Innovating your revenue stream by decoupling the business model
Healthcare associations are at a crossroads.
Traditional revenue sources such as membership dues are under pressure, the healthcare ecosystem and landscape are changing, and increasing numbers of clinicians are working as employees rather than independent, small practices.
As the healthcare workforce transitions from an entrepreneur model to an employed model, associations need to rethink their value proposition to stay relevant to their members’ changing needs.
We can look to technology companies, such as Google or TripAdvisor, for inspiration. These organisations have successfully decoupled their customers and consumers. Most consumers use the company’s services for free because external parties, such as Google’s advertisers, are the paying customers.
A decoupled business uses the size of its network to subsidise most consumer access by charging a small group of customers. Due to the large base of membership, healthcare associations are well-placed to pursue similar strategies.
Download our report to understand how decoupling your business model can:
- develop alternative revenue streams
- offer more value to members, and provide opportunities to add new tiers of membership at lower, or even zero, cost
- enable relevance and sustainability in a changing ecosystem.