13 June, 2023
INVITRO, a leading Russian medical company, has been implementing digital twin technology to develop its network of medical offices and laboratories for the last year. This approach allows all selected network configurations, their risks and benefits, to be tested in a digital environment and the most profitable and risk-free ones to be implemented.
INVITRO has expanded its applied expertise based on digital data analysis to develop its network of offices and laboratories. Previously, the leader in the B2C market of medical tests and research applied GIS technologies to assess locations and select premises for the opening of new medical offices, as well as to update the assessment of those already included in the network. Since the geography of INVITRO's business is very extensive, including localities of over 20,000 people and a network of over 1,900 points, choosing an optimal configuration and stable development requires a high-tech approach – developing a full-fledged "digital twin" of the network.
'Digital twin' is a complete digital replica of the medical office network with links to addresses, office format, district's socio-demographic data, information on infrastructure, logistics, and the competitive environment. The digital twin also includes depersonalized data on customers, the number and type of orders, the financial performance of each office and their clusters. The solution is an analytical complex based on the Atlas GIS platform and predictive analytics modules provided by the Russian company Marketing Logic.
The system analyses the current network configuration, identifies its strong and weak links, and proposes different transformational scenarios depending on the goals set. To maximize profits or reach, reduce costs, and avoid cannibalization, the digital platform proposes a series of actions leading to the target result: opening new offices, relocating existing ones, and changing the format or the set of services. Each recommendation identifies the exact office addresses and parameters for the optimum configuration of the network as a whole. Together, the system analyses over 5,000 parameters in various combinations for the group's 1,900+ medical offices in over 600 Russian cities and includes the characteristics of franchised offices as well.
"INVITRO is a network with a very dynamic pace of development and large scale. Our team knows how to handle such kind of scope and knows how and where to move in order to remain successful in this competitive market. The IT solutions we apply in collaboration with Marketing Logic can be compared to the robots used by a surgeon in surgery, where the computing and analytical capabilities of the machine, with its superhuman precision, make a difference in capable hands. This synergy allows us not only to adapt to the growing demands of the market but also to set a certain technological standard for the industry.”, – Nadezhda Sidorina, Director of Franchising and Network Development, INVITRO.
"The INVITRO project is one of the most ambitious cases of the Marketing Logic team. This is due to the scale of the network, the number and geography of offices, and the number of parameters analysed by the Geonet platform and visualized for the customer by Atlas GIS. By and large, the project goes beyond geo-expertise and geo-analysis, of course, as it takes into account both financial performance and network reconfiguration scenarios tied to profit and cost optimization. At the same time, we make full use of geodata analysis for all the parameters we can 'ground', like address recommendations and visualization when working with offices – this is an element of GIS. We are very pleased that INVITRO is bold in their approach to using new technology, integrating these capabilities to the maximum extent possible to grow their business.”, – Dmitry Galkin, Managing Partner, Marketing Logic, on the implementation of the new solution.
The network assessment and office management project involving ‘digital twin’ technology is designed for continuous implementation. As the data accumulates, the system improves the accuracy of the projections and increases the economic impact of the use.