How "Invitro" uses digital twins to develop the network

In mid-June 2023, it became known about the introduction of digital twin technology at Invitro to build and develop a network of offices and medical laboratories. The project was implemented by Marketing Logic.

The solution is an analytical complex based on the Atlas GIS platform and predictive analytics modules of the Russian company Marketing Logic. The system analyzes the current network configuration, identifying strong and weak links, and also offers various transformation scenarios depending on the goals set. To maximize profit or reach, reduce costs, eliminate cannibalization, the digital platform offers a set of actions that lead to a target result: open new offices, move existing ones, change the format or set of services. Each recommendation defines the exact addresses and office parameters for the optimal configuration of the network as a whole.

It became known about the introduction of digital twin technology in Invitro

In total, the complex analyzes more than 5 thousand parameters in their various combinations for 1.9 thousand medical offices of the group of companies in 600 cities of Russia and includes, among other things, the characteristics of offices operating under a franchise.

As noted in Invitro, digital twins help test all selected network configurations, their risks and advantages in a digital environment and implement the most profitable and risk-free ones. A digital twin is a complete digital copy of a network of medical offices with binding to addresses, office format, socio-demographic data of the district, information on infrastructure and logistics, and a competitive environment. The digital twin also includes non-personalized data on customers, the number and type of orders, the financial results of each office and their clusters.

By and large, the project, of course, goes beyond geo-expertise and geoanalysis, as it takes into account both the financial result and scenarios for changing the network configuration in relation to profit and cost optimization. At the same time, we fully use geodata analysis in relation to all parameters that we can "land," address recommendations and visualization when working with offices are an element of GIS, "explained Dmitry Galkin, managing partner of Marketing Logic.