Service Design for Hybrid Market Constellations in Healthcare—From VUCA 2 VUCAR

Christoph Rasche () and Nataliia Brehmer ()
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Christoph Rasche: Universität Potsdam
Nataliia Brehmer: Universität Potsdam

Chapter Chapter 2 in Service Design Practices for Healthcare Innovation, 2022, pp 23-38 from Springer

Abstract: Abstract The service design in healthcare is anything but trivial, because of the co-alignment of corporate commercial activities (CCAs) and corporate political activities (CPAs). Healthcare systems are highly regulated due to trust-based services that are generated on behalf of multiple stakeholders. Occasionally, patients adopt the role of customers of free choice. However, they adopt the role of needy cases in other constellations such as emergency rooms and acute areas. In a nutshell, the healthcare industry resembles a pattern of heterogeneous services and business models ranging from commercial target group capitalization to social welfare services on behalf of patients, public institutions, and vested political interests. The service design for non-market constellations hinges on hybrid capabilities and corresponding strategies. The latter represents far more than the sum of CCAs and CPAs but incorporate a logical self-propelling stamina. In a similar vein, supra-additivity reflects a logic of synergistic and exponential benefit when taking advantage of complementary assets. Contrarily, textbook economics service design in healthcare is a rather “septic” issue because of strong non-market forces influencing and driving the market forces. This is especially valid for up-and-coming healthcare platforms and health-tech firms entering the arena of artificial intelligence (AI)-based services that may get in conflict with political, societal, and moral issues.

Date: 2022
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DOI: 10.1007/978-3-030-87273-1_2

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