Co-created business models of connected health services
1University of Oulu, Oulu Business School, Department of Management and International Business, Management
|Online Access:||PDF Full Text (PDF, 1.4 MB)|
|Persistent link:|| http://urn.fi/URN:NBN:fi:oulu-201912203385
Oulu : S. Farah,
|Publish Date:|| 2020-01-10
|Thesis type:||Master's thesis
Because of the advancement of technology, healthcare has been developed along with different sectors such as education, entertainment, and business. ‘Connected Health’ term comes for changing the patient-provider relationship by using technology which is also called ‘e-health’. As a developed country like Finland who is the pioneer of e-health has been participating a project called inDemand for the purpose of changing healthcare to provide co-created experience for patients. Their main objective to identify and solve the needs relates to health entities by enhancing the capacity of them and creating opportunity for private organization. This thesis is a part of this project.
This study aims to find out the process for a co-created business model for connected health services. The study concentrates on two parts- business model and co-creation. It deals with different concepts of business model and co-creation, their way of doing along with components and the impact of them in healthcare.
The study has a qualitative nature and it applies the case study method for conducting the research. In this method, empirical data is collected based on semi-structured thematic interviews by face-to-face and Skype. Participants were chosen from those organizations which are the stakeholders of inDemand project for getting overall idea about their way of doing the co-creation process.
The findings of the thesis outline that there should be a combination of components from the business model and co-creation for conducting the process of co-creation of business model. The components are-customers, target customer segments, selling, marketing, and distribution channel activities, value proposition, value creation and extraction, value network and competition, products/services, pricing, cost structure and revenue model, processes, resources and practices, dialogue, access, risk benefits and transparency and shared purpose. In this research, the theoretical contribution confirms the results of the study.
The results can help the case companies to properly blend the components and at the same time, to motivate all stakeholders along with customers or patients to participate in the co-creation process. Future research will continue to identify the process of co-creation over a large population to see the indifferences among every sample.
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