Case study - pricing model
Transforming pricing models for a Hungarian private healthcare digital platform provider
DESCRIPTION OF THE CLIENT AND THE PROBLEM:
- Restructuring the pricing model of a Hungarian-owned company, a market leader in private healthcare digital platform services.
- The revenue of the platform provider, which serves both B2B and B2C customers, was generated from the fixed monthly fees of B2C operators. The existing pricing model has not kept pace with the dynamic growth of supply and economic changes.
- The aim was to develop a pricing model that would not discourage private hospitals from being present on the platform connecting them to consumers, while at the same time not making it difficult for the company to manage its receivables by introducing commission-based revenues.
OUR APPROACH:
- By analysing the historical monthly fees charged to B2C partners and the traffic generated by the platform, an excel was created to transform the pricing model, which allows to set certain parameters for the company's revenue and receivables when moving from fixed monthly fees to commission-based revenue (prepayment for monthly fees, self-reporting for commission-based revenue).
- To develop a set of tools and a value proposition linked to different parameters , based on a common set of principles, yet allowing the sales staff to tailor it to the needs of the partner, taking into account the profitability of the Company.
RESULTS:
- A business model that better reflects rapidly changing market conditions.
- Expanding supply through a new pricing model (contracting larger clinical partners with hybrid pricing).
- An excel model for a multi-phase business model transition.
- Better understanding of market trends and dynamics.
- Develop a value proposition tailored to partners by analysing historical data.