Modelling Business in Healthcare

Abstract

The appeal for new business models is at high level nowadays in all market sectors involving all economic agents. Dealing with classical, non-responsive, bureaucratic structures, traditional organizational arrangements impose delays on management, ineffective control features, and, more critical, limitations to innovate. In this chapter, the authors analyze the proposition for new business models with the consideration of two huge pressuring motivations: to innovate in the healthcare sector and adopt emerging technologies. Both dimensions brought opportune facts for business models development and application, but, with an immense and uncontrolled dynamicity, also produced a confused, turbulent scenario where the academic and scientific knowledge, always demanded, was not developed and communicated efficiently. To address this imperfect scenario, the authors present their reflections around perspectives on building and applying business models supported by emerging technologies for the healthcare sector, offering a background to foster these discussions in further studies and decision-making contexts.