Digital Therapeutics Solution and Business Model Creation : Multiple-case study through VISOR Lens
Vilponen, Johanna (2019)
Åbo Akademi
2019
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2019111738447
https://urn.fi/URN:NBN:fi-fe2019111738447
Tiivistelmä
The demographic changes in societies are pressurizing governments to offer high quality health care with reduced costs. Digital solutions and technologies can provide cost-effectiveness, increased accessibility, and personalized treatment. However, the novelty of such solutions results in uncertainty of business models and market access. This thesis contributes in finding feasible business model for a client company that is developing a digital therapeutics solution. For supporting the business model decisions, business environment scanning is essential. The characteristics of existing digital therapeutics companies’ business models provide vital information regarding the business model creation.
This thesis covers companies internationally owing to global markets of client company and case companies. The chosen research methodology includes a multiple-case study and in-depth interviewees through VISOR framework about the most important characteristics of a business model in the digital therapeutics companies. 5 case companies’ business models were researched and analysed through comparison. 8 in-depth interviewees were conducted, and 4 additional written responses were received for gaining stakeholder perceptions about the important characteristics of the business model. Finally, a suggestion for a business model was created based on the analysed results and taking into consideration the most feasible characteristics.
Digitalization can provide solution for current needs in health care such as personalization, cost-effective treatment, and easy accessibility. The gathered health data contributes in transparent and better-quality health care. Because medical professionals remain as essential actors in recommending and delivering the digital solution to patients, they need to be convinced through clinical trials that support the effectiveness of such solutions. The challenges regarding the legal, regulatory, pricing, and cost-related aspects were recognized by the stakeholders as well as supported by the literature. The developed business model does not provide straightforward solutions, but rather supports in decision-making processes when the feasibility between several options are considered. A feasible business model is dependent on various factors, such as the chosen technical solution, demographic location of the company, capabilities, and partnerships. However, eventually everything comes to the customer, and their willingness to adopt, use, and pay.
This thesis covers companies internationally owing to global markets of client company and case companies. The chosen research methodology includes a multiple-case study and in-depth interviewees through VISOR framework about the most important characteristics of a business model in the digital therapeutics companies. 5 case companies’ business models were researched and analysed through comparison. 8 in-depth interviewees were conducted, and 4 additional written responses were received for gaining stakeholder perceptions about the important characteristics of the business model. Finally, a suggestion for a business model was created based on the analysed results and taking into consideration the most feasible characteristics.
Digitalization can provide solution for current needs in health care such as personalization, cost-effective treatment, and easy accessibility. The gathered health data contributes in transparent and better-quality health care. Because medical professionals remain as essential actors in recommending and delivering the digital solution to patients, they need to be convinced through clinical trials that support the effectiveness of such solutions. The challenges regarding the legal, regulatory, pricing, and cost-related aspects were recognized by the stakeholders as well as supported by the literature. The developed business model does not provide straightforward solutions, but rather supports in decision-making processes when the feasibility between several options are considered. A feasible business model is dependent on various factors, such as the chosen technical solution, demographic location of the company, capabilities, and partnerships. However, eventually everything comes to the customer, and their willingness to adopt, use, and pay.