The number of companies entering the healthcare market has vastly increased, making it an interdisciplinary arena for many sectors with many companies from other industries seeing new opportunities in the sector and trying to enter it. At the same time consumer behavior is changing as people become more sophisticated in their use of technology and expect greater access to self-help healthcare solutions. In this article the authors provide the background to this underlying change in consumer behavior and examine three cases of new business models implemented to successfully capture the consumer health opportunity. [...]
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