dinsdag 19 juli 2016

4 verdienmodellen voor zorg-platformen

Deze blog is grotendeels in het Engels. Eind vorig jaar kreeg ik van Maurits Kreijveld zijn in 2014 bij het Rathenau-instituut gepubliceerde De kracht van Platformen. Een goed boek, dat ik eindelijk aan het uitlezen ben. Voor ons project Richfields maakte ik een notitie, die ik van de interne tool Basecamp maar even kopieer. The book has an interesting chapter on platforms in care and health. The author sees four business models (assuming that advertising is not favoured by consumers using the platform):
1. Direct to consumer: consumers pay for apps or the platform. Especially if the care is close to comfort this may work. Sometime the guilty-$-model works: parents of small children or children with elderly parents are afraid to provide not enough care and are willing to pay for a service / app / platform
2. Coupling: care applications can be linked to a larger contract, e.g. the service payments for housing for the elderly. Or to an insurance contract
3. White label model: the product is sold under the brand of another service. An example are sport schools / training facilities that sell a cervice including measuring of sleep (or in our case: food intake). The sport facility is then the client.
4. Data as a business model: the data gathered in the platform is aggregated and sold to companies or research institutes who get insights in consumer behaviour. A good example is the USA platform PatientsLikeMe: free for patients who can get in contact with each other (social media), exchange experiences, find buddies etc. Pharmaceutical companies and tech companies (like Philips Medical etc) pay. The first experiences learn that insights that come from these big data sets are an important addition to the time consuming clinical trials that are organised with much smaller groups of patients, the author writes (page 111).
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