ECONOMIC ASPECTS OF TRANSFORMATION OF BUSINESS MODELS IN PRIVATE MEDICINE

Abstract

The article addresses the economic transformation of business models in the field of private healthcare under conditions of structural change in the global service economy. The relevance of the study is driven by the growing mismatch between traditional transaction-based healthcare models and contemporary socio-economic, demographic, and technological dynamics, which increasingly require integrated, value-oriented and patient-centric approaches. The purpose of the article is to conceptualize the transformation of business models in private healthcare and to identify the key economic mechanisms underlying the transition from fragmented service provision to ecosystem-based configurations. The research is based on a qualitative analytical methodology combining conceptual analysis, comparative economic assessment and logical generalization. The study applies an institutional and systemic approach to examine changes in value creation logic, revenue models and coordination mechanisms within private healthcare markets. Particular attention is paid to the evolution of monetization models, including fee-for-service, value-based care, subscription models and platform-oriented configurations, as well as to the infrastructural role of digital technologies in enabling ecosystem interaction. The results demonstrate that the transformation of business models in private healthcare is not limited to technological adoption but reflects a deeper shift in economic logic, characterized by the redistribution of risks, long-term orientation toward outcomes, and the emergence of new forms of coordination among market participants. The study identifies ecosystem models as a dominant trajectory of development, highlighting their advantages in terms of economic sustainability, scalability and value co-creation, while also outlining unresolved issues related to market concentration and long-term competitiveness. The practical value of the article lies in its potential application for healthcare managers, policymakers and researchers when designing, evaluating or adapting business models in private healthcare under conditions of economic uncertainty and structural transformation.