Income-Generating Processes of Free Web-Based Digital Health Tools to Engage Patients: Qualitative Analysis

Area of Science:

• Digital Health
• Health Informatics
• Health Services Research

Background:

• Digital tools are increasingly used by patients for health information and needs.
• Patient platforms are health-specific websites offering tools and peer networks.
• Little is known about the business models of these patient platforms.

Purpose of the Study:

• To explore the objectives of patient platforms beyond patient support.
• To investigate how patient platforms generate income through their digital tools.

Main Methods:

• Framework analysis of textual and visual data from 11 patient platforms (Sept 2013-Aug 2014).
• Systematic coding and categorization using a 5-step process.
• Open coding to identify emergent themes in business models and income generation.

Main Results:

• Platforms support parties beyond patients, including those with health interests.
• Income is generated through advertising, sponsorship, marketing, supporting other portals, and research services.
• No up-front fees are charged to patients.

Conclusions:

• Patient platforms have income-generating mechanisms beyond direct patient fees.
• Unique challenges arise in the health context due to direct patient engagement.
• Policy implications exist regarding user protection and potential health system costs.