Looking back at the launch of the Patient Room of the Future (PRoF), what stands out to me today is not only the commercial value it created for participating companies. The additional value came from what the initiative taught us about building strong partnerships, sustainable innovation ecosystems, and smart collaboration in healthcare innovation.

“PRoF showed me that a project can become an ecosystem if you nurture it right.”

Building the Patient Room of the Future Around Patients

It all started with the initial idea from Jan Van Hecke, back in 2009. Instead of following the traditional architectural approach where hospitals dictate requirements, we decided to flip the script. Together with a few early partners, we designed a process based on joint brainstorms and co-creation workshops, searching for guiding principles by starting from the patient’s perspective rather than the hospital’s.

I still remember the very first brainstorm in Ghent: just four companies and a few students around the table. As momentum grew, the consortium quickly expanded. By the time of the launch, 40 companies were collaborating and co-investing to bring the concept room to life.

“Designing from the patient’s point of view, not the hospital’s, became our guiding principle.”

The guiding principles we defined together were captured in keywords, which later served as design anchors for participating companies to create new healthcare solutions. This collaborative design process did not just create a demo, it built a movement on strong values, where partners from different worlds united around a shared vision of patient-centered innovation.

Launching PRoF1.0: From Empty Hall to Demo Room

On July 1st, 2009, we unveiled PRoF1.0, the very first Patient Room of the Future. It was an incredibly hot day, but that did not stop the press, healthcare professionals, and all collaborating partners from attending. The day featured formal presentations, introductions, and, of course, a guided visit to the patient room itself.

For us, building the vision in a real-life demo seemed obvious. Yet in hindsight, it became one of PRoF’s key differentiators compared to other healthcare innovation think tanks. Many talk about the future, we actually built it.

At the start, hardly anyone believed we could transform an empty industrial hall into a fully realised demo room in such a short time. But against all odds, we did it. That transformation gave credibility to the initiative and showed what a committed consortium could achieve.

“Building the vision in real life was more than symbolic — it set PRoF apart from other think tanks.”

The Surprise Moment: From Project to Ecosystem

The true impact of PRoF only became clear months later. At a professional care fair, everybody was talking about the concept. Visitors explained how innovative and inspiring it was, creating a ripple effect where even more people wanted to see it for themselves.

To reinforce the message, we made PRoF subtly visible throughout the fair: every consortium member had a small “PRoF” mailbox on their stand, making their membership visible without being pushy. It created instant recognition and sparked countless conversations.

Participating organisations were proud to be associated with PRoF, while those who had not joined yet asked how they could. That was my “aha moment”: PRoF was more than a concept room. It was the foundation of a healthcare innovation ecosystem, driven by pride, curiosity, and a shared vision. It also made me realise that such an initiative needed structure and nurturing if we wanted it to grow instead of fading away.

“At the care fair, everyone was talking about PRoF — even those who hadn’t joined yet wanted in.”

Recognition Beyond Expectations in Open Innovation

A few years later, Prof. Wim Vanhaverbeke, one of the leading scholars in open innovation, warned us that, according to the academic literature at that time, ecosystems like PRoF typically lasted only two years and rarely grew beyond twenty partners. Yet thanks to the collective effort of all involved, PRoF had already lived twice as long and counted more than 45 partners.

By then, the concepts were attracting more than 3,000 visitors each year — most of them professionals actively considering hospital renovations or new builds. For the participating companies, this was more than visibility, it was direct access to potential customers and a constant flow of inspiration for new product development.

This exceptional growth caught international attention. Together with Prof. Vanhaverbeke, we turned PRoF’s story into a Harvard Business School teaching case, so others could learn from it.

“According to Prof. Wim Vanhaverbeke, ecosystems rarely outlive 2 years or exceed 20 partners — PRoF was the exception.”

Celebrating 10 Years of PRoF Collaboration

A full decade later, the PRoF ecosystem was still thriving. We celebrated this milestone with a large, lively event that brought together partners, professionals, and supporters.

The atmosphere was unforgettable: presentations, laughter, shared memories, and above all a collective sense of pride in what had been built together. I was deeply honored to receive the PRoF Award for my role in helping to build and nurture the ecosystem.

“One decade later, the PRoF ecosystem was still alive — we celebrated with all partners at a vibrant anniversary event.”

Key Lessons for Building Innovation Ecosystems

1. Projects can turn into ecosystems

PRoF proved that with the right nurturing, a one-off project can evolve into a living, breathing innovation ecosystem where profit and non-profit partners combine strengths.

2. Pride and curiosity fuel growth

The reaction at the care fair showed how shared pride and curiosity can sustain momentum, attract new partners, and keep collaboration alive long after the initial launch.

3. Ecosystems need structure to survive

As the consortium grew, so did the complexity. We had to establish rules for participation, define partner roles, set up contracts, manage finances, and even discuss legal structures. Innovation ecosystems do not sustain themselves. Smart collaboration requires structure, fairness, and clarity.

Beyond PRoF: Building the Next Ecosystem

PRoF was my first real experience in ecosystem building. It gave me the confidence and know-how to help shape others, such as BioVia and ENT.A, with more initiatives already in the pipeline.

Today, the lessons of PRoF remain an important source of inspiration for the programs of The Collaboration Academy and my Masterclass Win-Win Collaboration, where I guide others in turning projects into sustainable partnerships and ecosystems.

Curious to explore how you can build ecosystems that last? Let’s connect.