Traditional

Blockbuster

Market

Creator

Secula

r

Grail

Oblig

atio

n

Expl

oite

r

Budg

et

Bust

er

Heal

thca

re

Brok

er

Heal

th

Conc

ierg

eSe

lf Ca

rer

Stat

e Ga

p

Fill

er

Futu

re

Shap

er

Self

Manag

er

Social Demander

Extrinsic Nudger

Risk Manager

Treatment Enabler

Canny

Consumer

Patient

Demander

Consumer

Brand Leader

White

Labeller

Cost Leader

TrustLeader

Frugal Follow

er Fast

Follower

Mender

Midas

Marvel

Methuselah

Speciality Dominator

Value Fracking

Lifecycle Exploiter

Low le

vels o

f

healt

h risk

High

leve

ls of

healt

h risk

Sign

ifica

nt

exist

ing

cond

ition

s

Min

or e

xist

ing

cond

ition

sIn

larg

e m

arke

tsIn

small

m

arke

ts

In lar

ge

markets

In small

markets

In large

markets

In small markets

In large markets In small markets Holistic,

preventative solutions Symptomatic,

corrective

solutions

Holistic,

preventative

solutions

Symptom

atic,

corrective

solutions

Differentiated

value

propositions

Undifferentiated value

propositions

Differentiated value

propositions

Undifferentiated value

propositions

Disc

ontin

uous

singl

e te

chno

logy

inno

vato

rs

Discontinuous

technolo

gy

integrat

ors

Incremental

single technology

innovators

Incremental technology integrators

Poor patients

Middle

class

patients

Poor

patients

Middle

class

patients

Low integration

with customer

High integration

with customer

Low integration with customer

High integration with customer

Patie

nts w

ithou

t

exist

ing co

nditio

ns

Patie

nts

with

exi

stin

g

cond

ition

s

Proa

ctiv

eRe

activ

e

Discontinuous

innovators

Incremental

innovators

Newer technology

Older technology Less demanding

conditions

More demanding

conditions

Patients with existing

conditions

Patients without existing conditions

Mas

s mar

ket

cons

umer

s

Afflu

ent

cons

umer

s

Discon

tinuo

us

innov

ators

Incremental innovators

Technological

innovators in the

government payer

habitat

Technological

innovators in the

patient payer

habitat

Operationally excellent

companies in the

government payer

habitat

Operationally

excellent

companies in the

patient payer

habitat

Customer intimates in the government payer habitat

Cust

omer

intim

ates

in th

e

patie

nt p

ayer

habi

tat

Operationally excellent

Custo

mer

intim

ates

Technological innovators

DARWIN’S MEDICINE:How life science business models are evolving

Image taken from Darwin’s Medicine: How Life Science Business Models are Evolving by Brian D Smith, available on Amazon and www.routledge.com

© Professor Brian D Smith 2017

www.pragmedic.com

Image taken from Darwin’s Medicine: How Life Science Business Models are Evolving by Brian D Smith, available on Amazon and www.routledge.com

© Professor Brian D Smith 2017

DARWIN’S MEDICINE:How life science business models are evolving

www.pragmedic.com