Strategic management of telemedicine startup projects in Health care organizations

Abstract

The purpose of the article is to determine the theoretical foundations and scientific and methodological approaches to the strategic analysis of telemedicine startups at different stages of project development. Research methods: theoretical and methodological analysis of the literature using the PubMed/Medline, Google Scholar and PakMediNet databases; the structural-functional analysis method was used to determine the focus strategies for the development of telemedicine; generalization and abstraction methods were used to determine the methods of strategic analysis at different stages of the development of a telemedicine startup. Results. Using structural-functional analysis, the focus strategies for the development of telemedicine and the main products developed by startups were determined: digital platforms for virtual communications between participants in the process of providing medical care; devices for remote monitoring of the patient's health; platforms for tele rehabilitation; analytical services for processing a large array of data for the purpose of diagnostics and AI-diagnostics using AI. It is shown that at the initial stages of development of a telemedicine startup, it is advisable to analyze value priorities, the uniqueness of the product value proposition. It is determined that at the launch stage of a telemedicine startup, strategic analysis helps to assess the market and minimize critical risks associated with legislation and data security using PESTEL and SWOT analysis, VRIO framework methods, Value Proposition Canvas and Porter's Five Forces analysis. At the stages of growth and scaling of a startup, it is critically important to assess the readiness of the infrastructure for a sharp increase in load, for this purpose, the method of Analysis of Barriers to Scaling, VRIO framework, SWOT analysis and EFAS matrix are used. Conclusions. The leading drivers of the implementation of telemedicine technologies are startups, for the management of which it is advisable to use various methods of strategic analysis depending on the stage of development of the startup project.