From business plan to value creation : a strategic B2B marketing plan for a start-up in the digital health care market
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/35351 |
Resumo: | The digital health market is becoming increasingly important and is driven by the current COVID-19 pandemic. Despite the increasing importance of the market, the existing literature does not sufficiently cover direct marketing applications. The dissertation therefore directly addresses this research gap and is intended to demonstrate how concrete B2B marketing strategies can be designed for the digital health market. To illustrate this kind of marketing plan, the Portuguese start-up Mentora Health served as an example. Based on a comprehensive situation analysis, a positioning strategy was derived and captured in a B2B marketing mix. By adopting a mixed research approach, empirical qualitative and quantitative results could be combined with existing findings from corresponding literature. Thus, results from various expert interviews and a survey were formulated into specific marketing strategies. The dissertation illustrates the entire journey of a startup from business plan towards value creation and provides deep insights into the Portuguese hospital market. |
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From business plan to value creation : a strategic B2B marketing plan for a start-up in the digital health care marketB2B strategyStrategic marketingDigital healthSWOT-analysisPorter’s five forcesValue proposition canvasSegmentationTargetingPositioningMarketing mixVan Westendorp’s price sensitivity meterEstratégia B2BMarketing estratégicoSaúde digitalAnálises SWOTCinco forças de PorterTela de proposta de valorSegmentaçãoAlvoPosicionamentoMedidor de sensibilidade de preços da Van WestendorpDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe digital health market is becoming increasingly important and is driven by the current COVID-19 pandemic. Despite the increasing importance of the market, the existing literature does not sufficiently cover direct marketing applications. The dissertation therefore directly addresses this research gap and is intended to demonstrate how concrete B2B marketing strategies can be designed for the digital health market. To illustrate this kind of marketing plan, the Portuguese start-up Mentora Health served as an example. Based on a comprehensive situation analysis, a positioning strategy was derived and captured in a B2B marketing mix. By adopting a mixed research approach, empirical qualitative and quantitative results could be combined with existing findings from corresponding literature. Thus, results from various expert interviews and a survey were formulated into specific marketing strategies. The dissertation illustrates the entire journey of a startup from business plan towards value creation and provides deep insights into the Portuguese hospital market.O mercado da saúde digital está a tornar-se cada vez mais importante e é impulsionado pela actual pandemia da COVID-19. Apesar da crescente importância do mercado, a literatura existente não cobre suficientemente as aplicações de marketing directo. Por conseguinte, a dissertação aborda directamente esta lacuna de investigação e destina-se a demonstrar como estratégias concretas de marketing B2B podem ser concebidas para o mercado digital da saúde. Para ilustrar este tipo de plano de marketing, a Mentora Health, empresa portuguesa em fase de arranque, serviu de exemplo. Com base numa análise abrangente da situação, uma estratégia de posicionamento foi derivada e capturada numa mistura de marketing B2B. Adoptando uma abordagem de investigação mista, os resultados empíricos qualitativos e quantitativos poderiam ser combinados com os resultados existentes da literatura correspondente. Assim, os resultados de várias entrevistas de peritos e de um inquérito foram formulados em estratégias de marketing específicas. A dissertação ilustra todo o percurso de um arranque, desde o plano de negócios até à criação de valor e fornece uma visão profunda do mercado hospitalar português.Salvado, João CotterVeritati - Repositório Institucional da Universidade Católica PortuguesaBurgmayr, Alexander2021-09-30T14:07:07Z2021-04-302021-042021-04-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/35351TID:202728447enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:40:51Zoai:repositorio.ucp.pt:10400.14/35351Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:28:42.428687Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
From business plan to value creation : a strategic B2B marketing plan for a start-up in the digital health care market |
title |
From business plan to value creation : a strategic B2B marketing plan for a start-up in the digital health care market |
spellingShingle |
From business plan to value creation : a strategic B2B marketing plan for a start-up in the digital health care market Burgmayr, Alexander B2B strategy Strategic marketing Digital health SWOT-analysis Porter’s five forces Value proposition canvas Segmentation Targeting Positioning Marketing mix Van Westendorp’s price sensitivity meter Estratégia B2B Marketing estratégico Saúde digital Análises SWOT Cinco forças de Porter Tela de proposta de valor Segmentação Alvo Posicionamento Medidor de sensibilidade de preços da Van Westendorp Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
From business plan to value creation : a strategic B2B marketing plan for a start-up in the digital health care market |
title_full |
From business plan to value creation : a strategic B2B marketing plan for a start-up in the digital health care market |
title_fullStr |
From business plan to value creation : a strategic B2B marketing plan for a start-up in the digital health care market |
title_full_unstemmed |
From business plan to value creation : a strategic B2B marketing plan for a start-up in the digital health care market |
title_sort |
From business plan to value creation : a strategic B2B marketing plan for a start-up in the digital health care market |
author |
Burgmayr, Alexander |
author_facet |
Burgmayr, Alexander |
author_role |
author |
dc.contributor.none.fl_str_mv |
Salvado, João Cotter Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Burgmayr, Alexander |
dc.subject.por.fl_str_mv |
B2B strategy Strategic marketing Digital health SWOT-analysis Porter’s five forces Value proposition canvas Segmentation Targeting Positioning Marketing mix Van Westendorp’s price sensitivity meter Estratégia B2B Marketing estratégico Saúde digital Análises SWOT Cinco forças de Porter Tela de proposta de valor Segmentação Alvo Posicionamento Medidor de sensibilidade de preços da Van Westendorp Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
B2B strategy Strategic marketing Digital health SWOT-analysis Porter’s five forces Value proposition canvas Segmentation Targeting Positioning Marketing mix Van Westendorp’s price sensitivity meter Estratégia B2B Marketing estratégico Saúde digital Análises SWOT Cinco forças de Porter Tela de proposta de valor Segmentação Alvo Posicionamento Medidor de sensibilidade de preços da Van Westendorp Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The digital health market is becoming increasingly important and is driven by the current COVID-19 pandemic. Despite the increasing importance of the market, the existing literature does not sufficiently cover direct marketing applications. The dissertation therefore directly addresses this research gap and is intended to demonstrate how concrete B2B marketing strategies can be designed for the digital health market. To illustrate this kind of marketing plan, the Portuguese start-up Mentora Health served as an example. Based on a comprehensive situation analysis, a positioning strategy was derived and captured in a B2B marketing mix. By adopting a mixed research approach, empirical qualitative and quantitative results could be combined with existing findings from corresponding literature. Thus, results from various expert interviews and a survey were formulated into specific marketing strategies. The dissertation illustrates the entire journey of a startup from business plan towards value creation and provides deep insights into the Portuguese hospital market. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-09-30T14:07:07Z 2021-04-30 2021-04 2021-04-30T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/35351 TID:202728447 |
url |
http://hdl.handle.net/10400.14/35351 |
identifier_str_mv |
TID:202728447 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799132005608194048 |