Thesis EVALUACIÓN DE UNA OPORTUNIDAD DE NEGOCIO EN LA IMPLEMENTACIÓN DE UNA APLICACIÓN MÓVIL PARA ATENCIÓN PRIMARIA DE SALUD A DOMICILIO
Date
2018
Authors
SUAZO GATICA, CESIA YOHANA
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Abstract
El presente trabajo tiene como objetivo evaluar una oportunidad de negocios detectada para un proyecto que busca conectar a profesionales de la salud con personas que demanden prestaciones de Atención Primaria de Salud en sus domicilios. Esto a través de la implementación de aplicaciones móviles destinada a cada uno de estos grupos.En el contexto anterior, la metodología empleada involucró un proceso de revisión de distintas fuentes bibliográficas para el análisis del sector de la salud, del sector de las Tecnologías de la Información y Comunicación (TIC) en Chile, además de un estudio conceptual sobre modelos de negocios y una investigación de campo consistente en la aplicación de entrevistas en profundidad a profesionales del área de la salud y a personas que podrían demandar estos servicios en sus domicilios. Para luego, con los resultados de los procedimientos previos, proponer un modelo de negocios para el proyecto y evaluarlo económicamente.La evaluación económica considero un horizonte de evaluación de 5 años, una tasa de descuento dada por el modelo CAPM del 7,09%. Además, estos parámetros son aplicados a dos propuestas de comercialización, denominadas como modelo Freemium, donde algunos profesionales de la salud pagan una suscripción mensual de $10.000 CLP +IVA, y el modelo de cobro de un porcentaje por prestación, donde todos los profesionales pagan un 5% de comisión por cada prestación realizada. Luego, los resultados muestran altos niveles de rentabilidad, con un Payback al segundo año, un VAN de 242.295,27 UF y de 148.188,51 UF, para el modelo de cobro de un porcentaje por prestación y el modelo Freemium respectivamente.Los resultados obtenidos permitieron determinar que el proyecto es viable económicamente, sin embargo, se reconocen un conjunto de riesgos críticos que son propios de este tipo de modelos de negocios multiplataforma, tales como: el número de suscriptores, el número de prestaciones y la tasa de crecimiento anual de los valores anteriores. Riesgos que deben ser controlados, mediante una propuesta de valor sólida que sea percibida por los clientes y usuarios de las aplicaciones móviles bHealth.
The following document has as objective to evaluate a business opportunity identified in a project that aimed to contact healthcare professionals with patients of Primary Healthcare at their homes. This opportunity was based in the implementation of mobile applications that targeted both groups of people.Under this context, the methodology used involved a revision process of the state of the art in order to analysis the healthcare sector, and information and communication technologies. Moreover, a conceptual study of the business models and a field investigation were conducted. This later consisted of applying extensive interviews to healthcare professionals and prospective patients who eventually might need healthcare at their homes. Once the results were obtained, we proposed a business model for this project and performed a economic evaluation.The economic evaluation considered an timeline of 5 years, a discount rate of 7.09% which was provided by the CAPM model. Moreover, these parameters were applied to two comersalization proposals. In the first one, named Freemium model, healthcare professionals must pay a monthly fee of 10,000 CLP +VAT. The second one, in contrast, each professional paid a percentage (5%) of the overall price. The results show high levels of profitability for both models, with a payback at the second year, and a VNA of 242,295.27 UF and 148,188.51 UF for the percentage-based model and Freemium model respectively.The results obtained allowed us to determine that the proposed project is economically viable. However, there are a couple of critical risks that are innate in this type of multi-platform business model, such as the number of subscriptions, number of benefits and the annual growth rate of these metrics. Such risks must be controlled, using a solid proposal that is perceived by the customers and users of the bHealth mobile applications.
The following document has as objective to evaluate a business opportunity identified in a project that aimed to contact healthcare professionals with patients of Primary Healthcare at their homes. This opportunity was based in the implementation of mobile applications that targeted both groups of people.Under this context, the methodology used involved a revision process of the state of the art in order to analysis the healthcare sector, and information and communication technologies. Moreover, a conceptual study of the business models and a field investigation were conducted. This later consisted of applying extensive interviews to healthcare professionals and prospective patients who eventually might need healthcare at their homes. Once the results were obtained, we proposed a business model for this project and performed a economic evaluation.The economic evaluation considered an timeline of 5 years, a discount rate of 7.09% which was provided by the CAPM model. Moreover, these parameters were applied to two comersalization proposals. In the first one, named Freemium model, healthcare professionals must pay a monthly fee of 10,000 CLP +VAT. The second one, in contrast, each professional paid a percentage (5%) of the overall price. The results show high levels of profitability for both models, with a payback at the second year, and a VNA of 242,295.27 UF and 148,188.51 UF for the percentage-based model and Freemium model respectively.The results obtained allowed us to determine that the proposed project is economically viable. However, there are a couple of critical risks that are innate in this type of multi-platform business model, such as the number of subscriptions, number of benefits and the annual growth rate of these metrics. Such risks must be controlled, using a solid proposal that is perceived by the customers and users of the bHealth mobile applications.
Description
Catalogado desde la version PDF de la tesis.
Keywords
APLICACION MOVIL , BHEALTH , MULTIPLATAFORMA , SALUD A DOMICILIO
