Building Cost-Effective and Affordable Medical Solutions Using the Design Thinking Approach

Nowadays, healthcare innovation is the main tool that improves the provision of medical care in developing countries, especially in countries with low resources. This research case presents the innovation journey of Goliath Robotics, a startup company in sub-Saharan Africa, specifically Ghana that operates in the health space and produces electric wheelchairs. The case focuses on three theories, particularly the resource-based view, effectuation theory and the bottom of the pyramid integrated with the design thinking process to show how these theories can be applied together in a business model to achieve affordability, accessibility and sustainability. The co-founders not only strive to source raw materials themselves but also fill in skills gaps required to produce the wheelchairs, as well as overcome a bevvy of technical hurdles in their startup journey. The research aims to bridge the literature gap regarding entrepreneurs producing affordable health solutions using the design thinking approach in underserved markets. It also delves into the importance of involving various stakeholders in developing solutions. The paper applied a case study approach. Data was collected using interviews, which were recorded, transcribed, and data analyzed interpretively. The study results show that integrating these theories creates a comprehensive framework for guiding innovation in healthcare delivery and the end user's involvement at the base of the pyramid to develop appropriate, cost-effective solutions. By integrating these theories, entrepreneurs and firms can use design thinking to identify opportunities to serve low-income populations, leverage local, available and affordable resources and internal capabilities, make effective decisions and adapt to uncertainty. Researchers can test this framework in other markets or developing countries for future studies.