The impact of co-creation on a digital health start up’s business model : a case study in the healthcare context
1University of Oulu, Oulu Business School, Department of Marketing, Marketing
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The purpose of this qualitative case study is to understand the impact of co-creation on a digital health startup’s business model in the context of healthcare. The research objective of the study is to examine the form of co-creation and business models within the two chosen digital health startups and specifically how co-creation progresses in them. The main research question is to examine how co-creation impacts a digital health startup’s business model. Theoretically, the impact of co-creation on a startup’s business model is evaluated through the features of co-creation and the nine elements of Business Model Canvas (BMC). The background of the review consists of the constant change of markets and customers’ needs as well as the context of healthcare. The aim of the study is to provide information about the central criteria of co-creation with which we can evaluate the impact of it on the digital health startup’s business model. The data will be collected through a semi-structured theme interview from the personnel of two chosen startup businesses (n=4) and data will be analysed through content analysis. According to the findings of the research, co-creation is vital for startups in the context of digital healthcare. The biggest impact of co-creation is that it aids the startup to get into the hospital environment and helps it to understand the environment in which the services are used in. Getting into the hospital environment enables the companies to produce products that fit the customers’ needs, helps them to reach the target market and aids in selling the product, boosts their credibility and engages the customers. The findings point out that co-creation has a positive impact on the elements of BMC. The only element of BMC with a negative impact is revenue streams. In addition, the central criteria that can evaluate the impact of co-creation on a digital health startup’s business model was identified. The criteria showcased special features of a digital health startup. This study increases information regarding co-creation in the context of healthcare for different stakeholders involved. The findings can be used to increase the functionality of co-creation and when evaluating the impact of co-creation on a digital health startup’s business model.
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