Shaping new health services landscapes: the case of DocMorris.com

  • Authors:

  • Hans P. Borgman;Hauke Heier;Andreas Kemper

  • Affiliations:

  • Leiden University, The Netherlands;International University, Schloss Reichartshausen, Germany;International University, Schloss Reichartshausen, Germany

  • Venue:
  • ICEC '04 Proceedings of the 6th international conference on Electronic commerce
  • Year:
  • 2004

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Abstract

The recent literature investigating the European health care market's efficiency has repeatedly pointed at chronic underperformance and wastefulness. Our analysis goes beyond this critic and investigates the opportunities and limitations of e-Pharmacies as an innovative, technology-based approach to the development of new services landscapes in order to restructure the German health care market. The new prospects are analyzed based on a case study of DocMorris.com. Results of the analysis indicate that the European health care system is in flux and provides lucrative business options for Internet-based services. Key implications of the evolving environment concern academics and managers as well since the recent trends indicate a fundamental shift towards a new service paradigm.