Some health markers can only be detected through a urine sample. This involves a person collecting...

  

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Some health markers can only be detected through a urine sample. This involves a person collecting a sample of their urine in a container and taking that container to a collection point (e.g., a pathology lab). The contents of the container can then be analysed by a medical laboratory, with the results subsequently provided to the person's doctor. While the traditional approach for collecting urine samples can provide critical information for diagnosing or tracking medical conditions, urine samples tend to only be collected occasionally, which limits the ability to track changes in certain health markers over time. Moreover, the process of collecting a urine sample can make some people uncomfortable. Product Withings, a consumer electronics company that specialises in creating health tracking devices for consumers, has recently announced a new product: the U-Scan. The U-Scan product features three components: U-Scan (device). U-Scan (disposable cartridges). App. U-Scan (device). The U-Scan is a 90mm pebble-shaped device that sits in a user's toilet like a toilet freshener. The U-Scan detects when a user is urinating and, when they are detected to be doing so, can collect a small sample of urine for analysis. Analysis occurs through disposable cartridges (more information below). After analysis has been completed, any remaining urine from the sample is expelled from the device back into the toilet. The U-Scan consequently allows urine samples to be collected in a hands-free manner. U-Scan (disposable cartridges). U-Scan's analysis occurs through disposable cartridges that are inserted into the device. At launch, two different types of disposable cartridge will be available for purchase: Nutri Balance, which analyses nutrition and hydration information. Cycle Sync, which analyses hormones related to the menstrual cycle. Each cartridge, which can take more than 100 samples, is designed to last for up to 3 months. To replace a cartridge, the U-Scan device is removed from the toilet and cleaned, and the front panel of the device is unscrewed. The old cartridge is then replaced with a new one. While the device is open, the battery (which also lasts for approx. 3 months) can also be recharged. Once the U-Scan has been recharged, the front panel is re-screwed into place and the device is returned to the toilet. The U-Scan can only hold one cartridge at a time. App Data collected from the U-Scan is synced with an app installed on the user's phone, allowing them to receive customised information and advice on health markers collected through their urine, including sleep, nutrition, hydration, and menstruation. Users are also able to track specific health markers, such as Vitamin C (for the Nutri Balance) and Luteinizing Hormone (for the Cycle Sync). Positioning The U-Scan is positioned as "a wellness assistant designed for women". Pricing and availability The U-Scan is scheduled to launch in the second half of 2023. A starter kit, which will include the U-Scan device and one disposable cartridge, is expected to retail at USD$499.95 (AUD$780), with replacement disposable cartridges available as part of a monthly subscription plan (USD$29.95 per month, equivalent to AUD$47 per month) or as standalone cartridges. Question 1. Part A - There are a set of innovation characteristics that influence consumers' adoption behaviour. Drawing on the information presented in the case study, evaluate how the U-Scan performs on each of these characteristics compared to a traditional urine analysis. Use this evaluation to determine which characteristic(s) of the U-Scan may enhance consumer adoption behaviour. In your answer, also outline which characteristics might limit consumers' adoption behaviour. Please type your answer below. Part B- Design a strategy aimed at increasing consumers' adoption behaviour with respect to the U-Scan. In your answer, be sure to justify how and why this strategy will address the characteristic(s) you identified in your response to Question 1 Part A. Please type your answer below. Some health markers can only be detected through a urine sample. This involves a person collecting a sample of their urine in a container and taking that container to a collection point (e.g., a pathology lab). The contents of the container can then be analysed by a medical laboratory, with the results subsequently provided to the person's doctor. While the traditional approach for collecting urine samples can provide critical information for diagnosing or tracking medical conditions, urine samples tend to only be collected occasionally, which limits the ability to track changes in certain health markers over time. Moreover, the process of collecting a urine sample can make some people uncomfortable. Product Withings, a consumer electronics company that specialises in creating health tracking devices for consumers, has recently announced a new product: the U-Scan. The U-Scan product features three components: U-Scan (device). U-Scan (disposable cartridges). App. U-Scan (device). The U-Scan is a 90mm pebble-shaped device that sits in a user's toilet like a toilet freshener. The U-Scan detects when a user is urinating and, when they are detected to be doing so, can collect a small sample of urine for analysis. Analysis occurs through disposable cartridges (more information below). After analysis has been completed, any remaining urine from the sample is expelled from the device back into the toilet. The U-Scan consequently allows urine samples to be collected in a hands-free manner. U-Scan (disposable cartridges). U-Scan's analysis occurs through disposable cartridges that are inserted into the device. At launch, two different types of disposable cartridge will be available for purchase: Nutri Balance, which analyses nutrition and hydration information. Cycle Sync, which analyses hormones related to the menstrual cycle. Each cartridge, which can take more than 100 samples, is designed to last for up to 3 months. To replace a cartridge, the U-Scan device is removed from the toilet and cleaned, and the front panel of the device is unscrewed. The old cartridge is then replaced with a new one. While the device is open, the battery (which also lasts for approx. 3 months) can also be recharged. Once the U-Scan has been recharged, the front panel is re-screwed into place and the device is returned to the toilet. The U-Scan can only hold one cartridge at a time. App Data collected from the U-Scan is synced with an app installed on the user's phone, allowing them to receive customised information and advice on health markers collected through their urine, including sleep, nutrition, hydration, and menstruation. Users are also able to track specific health markers, such as Vitamin C (for the Nutri Balance) and Luteinizing Hormone (for the Cycle Sync). Positioning The U-Scan is positioned as "a wellness assistant designed for women". Pricing and availability The U-Scan is scheduled to launch in the second half of 2023. A starter kit, which will include the U-Scan device and one disposable cartridge, is expected to retail at USD$499.95 (AUD$780), with replacement disposable cartridges available as part of a monthly subscription plan (USD$29.95 per month, equivalent to AUD$47 per month) or as standalone cartridges. Question 1. Part A - There are a set of innovation characteristics that influence consumers' adoption behaviour. Drawing on the information presented in the case study, evaluate how the U-Scan performs on each of these characteristics compared to a traditional urine analysis. Use this evaluation to determine which characteristic(s) of the U-Scan may enhance consumer adoption behaviour. In your answer, also outline which characteristics might limit consumers' adoption behaviour. Please type your answer below. Part B- Design a strategy aimed at increasing consumers' adoption behaviour with respect to the U-Scan. In your answer, be sure to justify how and why this strategy will address the characteristic(s) you identified in your response to Question 1 Part A. Please type your answer below.

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