Visual business model design: Designing with a dedicated actor-transaction toolset in the case of online health protection services

With a growing population of healthcare clients in the future, organizing for a quality and cost effective service providing becomes an increasing challenge. New online services of eHealth are proposed as innovative options for the future. Yet, a major barrier in the adoption and implementation of these services appeared to be, the lack of a new business model designs. To assist strategic managers in thinking about how they can act, we took up the designers challenge to combine strategy and design notions and developed a dedicated toolset that supports the visual modelling of business models. Together with the actors involved, we deconstructed and designed a new business model in a specific case situation of an online health protection service provider. The results generate an improved understanding of how to design a business model in order to overcome the implementation barrier.