engleski

Evolution Paths of Business Models in Personalized Medicine

A new personalized health care system is emerging, and old roles, rules and positions are changing while new players are taking places. In order to understand new sources of power (and surpluses) it is necessary to map designing elements of an emerging system. Therefore, this paper focuses on detecting alternative designing paths for institutionalization of personalized medicine into health care systems and analyzing possible business models to meet both business, social and ethical challenges of health care systems in the future. Models as conceptual representatives of some complex ideas or systems ; comprised of elements, carry more or less explanatory power. The same holds truth for business models. Essentially, our design of a business model represents a description of (dynamic) power relations that may evolve in the personalized medicine sector. Every system has its own power relations and in time of change old players will struggle to keep system as it is and they will resist to change as long as they have critical mass. The power of actors in the industry sector is based on their influence on designing rules and defining roles for entities (players) within the system. The ultimate aim of the players is in exerting benefits from the structure (system) and preserving or enhancing their position on the market. Actors considered in our design are medicament and pharmaceutical sector, insurance industry, IT industry, education, regulatory institutions, agencies and bodies, NGO-s, etc.

business model, organizational design, personalized medicine

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