e
calo ie
in ake
wea ables
Unique
o e ing in
me abolic
heal h
Smalle
ma ke
pene a ion
Pa ne o
in eg a ed
me abolic and
HRV eedback
Wea ables
Mob oi
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sma wa ches
A o dable
AI-d i en
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obscu i y
Voice-
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Wea ables
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wea able
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epu a ion
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pace
T aining
op imiza ion
Wea ables
Realme
Sma
bands &
wa ches
You h-
cen ic
design
Limi ed B2B
appeal
Biome ic
en y
collabo a ion
Wea ables
Samsung
Senso - ich
sma wa ches
Ha dwa e
and OS
syne gy
O e -
di e si ied
p oduc line
Na i e HRV
embedding
Ja a i, M.
16
Wea ables
Suun o
Ou doo
spo
acking
S ong in
endu ance
spo s
Less ma ke
pene a ion
A hle e-
speci ic
pa ne ship
Wea ables
Whoop
A hle e
op imiza ion
T us ed by
eli e
a hle es
Subsc ip ion
-hea y
model
Fi ness
eco e y
in eg a ion
Wea ables
Xiaomi
A o dable
sma
bands
Massi e
use base
Low p o i
ma gin
Wide
popula ion
biome ic
ollou
Wea ables
Zepp
Heal h
Senso -
d i en
pla o ms
S ong in
Asia
Lesse -
known in
Wes e n
ma ke s
APAC
wellness
in eg a ion
The s a egic pa ne ecosys em unde sco es he alue o ecosys em hinking wi h
espec o he company’s adop ion po en ial. I illus a es he spec um o possible
pa ne s, anging om es ablished global echnology companies o specialized
digi al heal h s a ups, all p esen ing di e en syne gies. No only does he company
gain signi ican ly enhanced each and c edibili y, bu by a ge ing pa ne s aligned
bo h echnologically and s a egically, i posi ions i s inno a ion o sus ainable
in eg a ion ac oss indus ies.
4.3
STRATEGIC REFLECTIONS AND LESSONS LEARNED
As he case analysis e ealed, elying on echnical inno a ion alone does no
gua an ee success in he heal h ech ma ke . I emphasizes he impo ance o he
c ea ion and cap u e o alue h ough s a egic alliances and ecosys em posi ioning,
whe e he p oduc ails o deli e alue on i s own o he consume . The abili y o
he case company o inco po a e i s solu ion in o exis ing echnological ecosys ems
p o ed o be a c i ical success ac o .
The analysis also highligh ed isibili y in he ma ke as a mo e powe ul,
unde es ima ed esou ce. Awa eness o echnological ad ances was limi ed among
se e al po en ial pa ne s, which s i led g ow h in p oduc i i y. Concep s discussed
in he ealm o gue illa ma ke ing e ealed ha isibili y can be achie ed in a e y
economical way. C ea ing campaigns ha a e mo e di ec ly abou he pa ne o
use ’s se ice demons a es inno a ion a ound adi ional ma ke ing limi a ions.
The mapping o pa ne ship oppo uni ies showed why ele ance is d i en by
s a egic alignmen and no size o unding. Companies om a ious indus ies had
Ja a i, M.
17
po en ial, bu only hose wi h speci ic sha ed echnical goals, ma ke ing objec i es,
and in eg a ion capabili y we e able o gain ocus. This e o emphasized he need
o make he p oduc a chi ec u e and na a i e ocus on he possible collabo a o s.
In o al, he esea ch ei e a ed ha in eme ging echnology ma ke s, sole inno a ion
does no de e mine success. I mus be accompanied by communica ions, c edibili y,
and access o s a egically aluable ne wo ks. These insigh s shape how o he simila
i ms migh conside ailo ing g ow h s a egies o hese cons ain s.
S a egy lessons in eg a ed wi h he i m's expe ience include es ablishing
pa ne ships going beyond p oduc de elopmen , he necessi y o c ea i e isibili y
s a egies such as gue illa ma ke ing, p e e ences o alignmen o e scale when
selec ing collabo a o s, and he impo ance o ecosys em i ega ding adop ion
success. Each lesson demons a es insigh om cap u ing p ac ical eali y alongside
heo e ical amewo ks, exposing adi ional models e sus adap a ions demanded
by he i m’s con ex .
Such s a emen s accompany he app oach sui able o en ep eneu s na iga ing
in ica e echnological domains. Ins ead o iewing g ow h o be cap u ed h ough
unding o inno a ion, i ms mus embed hemsel es in o pe inen ne wo ks while
censo iously ailo ing messages o di e en s akeholde g oups, iden i ying he need
o shi pe cep ions whe e c edibili y and isibili y eadily compe e alongside capi al.

Ja a i, M.
18
5 DISCUSSION
The indings o his s udy suppo he idea ha u ilizing inno a i e echnology is no
enough o digi al heal h s a ups o achie e ma ke accep ance and in eg a e in o he
ecosys em. As demons a ed in he company’s si ua ion, limi ed (o nega i e)
isibili y and poo s a egic posi ioning can s i le ad anced HRV-based solu ions.
As p e ious s udies ha e poin ed ou , he di usion o inno a ion in heal hca e is no
pu ely a ma e o echnical e iciency bu in ol es ac i e s akeholde engagemen
and us -building (Roge s, 2003; G eenhalgh e al., 2017).
The s udy also con ibu es o he li e a u e on ma ke ing by illus a ing he
impo ance o gue illa ma ke ing, which is an adap able and economical
p omo ional s a egy o eme gen companies wi h igh budge s. Consis en wi h
Le inson’s (2007) ini ial p inciples, he company’s case illus a es ha ge ing
ma ke a en ion can be achie ed wi h imagina ion and awa eness o he si ua ion,
e en in he absence o la ge budge s. The company’s s a egic ma ke ing
communica ion and na a i e-building ini ia i es helped gene a e in e es and
enhanced he company’s appeal as a pa ne wi hin he cu en alue ne wo ks.
Rega ding he ecosys em, he conclusions ei e a e wha Adne (2017) and Jacobides
e al. (2018) said on he need o s a egic alignmen among playe s in nascen
echnology ma ke s. This esea ch wen on o map and ank o e i y po en ial
collabo a o s in he heal h, wellness, and spo s sec o s. This is a demons a ion o
how a s a up can ind poin s o en y in o pa ne ships ha c ea e alue, in con as
o compe ing o a en ion in a acuum, in he impo ance o ne wo ks o gaining
legi imacy and access o he esou ces ha a e necessa y o en e egula ed ma ke s,
such as heal h ech, by posi ioning hemsel es as a con ibu o .
The esea ch ad ances he in eg a ion o he di usion o inno a ion, s a egic
ma ke ing, and ecosys em heo y in o a single p ac ical amewo k o he
cons uc ion o a ma ke ing ecosys em. This amewo k can ad ance he heo y on
ma ke isibili y, which, in my opinion, is a consolida ion o mul iple cons uc s,
including communica ion, legi imacy, and coope a ion. Finally, he esea ch
p o ides s a up manage s wi h p ac ical insigh and a amewo k o isibili y ha
uses adap able s o y elling o eposi ion s a egic pa ne ships in o de o gain a
oo hold in a con es ed ma ke .
This s udy desc ibes he in e en ionis esea ch app oach as one example o
connec ing he schola ly and manage ial wo lds. The epea ed cycles o collabo a ion
be ween he esea che and he company esul ed in collabo a i e lea ning and
imp o emen s in he s a egic decisions he company made. In u u e s udies, he
p oposed amewo k could be examined in di e en indus ies, and he e ec o he
amewo k on pa ne ship le e s, us o in es o s, and di usion o he inno a ion
in he ma ke could be s udied.
Ja a i, M.
19
6 CONCLUSIONS
S a ups ace a ious challenges when comme cializing heal h echnology in as -
changing, compe i i e ma ke s. This p o ided he oppo uni y o examine digi al
heal h, elemedicine, and wea able echnologies and he in e ela ed issues o
echnology adop ion, ma ke awa eness, and pa ne ship engagemen . Pos
pandemic, he issues o emo e heal h and wea able echnologies o e ed a unique
oppo uni y o s udy a Finnish case company p o iding HRV-based solu ions,
ini ially pe cei ed o be limi ed by in es men esou ces, bu deepe analysis
indica ed he case was cons ained p ima ily by s a egic alignmen and ecosys em
isibili y.
The objec i e was o de elop a pa ne ship model ha would enable he i m o
ad ance in eg a ion and o e come he ba ie s o pa ne ship awa eness. This
in ol ed a designed heo y-based amewo k aimed o s a egically use he sa u a ion
heo y o gue illa ma ke ing in he i m’s ecosys em and ma ke o aid in he
in eg a ion o inno a ion di usion. I also included he o mula ion o a p elimina y
posi ioning plan and he iden i ica ion o po en ial s a egic pa ne s in he indus y.
I is clea ha he ad ancemen o new echnologies elies on mo e han jus he skills
ha echnology possesses; he de elopmen o isibili y, us , and alignmen wi h
o he companies wi hin he ecosys em also needs o ake place. In he si ua ion wi h
li le unds a ailable, he e ec i eness o gue illa ma ke ing o de elop a low-cos
awa eness campaign and spa k in e es in pa ne ships was appa en . A ailo ed
collabo a ion compass ha he s udy de eloped engaged o e wen y po en ial
pa ne s in heal h, wellness, and spo s, showing ha ne wo k de elopmen in
ma ke ing is possible wi hou adi ional ad e ising and la ge inancial ou lays.
This is he i s esea ch o echnology s a -ups on s a egic ma ke ing and
ecosys em in eg a ion ha demons a es he u iliza ion o limi ed unds and he
b illian ma ke ing wi hin ecosys em in eg a ion wi h allied echnology sec o s.
Fu u e esea ch could cen e on he sus ainabili y o isibili y o e ime and i s
impac on o ging ela ionships, and he e ec i eness o gue illa ma ke ing wi h
espec o us and being a c edible playe in business ela ionships. Compa ing
iolence and agg ession ma ke ing wi hin sec o s like in ech o ed ech could explain
he embedded ope a ional amewo ks using ma ke ing awa eness and ad ocacy.
Looking in o he cus ome and pa ne onboa ding in ela ion o he used
amewo ks, he p oposed esea ch could be alida ed mo e meaning ully by
esea ch.
Ja a i, M.
20
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