Corette Arts-Posthoorn, Delft Univeristy of Technology, Delft, Netherlands Trine Gedde, Delft University of Technology, Delft, Netherlands Lianne Simonse*, Delft University of Technology, Delft, Netherlands Track: Research Presentation Topic: Business modelling in eHealth Presentation Type: Poster presentation Submission Type: Single Presentation Last modified: 2014-11-03

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Background: “The exercise of designing new business models is closer to an art than to a science” (Casadesus-Masanell & Ricart, 2010). Few approaches have appealed more to the abilities of strategic designers to contribute with “modelling, experimentation, prototyping and discovery” of business model innovation. However, artefact examples of business models are hard to find and there is a lack of modelling approaches. In our research program we apply design thinking in a discovery-driven approach in which new insights are created by engaging in significant experimentation and learning (Simonse, 2014). We have developed a visual business modelling toolkit to design a business model (Meeuwen, Walt-Meijer and Simonse, 2014 – In press JMIR Protocols).
Objective: In order to design a new care model, we analyse the network context and construction of the eHealth 2.0 service in-depth, framing the essential elements of value exchange embedded in the 2.0 application design and then design a new care model that structures value exchange innovation in 2.0 services together with the actors involved.
Method: Visual data is collected using the toolkit designed to co-create and visualize the actor perspective on the business model. The co-created models are transcribed in value transactions and clustered as input for a new business model desgn.
Results: Guided by the business modeling toolkit, the care model design artifact is visualized in the context of an online PRE care service.
Conclusions: Important building blocks include: provision of an online flow of information with regular interactions to the client stimulates self-management of personal health and service-dedicated health expert ensure an increase of the perceived quality of the eHealth service.