Sales management for mobile health applications

: a distribution channel validation for the implementation of a digital physiotherapeutic solution in the german health market

Abstract

Annual healthcare costs are growing continuously, causing significant concern for global econ-omies. The development of digital health solutions has revolutionized healthcare markets and is creating new opportunities for cost-effective patient care. With the new digital health act, the German Ministry of Health opens a wide range of possibilities for introducing digital innova-tions in the German healthcare system. However, by introducing disruptive innovations in a highly regulated and complex structured market, product implementation is a critical phase for mHealth startups. Despite high failure rates in the early stage phase of mHealth startups, there is a lack of research about essential factors for successful market implementation. This thesis investigates relevant performance factors for distribution channel partnerships (CPs) as a rec-ommended market entry approach for mHealth startups in the early stage phase. The field of digital therapeutics was subjected to investigate relevant CP segments and 11 key performance factors which drive CP success. Extensive literature research and interviews with industry ex-perts were conducted. In collaboration with a digital therapeutic solution (DPS) startup (host company), identified performance factors were applied to validate CP potential by interviewing physiotherapists as a prior CP segment for DPSs. The findings reveal that physiotherapists are a high potential distribution channel partner for a market entry of DPS. However, DPS provid-ers need to pay special attention to political and inter-organizational channel performance fac-tors. Industry-specific threats like a slow digitalization process and a low willingness to pay for digital health solutions must be considered for further analysis regarding additional distribution channels.

Date of Award	29 Jun 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Cotter Salvado (Supervisor) & Rute Xavier (Co-Supervisor)