Geschäftsmodelle und die Digitalisierung im Gesundheitssektor. Analyse von Geschäftsmodellinnovationen mit dem Business Model Navigator
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Studienarbeit aus dem Jahr 2019 im Fachbereich Gesundheit - Digital Health Management, Note: 2,3, FernUniversität Hagen, Sprache: Deutsch, Abstract: Diese Arbeit bildet den Einfluss der Digitalisierung auf den Gesundheitssektor ab und definiert eine Grundlage für Geschäftsmodellinnovationen. Ein besonders gro er Wert wird daraufgelegt, bereits bestehende Geschäftsmodellinnovationen im Gesundheitssektor aus der Literatur zu identifizieren und diese im Rahmen des Business Model Navigators, zu analysieren. Der Fokus liegt vor allem darin festzustellen, warum es sich bei diesen Geschäftsmodellinnovationen um eine solche handelt. Der Gesundheitssektor gilt als einer der am schnellsten wachsenden Sektoren und ist damit auch mit einer hohen Innovationsdynamik verbunden. Längst spricht man nicht mehr von einem Patienten, sondern einem Kunden, der von sich selbst heraus aktiv wird, zum Teil sogar selbstständig entscheidet, was für ein medizinisches Angebot er nutzen und wahrnehmen möchte. Unternehmen sehen sich daher zwei Problematiken gegenübergestellt: 1. Wie kann ich mich vom Wettbewerb abheben, damit Kunden aktiv mein Angebot wahrnehmen? 2. Wie stelle ich sicher, dass ich nicht durch die Innovationsdynamik meiner Wettbewerber vom Markt verdrängt werde? Eine besondere Herausforderung stellt dabei die hohe Transparenz und zunehmende Homogenität bei Produkten und Dienstleistungen dar, welche bei Erfolg schnell nachgeahmt werden können. In den letzten Jahren rückt der Fokus also immer mehr darauf Geschäftsmodellinnovationen zu entwickeln, um eine Strategie für die Differenzierung im Wettbewerb zu haben.
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