From business plan to value creation
: a strategic B2B marketing plan for a start-up in the digital health care market

  • Alexander Burgmayr (Student)

Student thesis: Master's Thesis


The digital health market is becoming increasingly important and is driven by the currentCOVID-19 pandemic. Despite the increasing importance of the market, the existing literature does not sufficiently cover direct marketing applications. The dissertation therefore directly addresses this research gap and is intended to demonstrate how concrete B2B marketing strategies can be designed for the digital health market. To illustrate this kind of marketing plan, the Portuguese start-up Mentora Health served as an example. Based on a comprehensive situation analysis, a positioning strategy was derived and captured in a B2B marketing mix. By adopting a mixed research approach, empirical qualitative and quantitative results could be combined with existing findings from corresponding literature. Thus, results from various expert interviews and a survey were formulated into specific marketing strategies. The dissertation illustrates the entire journey of a startup from business plan towards value creation and provides deep insights into the Portuguese hospital market.
Date of Award30 Apr 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoão Cotter Salvado (Supervisor)


  • B2B strategy
  • Strategic marketing
  • Digital health
  • SWOT-analysis
  • Porter’s five forces
  • Value proposition canvas
  • Segmentation
  • Targeting
  • Positioning
  • Marketing mix
  • Van Westendorp’s price sensitivity meter


  • Mestrado em Gestão e Administração de Empresas

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