PDF Business Models - Iftf

RETHINKING

BUSINESS

MODELS

IN THE GLOBAL HEALTH ECONOMY:

A TOOLKIT FOR INNOVATION

Health Horizons Program August 2007 | SR-1038

124 University Avnue, 2nd Floor Palo Alto, California 94301 650.854.6322

About the ...

institute for the future The Institute for the Future is an independent, nonprofit strategic research group with nearly 40 years of forecasting experience. The core of our work is identifying emerging trends and discontinuities that will transform global society and the global marketplace. We provide our members with insights into business strategy, design process, innovation, and social dilemmas. Our research generates the foresight needed to create insights that lead to action. Our research spans a broad territory of deeply transformative trends, from health and health care to technology, the workplace, and human identity. The Institute for the Future is based in Palo Alto, California.

health horizons program The Health Horizons Program draws from a deep understanding of health care delivery, consumer behavior, health technologies, and societal forces to identify the important emerging trends and discontinuities in the broad health industry landscape. Then, through strategic forecasting, we help make sense of what these mean for health-related companies over the next three to ten years.

Acknowledgments Authors: Research Editor: Art Direction and Design:

Jody Ranck, Rod Falcon, and David Kaisel Vivian Distler Jean Hagan and Robin Bogott

? 2007 Institute for the Future. All rights reserved. All brands and trademarks remain the property of their respective owners. This report is proprietary for Health Horizons Program members. Reproduction is prohibited without written permission.

Contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1. What Is the Global Health Economy? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2. The Elements of a Business Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 3. Innovation Spaces in the Global Health Economy . . . . . . . . . . . . . . . . . . . . . . . . . 19 4. Forecast: The Toolkit in Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Conclusion: All About Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Endnotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45

rethinking business models in the global health economy

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Introduction

Health costs continue to skyrocket in industrialized countries. Populations

are living longer and are subject to a greater number of chronic conditions such as obesity, heart disease, and diabetes. More people are considering the ethical implications of a consumer-based global economy in general (think of global warming and other ecological disasters) and scientific advances in biotechnology in particular (think of the debates on genetically modified foods and cloning). The intellectual property (IP) paradigm of innovation, especially in biotechnology and pharmaceuticals, is failing global health (think of the response to AIDS in Africa).

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