Blue Ocean Strategy The first attachment is my project up to date. The second attachment is the area that I need help on with directions. I have created this piece but I would like to see another...

Blue ocean strategy 1
Running Head: BLUE OCEAN STRATEGY
Name
Institution
Date
Blue ocean strategy 2
Introduction
The aim of this document is to provide the blue ocean strategy that can be used by
Boyd Custom Software to increase its market share and avoid participating in the red ocean
strategy whereby companies aim at taking away the market share of the competitors. Boyd
Custom Software (BCS) is a company that develops software primarily in collaboration with
independent software vendors who operate in the health care industry with the aim of
advancing and revolving health information technology. The realm of health information
management is a new one not like in the previous versions where progress was measured in
decades.
BCS is expected to be established in the year 2012 as a sole proprietorship controlled
by its founder Tim Aligheri assisted by a full time management as well as a board of
advisors. By January 2013, the company is expected to be restructured into a limited li9ablity
company with its headquarters being based in Atlanta, Georgia. The goal of the company is
to become a leader in innovation and partnership in the global healthcare industry in search
of global health information exchange.
The vision is to develop a mutual partnership with partners who are aware of the
modern health care challenges and offer the most advanced solutions to attain highest return
on investment. The mission is to offer healthcare solution that support the entire healthcare
ecosystem through the use of flexible technology and innovative approaches to make
information accessible4 and understandable by healthcare organizations through the blending
of technical expertise and customer insight to develop an all inclusive positive user
experience.
Blue ocean strategy 3
Of late there has been a shift towards health information exchange by electronically
moving information between organizations with due regard to the established standards. The
U.S. government has been at the forefront in establishing borderless information exchange
while trying to manage the costs of such exchanges within the health information
management providers, the healthcare industry and ISVs. BCS has been able to provide
customized electronic medical records (EMR) software that is designed to be used by the
clinicians and ISVs. The company functions with independent software vendors and also has
a software suite including an electronic medical record system, meaningful use tracking ICD-
11 conversion HIPAA 5010 compliant software and a security compliance software package.
This suite was developed in cooperation with clinical experts who are involved in the
day to day functions, department of health and human service, state HIE chapters who are
involved in the testing of the functionality. The software is able to mimic the manual
procedures used by clinical experts directly therefore being user friendly and offering the
company a competitive edge. The software has enabled clinicians to increase the ease of use,
be accurate and efficient in complex time consuming reporting processes that are also error
prone.
The major advantage of the software is that it has an interface that is easy to use, and
efficient data entry as well as reporting processes and a high level of responsiveness to the
needs of the customers in terms of design and support. Customer intimacy is the main core
competency of the company creating its competitive advantage. The company has been able
to meet the needs of its customers in a faster way compared to the other players in the
industry. The BCS software has been certified by the SEO as an approved product to be
Blue ocean strategy 4
bought and used within the health care field and a necessity to companies wishing to compete
in the industry.
The six conventional boundaries of competition source (Chan et al 2005).
Industry Boyd Custom Software (BCS) operates in the
healthcare IT industry where the company
collaborates with independent software
vendors to produces health information
technology that is unrivalled in the global
marketplace. In the year 2010 the average
growth of the industry was about 30%. The
Industry
Strategic group
Buyer group
Scope of product and
service offering
Functional-emotional
orientation of an
industry
Time
From
competing
within
To creating across
Blue ocean strategy 5
industry is a vibrant one with the key players
in need of electronic health recording system
to improve the quality of services offered.
The U.S. market provided the largest market
of about 37% of the global healthcare IT
market in 2008. This percentage is expected
to increase to 48% by 2015. And the growth
is expected to be in two digits to about $18
billion by 2015. By the year 2010, electronic
medical reports system market was value at
$15.7 billion. The industry has seen a steady
growth in the use of smart phones and mobile
applications in healthcare education, data
management, health management, health
information as well as workflow processes.
Strategic group The strategic group for BCS products
includes medical practitioners, healthcare
facilities
Buyer group The buyer group include the practitioners,
clinicians, nurses and research firms,
Scope of products and services offered The company range of software are ;
electronic health record, electronic medical
record, computerized provider order entry,
Blue ocean strategy 6
clinical decision support system, electronic
materials management and interoperability..
Functional-emotional orientation of an
industry
The capability of the system to mimic the
manual activities of...