I have noted only the core idea and context here since including everything here would make this page unsustainably long! (designing for humans!)
Strategy A deals with Figur8, going out on its own direct to customer and taking the world by storm. This is the strategy I personally like since it gives a higher degree of control over the fate of the product and its dissemination. But it is also the more capital intensive route.
Strategy B looks into how Figur8 could instead embed itself into an existing value chain and rely on incumbents to expand its reach. More sensible but slower.
Finally, you can visually compare the two here.
Core Idea
Figur8 combines novel hardware with AI-powered software to deliver objective, real-time data for musculoskeletal (MSK) assessment. Unlike traditional systems, Figur8’s solution works outside clinical settings—making accurate diagnostics more accessible, scalable, and affordable.
Context: Back pain and diagnosis
Traditional MSK diagnoses require laboratory conditions where subjects are connected to wired sensors. These setups limit the range of motion due to wire length and tangling issues. While hi-tech cameras and physical MMG sensors are also used, they have limitations in measurement distance and field of view.
This sophisticated equipment is financially out of reach for most people. Research data predominantly comes from elite athletes who have access to high-quality MSK care. Meanwhile, MSK problems affect a much broader population. The average person faces long wait times for diagnoses that often rely heavily on healthcare providers' subjective experience. Even after these delays and expert consultations, MSK conditions are frequently misdiagnosed.
"In 2012, one in two adults has been diagnosed with a MSK condition and yet 80% of patients are not provided with evidence-based care (Kwo, 2020)"
These issues compound over time as the body compensates for misalignments by shifting stress to other MSK structures, causing further deterioration (HS Choices, n.d.). When MSK problems progress beyond a certain point, surgical intervention becomes necessary—an expensive solution that rarely restores full bodily function.
While access to affordable and accurate MSK diagnostic systems is essential for maintaining quality of life, such access remains out of reach for the average person.
Figur8 in Context
Figur8 recognizes that musculoskeletal (MSK) problems are common, chronic, and frequently misdiagnosed. To combat this status quo, they developed a solution that removes subjectivity from the diagnostic process. Their key innovation was replacing traditional Electromyography (EMG) with surface Mechanomyography (sMMG) tapes—a more affordable alternative that collects equivalent data. Unlike EMG systems, these tapes produce clean data unaffected by sweat and humidity. The wireless design and noise-free data collection enable Figur8's system to be used effectively in field conditions. Importantly, the system's accuracy has been validated against current gold standard technologies.
The collected data is processed through an AI system that identifies the underlying causes of MSK pain. This information can then be shared with medical experts who use it to recommend appropriate rehabilitation treatments.
Bibliography
(n.d.). Retrieved from Nhs choices. (n.d.). Retrieved May 06, 2021, from https://www.tims.nhs.uk/self-care/chronic-or-persistent-musculoskeletal-pain/.
El-Tallawy, S.N., Nalamasu, R., Salem, G., & al, e. (2021). Management of Musculoskeletal Pain: An Update with Emphasis on Chronic Musculoskeletal Pain. Pain Ther.
Hinge. (2020). Reducing Musculoskeletal Spend in Manufacturing industry.
HS Choices. (n.d.). Retrieved from Nhs choices. (n.d.). Retrieved May 06, 2021, from https://www.tims.nhs.uk/self-care/chronic-or-persistent-musculoskeletal-pain/.
Kwo, L. (2020, 10 30). MobileHealthnews.com/news. Retrieved from https://www.mobihealthnews.com/news/evaluating-musculoskeletal-digital-health-apps
statista. (n.d.). Retrieved from https://www.statista.com/statistics/881581/leading-google-play-health-and-fitness-apps-dau-austria/
Yelin, E. H., & Cisternas, M. (n.d.). boneandjointburden.org total-economic-impact-us-economy. Retrieved from boneandjointburden: https://boneandjointburden.org/fourth-edition/viiie1/total-economic-impact-us-economy