Digital Business Model Patterns of Big Pharmaceutical Companies - A Cluster Analysis

Digital technologies are changing numerous industries in a very short time, especially the healthcare sector. Many established companies want to become digital themselves. Our paper gives a brief overview of patterns of digital business model observed in the big pharmaceutical companies. The patterns vary in the degree of digitalization of the products and services, the value creating activities that can be in collaboration with technology firms or even competitors and the target of the product with regard to main milestones of the patients medical journey. The results of the study are not limited to big pharmaceutical companies. The authors recommend the application of the results to other types of companies in the pharmaceutical industry and in other industries.