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Rethinking the hospital
  The value of business models for hospitals
         Master thesis Maarten den Braber (m@mdbraber...
What is this presentation about?
                                    • Strategy
                                    • Hosp...
Question: what is important for you?
Running a hospital is a balancing act




             4
Demand-side
                             demographics
                          disease patterns
                       pu...
Zero-sum competition

• No value is created
• Competition is about shifting costs, increasing
 bargaining power and compet...
Reactive behavior is not enough
Field research: 11 interviews - 2 sessions
• Specialized medical care considered core business
• Decisions often supply-driven
• Scale and scope important decision c...
Current literature: boxed solutions



            • Darzi (2007)
            • MacKinnon (2002)
            • McKee & Hea...
Darzi as example: 6 boxed solutions
But “one size does not fit all”
How to build your
specific hospital?
Strategy helps determine direction
Value-based strategy?
Value is defined by attributes



• Viewed from the customer perspective
• Spans the complete process
• Delivered through a...
Value-based strategy requires balance
Outside-in: customer preferences
Inside-out: organizational preferences
Models help solving complex problems
Business model

Customer!          Value!        Market!   Strategic!      Value!    Competitive!      Cost /!       Value...
Value!       Market!   Strategic!   Value!   Competitive!    Cost /!
            proposition!   segment!   position!    ch...
!

    Current value proposition: different?
Value!       Market!   Strategic!   Value!   Competitive!    Cost /!
           proposition!   segment!   position!    cha...
Value!       Market!   Strategic!   Value!   Competitive!    Cost /!
proposition!   segment!   position!    chain!    stra...
Health care value chain
Value!       Market!   Strategic!   Value!   Competitive!    Cost /!
             proposition!   segment!   position!    c...
Value!       Market!   Strategic!   Value!   Competitive!    Cost /!
        proposition!   segment!   position!    chain!...
Quality can be many different things
Value!       Market!   Strategic!   Value!   Competitive!    Cost /!
        proposition!   segment!   position!    chain!...
Business model: strategy building tool
Comprehensive. Coherent. Structured.
Business model and the hospital


• Does it fit? (suitability)
• Will it work? (feasibility)
• Will it be used? (acceptabil...
Suitability: does it fit?

• Makes decision-makers smarter
• Aligns with organizational specifics
• Makes knowledgeable abou...
Feasibility: will it work?
• Not easy moving away from established policies
• Business model helps building and connecting...
Acceptability: will it be used?
• Again: not easy moving away from established policies
• There is willingness to change
•...
Conclusions about the business model

• Business model makes decision makers smarter
• Comprehensive. Coherent. Structured...
Remember this?
With the right tools
We can build this!
!




And now...
Zero-sum competition • No value
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Zero-sum competition

• No value is created
• Competition is about shifting costs, increasing
bargaining power and competition to capture
patients

• Escaping through value-based strategy
Porter & Teisberg (2006)

Publié dans : Santé & Médecine

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