The Academy

This canvas will help you to focus on 3 customers (3C) with critical roles who account for healthcare complexity: the one who uses, the one who pays, and the one who decides. 

This is the 3C Business Model Canvas.

What do you offer to whom? 

1. Unique value proposition 

• Your unique solution for a customer’s problem (user / economic buyer/influencer)
• The value you created for your customers 
  • For different customers, different value propositions! 

e.g. We bring peace of mind, save time, reduce economic burden, increase access, support decision making, limit liability, decrease energy bill and CO2 footprint.

2. Users (1st customer)

• People and/or organizations that will use the product or service (the end-users) and benefit from it

e.g. Employee, kids or parents, homeowners, patient, pharmacist, pharma company.

3. Who decides and influences (2nd customer)

• The most critical stakeholder who authorizes, administers, and ensures availability,  maintenance, or orders (except the one with purchasing power - see building block 9)

e.g.  Government, non-governmental organizations (NGOs). In healthcare: EMA, FDA,  Physician associations, IT director.

4. Channels 

• How will you reach out to your customers? (all the customer touchpoints) 
• Either to acquire customers or to deliver your services (awareness, purchase, delivery, after-sales). 

e.g. Field-based people, online events, emailing, wholesalers, online platforms, shops, e-shop, local and regional events, trade shows.

How do you create it?

5. Key Resources

• What you need to HAVE to develop, deliver and capture the value of your solution: think nouns both in the physical and digital world.

e.g. Skilled team members, facilities, patent, server, algorithm, patents, community, raw materials.

6. Key Activities 

• What you need to DO to develop, deliver and capture the value of your solution: think verbs

e.g. Product research & development, sales, marketing and advertising, manufacturing and assembling, installation and maintenance.

7. Strategic Partners 

• Organizations and companies that are critical to creating, delivering or capturing value 

e.g. Manufacturer, telehealth platform, mobile telecom provider,  distribution partners in remote areas, installation contractors, marketing and promotional partners.

How will you ensure a viable financial model?

8. Cost Structure

• Fixed costs , independent of the sales (e.g. facilities, employees' salaries) and variable costs (related to the activities, resources and partnerships)

9. Who will pay 

• Who has purchasing power? 
• Who will support the cost? 

e.g. Homeowners, government, insurer, families. In healthcare : out-of-pocket patient, national payer via reimbursement, hospital, pharma or MedTech companies.

10. Impact and Revenue Streams

• How will you make money? 
• What is your pricing strategy? A fixed price or dynamic pricing (for example outcome-based pricing)
• What is your revenue stream: transaction revenues (one-time customer payments) or recurring revenue? 

e.g. Subscription, freemium or pay-per-use.

• If you are a social entrepreneurship startup (social, cultural, or environmental impacts): 
  • Who will benefit from your intervention, and what is the value for them? 
  • How will you show that you are creating a social impact?