Proposta de valor de produtos da internet das coisas médicas: um estudo de múltiplos casos

Abstract

In many organizations, there is an emphasis on technology at the expense of changes in business models when it comes to Digital Transformation. In the healthcare sector, this can lead to significant gaps, as organizations require rapid and robust transformations to absorb new technologies and maintain strong performance. In the current healthcare landscape, the Internet of Medical Things (IoMT) has played a crucial role in improving patient care and enhancing the ethical and practical relevance of devices, as perceived by technology companies. The adoption of emerging technologies in healthcare is a growing topic and a critical factor in the perception of value for many patients and healthcare professionals worldwide. Based on this context, this research aims to answer the following question: "How is the value proposition of Internet of Medical Things products generated by manufacturing companies?" Thus, the general objective is to analyze how the value proposition of Internet of Medical Things products is constructed by companies. This study investigated the value proposition of wearable IoMT devices from the perspective of technology companies through a multiple case study involving three organizations, using the Value 4.0 Framework as the theoretical lens. The findings contributed theoretically to understanding the creation of the value proposition for IoMT wearable devices, considering the co-creation dimension and proposing a maturity scale for the value proposition. The practical contribution of this research lies in understanding the strategies used by manufacturers to articulate their value proposition, highlighting co-creation as an approach that emphasizes active collaboration among companies, consumers, and other stakeholders in the product and service development process. The co-creation dimension proved particularly relevant in the context of the Internet of Things and digital health.