Abstract
ABSTRACT The case reports the trajectory of a telemedicine platform in Brazil. Conexa, a company that already operated with a telemedicine B2B model, took advantage of the regulatory change during the coronavirus pandemic (COVID-19) and launched Docpass, a B2C platform. The pandemic not only brought about a change in legislation, but also provided a context that reduced cultural barriers to the adoption of such a service for both doctors and patients. The case is recommended for Strategy and Innovation disciplines, more specifically in sessions dedicated to business models based on platforms, when the following learning objectives are worked on: (a) diagnosis of COVID-19 effects in a telemedicine business by comparing before, during, and after the pandemic; (b) understanding the network effects present on the platforms and their reflections in terms of value; (c) understanding the competitive dynamics in a platform ecosystem.
Highlights
It was already late in the afternoon on a Thursday in June 2020 when Fernando signed off from a video conference meeting with his partner Guilherme Weigert
At the end of the case discussion, students are expected to increase their learning in the following areas: (a) diagnosis of COVID-19 effects on a telemedicine business by comparing before, during, and after the pandemic; (b) understanding the network effects present on the platforms and their reflections in terms of value; (c) understanding the competitive dynamics on a platform ecosystem
The scenario brought by COVID-19 strengthened the network’s effects both on the physicians’ side, which began to prefer remote health care services and/or looking for new sources of revenue, and on the side of class C patients looking for remote care at affordable prices
Summary
It was already late in the afternoon on a Thursday in June 2020 when Fernando signed off from a video conference meeting with his partner Guilherme Weigert. At the end of the case discussion, students are expected to increase their learning in the following areas: (a) diagnosis of COVID-19 effects on a telemedicine business by comparing before, during, and after the pandemic; (b) understanding the network effects present on the platforms and their reflections in terms of value; (c) understanding the competitive dynamics on a platform ecosystem.
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