From technology orientation towards service orientation in healthcare sector

For many companies that have previously been totally product- or technology-oriented, the transfer to the development of services may be difficult. One might ask, why services? Actually, healthcare sector technologies might be high-tech innovations, which are expensive, have a long lifecycle and may need maintenance, spare parts and software updates. Despite complexity of the products, the service offerings do not exist in many cases. Services are in many industries extension to product offerings and a new way of doing profitable business. Services are also way of creating competitive advantage. Nowadays Internet of Things is coming also to healthcare products, which makes possible remote control, diagnostics of the product and data collection during the product lifecycle. We argue that there is a huge potential for service offerings in healthcare products, both digital and traditional after-sales services. From a theoretical point of view, it is about the movement from a Goods-Dominant (G-D logic) logic towards a Service-Dominant logic (S-D logic). We discuss about S-D logic approach for healthcare sector companies to develop service business and how to change their operational mind-set towards services. Paper analyses how business model should be changed when aiming towards service business.