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The challenges of entering non-platformized sectors

Digital platforms have revolutionized many industries, but breaking into sectors that are not yet platformized, like healthcare, presents unique challenges. The study focused on Sweden's primary healthcare sector, where digital health platforms, known as netdoctors, emerged between 2013 and 2020. These platforms aimed to provide remote medical consultations and services in a system primarily funded by taxes and characterized by stringent regulations and complex stakeholder interactions.

How digital health platforms aim to reshape healthcare

The purpose of the research was to understand how new digital health platforms design and continuously adapt their business models to gain legitimacy and acceptance. The researchers analyzed how these platforms navigated the highly regulated healthcare environment, addressing concerns from various stakeholders including patients, healthcare professionals, and regulatory bodies. The study highlighted the iterative process of business model redesign in response to legitimacy debates.

"One of the main challenges we faced was proving that our online consultations were as effective as traditional face-to-face meetings," said lead researcher Anna Essén, Associate Professor at the House of Innovation (HOI). "We had to continuously adapt our business model to address these concerns and demonstrate our value."

Key research findings

• Service feasibility and relevance: The platforms initially faced skepticism about the feasibility and relevance of online medical consultations. They responded by focusing on addressing non-acute healthcare needs and demonstrating the convenience and efficiency of remote consultations.
• Medical quality and data security: Concerns about the quality of online diagnoses and the security of patient data were significant. The platforms invested in transaction monitoring, enhanced data security measures, and transparent reporting to build trust.
• Integration and continuity of care: As they expanded, the platforms had to prove they could offer integrated and continuous care. This involved establishing physical centers to complement their digital services and investing in technologies that allowed seamless care coordination.

The future of digital health platforms

The study's findings underscore the importance of continuous adaptation and responsiveness to legitimacy concerns in gaining acceptance for digital health platforms. Future research could explore the long-term impacts of these platforms on healthcare delivery and patient outcomes, as well as how they can be further integrated into traditional healthcare systems.

"This research shows that digital health platforms can significantly improve access to healthcare, but they must navigate complex regulatory environments and build trust with stakeholders," noted Johan Frishammar, Affiliated Research Fellow at HOI. "Our work highlights the need for ongoing innovation and adaptation in this field."

This research provides valuable insights into the dynamic process of introducing digital innovations into traditional, regulated sectors, highlighting the importance of legitimacy and continuous adaptation in achieving success.

Meet the researchers

• Anna Essen: House of Innovation, Stockholm School of Economics
• Johan Frishammar: Entrepreneurship & Innovation, Luleå University of Technology; Associated Research Fellow at House of Innovation, Stockholm School of Economics
• Javier Cenamor: Lund University, Department of Business Administration/CIRCLE