Its a well analysed discussion on the successful business models in the on-demand healthcare sector. It illustrates these facts with live examples from the industry which will help you on your next Uber for Health.

1. Juggernaut
7 Business Models that are
Reshaping
Healthcare Marketplaces

2. 1
When I first saw this collection of words puddled together, I found myself
wondering if any of this would make more sense if the arrows were
directed? Only when I googled it, did I come to know that this was a hassle
map.
From what I’ve understood, hassle maps are word clouds trying to map all
existing challenges that impede a better customer experience in any
industry. Above is a description of the problems that an average customer
faces in making health care choices while s/he is already paying a
whopping 60% of these expenses out of pocket! And this is barely the tip!

3. 2
And this is barely the tip! As you keep reading, you’ll soon have an
epiphany; the same I had – healthcare landscape is set on the path to epic
transformations; a paradigm change precipitating at an accelerating pace
aided by big data, e-commerce revolution and a transition into sharing
economy. This change, this web of ideas thrown in disarray above, is a
euphemism of the enormity of a challenge that belies the rapid evolution of
this industry.
Fortunately, sharing economy has
helped ease this transformation, by
unlocking the assets of economy
for sharing rather than ownership,
and allowing excess to be
distributed among the bourgeoisie
a t re a s o n a b l e c o s t s . W i t h
transportation and retail having
seen their day, now, it is the turn of
a segment, so far overlooked by
governments & dominated by
private players – healthcare.
Healthcare was once a single-chain, supply side, wholesale industry; but
now, it is edging towards becoming a hyper-competitive, multi chain &
demand driven industry, one that is location-independent & information
based. The consumerism in this space is bound to explode, through
smartphones and mobile apps, into a new, $20 billion market.

4. 3
The visible fatigue among
patients for one-size fits all,
months of waiting, gaps in
information, lack of transparency
& absence of crowdsourcing
portals like Yelp in healthcare
industry will soon materialize into
a $1 trillion market in US alone.
Let us probe how the technology
enabling these on-demand and
marketplace business models
can reinvent an entirely new
supply paradigm, one which
trades information rather than
building assets, in order to scale.

5. 4
Let us define what is an on demand economy. In the words of Shervin
Pishevar & Scott Stanford, Co-founders & Managing Partners, Sherpa
Ventures, the on demand economy is the ‘Instant, pervasive access to
goods and services, tailored to individual needs, often without the burden of
long-term ownership or commitment’.
The landscape is fast changing to accommodate this philosophy & the
needs for personalization & instant gratification among consumers; the
biggest hurdles being the incumbent players, who want to maintain status
quo without addressing the Triple Aim – reducing cost, improving
outcomes and improving patient experience.
Let us establish some context and try to explore what spurred this change.
An ideal framework to map this change, during the course of nearly a
decade, could be drawn if we address the following five touch points in the
health care cycle of a typical customer.
On Demand Health models

6. 5
Personalized Health Solutions
Consumers expect health care services customized to suit their needs,
health history & scores of other personal attributes.
Information on Request
Appropriate access to health knowledge is vital for the management of
individual health.
Patient Experience Benchmarks
Health systems are beginning to embrace more patient–centric metrics of
care, by focusing on treatment outcomes.

7. 6
Care-anywhere networks
Technology will reduce the utilisation of hospitals, nursing homes, and
physician office visits. Wherever they go, the care network shall follow!
Telehealth
Through collaboration and investment, a grid of technicians, clinicians,
hospitals & doctors would be able to offer consultations remotely.
To understand this framework in relevance with the on demand economy
now taking roots in healthcare industry, let’s take a look at the possible
business models, and the constituent layers of interaction.
These possibilities together contribute towards the creation of this new
ecosystem which shall change the healthcare landscape for good, in favor
of consumers.
Keeping in view the above model, here’s a detailed analysis of the
respective models explained along with corresponding developments in the
on demand health care economy.

8. 7
On Demand On Site
Medicast is a healthcare technology service that
connects patients with nearby on-call doctors 24
hours a day, to deliver high quality,
compassionate care in the comfort of a patient’s
own home, office, or hotel and all with the click of
a button.
This startup, a doctor on demand service for in
house visits, has so far received a funding of $1.9
million in 2 rounds from 12 investors.Only
physicians are available for call, and the user, like
other mainstream on demand services, cannot
choose the doctor.
Telehealth
Teladoc is a telehealth service provider, trying to
provide quality and affordable healthcare for
adults & children with its workforce of vetted
physicians. Founded in 2002, the company has
raised $75 million in 4 rounds from 7 investors.
Telehealth programs have a huge potential to
save consumers time and money, while easing
the burden of the healthcare system which is
increasingly falling short of enough doctors to
meet the needs of patients.
This remote doctor-patient consultation business
model can be leveraged to reduce the waiting
room times for first order health disorders, most
of which can be sorted by a mere consultation
with a physician.

9. 8
On Demand Medical Transport
Stat is a web and mobile application that helps
providers and payers speed patient transport and
lower costs by matching and dispatching idle
transportation resources.
Aptly called uber for medical transport, this
startup has received undisclosed funding from an
investor, and is working tirelessly in reducing the
average response time of ambulances’
deployment.
To qualify an industry for its ability to thrive as an
‘uber for’ business, we used the Mike Ghaffery’s
framework, as discussed in our previous post
here . Following are the three pillars of his
philosophy –
• Standardization of service,
• Standardization of price &
• Ensuring speedy delivery of said good/service.
In each of the example above, the companies have hired third parties for
vetting or hiring and training to standardize services across the industry.
Prices in this industry are fast changing to reflect the intended causality –
that of market forces tending to a perfect competition, a consequence of
reverse auction phenomenon. This leads to standardization of prices in
long run. At last, speed of delivery is one area, where the first head start for
their business operations happened! As these startups scale, time taken in
delivery of said service would reach an industry wide equilibrium.
Take Teladoc for instance. They have more than 5 million members, and yet
have an average response time of 22 minutes.

10. 9
To me, it seems that the long due consumer empowerment has finally
arrived in the healthcare industry , though 15 years later than others. In
2014 itself, as many as 85 million consumers with $600 billion in
purchasing power may be shopping for their own health care, and in the
process, transforming the status quo in favor of a better future.
With the industry boundaries fast blurring and newer entrants making
ground-breaking innovations, health care industry has become ripe for
disruption, and that incumbents must watch their step, for the change
would neither be linear, nor gradual and the turbulence bound to ensue shall
consolidate this market in the favor of those who’ve learnt from similar
precedents in other industries.

11. 10
When businesses must have first started adapting to this reform, they
might have never imagined the sheer velocity and prowess of this change. It
was a wave. One, which enabled the disaggregation of physical assets in
space and time, creating digital platforms that make these components –
service, goods or information – amenable to pricing, matching, and
exchange.
Marketplace Models
The sharing economy revolution in healthcare delivery, coupled with a
monumental shift in focus from volume to value has eroded traditional
models, empowered individuals and democratized entrepreneurship to
enable crowdsourcing of information, individual skills or assets. This sums
up to create an ecosystem conducive to creation of such marketplaces at a
rapid pace.

12. 11
Some of the existing enterprises which fit this definition can be explored
here –
Doctors/Clinicians – Hospitals Marketplace
Health Gorilla™ is an online healthcare
marketplace to connect all doctors and clinicians
with over 9,000+ diagnostic labs and 35,000+
radiology centers. Founded by Steven Yaskin, this
startup has raised $2 million in 2 rounds from 9
investors.
This emancipation has led to reduced prices for
hiring, which in turn has helped the bottom line of
healthcare enterprises, and would, in long run
enable flow of these profits to the bottom of
pyramid.
Medical Devices – Hospitals Marketplace
Cohealo is an asset mobilization and analytics
platform for the healthcare industry. They help
hospitals use their non-emergency medical
equipment more efficiently and save money on
their future equipment purchases. Founded by
Mark Slaughter, this company has raised $17
million in 7 rounds from 3 investors, and holds a
promising position when you rope in Big Data,
and the combined possibilities for improved IT
infrastructure of hospitals and public health.

13. 12
Crowdsourced Safety Net
HelpAround is a help search engine that provides
a crowdsourced, human “safety-net” for people
who battle difficult life circumstances (e.g. a
chronic condition, demented parent). The
HelpAround crawler discovers relevant peers on
the web, Twitter, Google Plus, etc, and creates a
virtual “peer support network”, and makes them
available via the HelpAround App for requests,
advice, and emergencies. Founded by Shlomi
Aflalo & Yishai Knobel, this company has raised
$550 thousand in 1 round from 4 investors.
These marketplaces, work on the principle of reverse auction, a method
which enables buyers to be sought by the sellers, thus resulting in reduced
purchasing cost, increased market efficiency and access to a larger
supplier base.

14. 13
They operate and inhabit the paradigm of sharing economy village, wherein,
the market forces drive a more personalized, accessible, and a valuable
customer experience.
The core factors which must be done right to enable this experience for the
customer and create this shift are – trust, collaboration & geographic
proximity.
Of all things, trust factor or review layer is one thing which must be done
right for people to get onboard for the want of authenticity and early
adoption.
These marketplaces have enabled a review/trust layer, a payment module, a
deployment algorithm which aligns with the goal of geographic proximity,
along with an ability for consumers to take part in this sharing exercise on
their own terms, a reason why this model has bode well with the fast
changing ideals of our society.
Similarly, the curation models have come to play a crucial role in informing
the decisions of the common man about their day to day health care
issues.

15. 14
These business portals thrive on the singular idea of trust – a reason for
accelerated transformation of our economy. With businesses capable of
sourcing trust from both sides of the market, they have made a newer
degree of freedom possible, one which is powering this consumerization.
The ‘trust’ we’re talking about has now come to be measured in terms of
reviews, ratings or recommendations from peers or other third party
verification agencies.
One such successful model is Sharecare. Here, review or trust layer takes
the center stage since information from trusted peers only is deemed
worthy of action by users.
Shown in the left is a snapshot of how Shervin & Scott put the evolution of
‘our global village’ when on demand economy brings it to scale.
Curation Models

16. 15
At Juggernaut, we strongly believe in investing ahead of where the market
is today.
Which is to say, many people still don’t know if they need all services on the
tap of a button, personalized doses of medicine or a health advice
customized to suit their medical history, because they think all of this
would mean fuss, friction and expense. But if you use our technology and
make something fast and easy, consumers will come to appreciate it — and
maybe even pay for it. So the upfront investment is worth it!
For the same reasons, we’re creating an ecosystem wherein people can
create on-demand businesses or perhaps their own marketplaces, and help
create a better world, one wherein people share more.
If you are planning to start something or looking for a technology partner
for a solution that you are already working on, do get in touch and we’d be
happy to assist you.