Servitization of healthcare business models

The servitization of healthcare business models looks at delivering a better understanding of how to maximize the value of healthcare treatments for end-users, customers, health providers, experts, regulators and other stakeholders.

Service business models have shown promising results in the area of healthcare treatment, particularly on the analyses of economic revenue models to monetise healthcare treatments. A crucial aspect of healthcare business models is focussing on user-centred understanding to inform the adaptation of revenue models.




Service business model innovation of a therapeutic treatment for the cure of cancer


The aim of this particular project (part of an EPSRC funded programme) is to explore different service business models of a wearable technology for the delivery of a therapeutic treatment in the cure of cancer. The wearable device has the ability to separate the CAR-T cells and treat them in a continuous process. The wearable device is self-powered by the user - creating energy from body heat and movement. In this project, the user is positioned at the center of the service business model innovation.


Key contact


Dr Veronica Martinez

University Lecturer

T: +44(0)1223 748269



Dr. Veronica Martinez (FHEA) is a Lecturer in the Cambridge Service Alliance and the Centre for Digital Built Britain at University of Cambridge. She is a Director of Studies of Sidney Sussex College. Her research expertise focuses on the fields of the Digital Platforms, Business Model Innovation, Strategic Value Creation, Operations and Performance Measurement Systems and their applications to Manufacturing and Services.  Her current projects include the effect of digital platforms in smart services and the Digital healthcare wearable services. She works with close collaboration with IBM, BAE Systems, Rolls-Royce among others. She is a board member of the European Operations Management Association. Veronica has led and participated in large European and UK research projects in Products and Services.

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