“Innovación digital en salud: Modelo de negocio estratégico sostenible de telemedicina para reducir la brecha en la atención médico en el Perú”
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Pontificia Universidad Católica del Perú
Acceso al texto completo solo para la Comunidad PUCP
Resumen
El sistema de salud en el Perú enfrenta serias deficiencias relacionadas con la falta de
infraestructura, el acceso desigual a servicios médicos, la baja calidad de atención en el sistema
público y los altos costos de atención de salud en el sector privado. Esta situación impacta
negativamente en la calidad de vida de millones de personas, especialmente en zonas rurales y
urbanas periféricas, donde las brechas en cobertura del sistema son más pronunciadas. Además,
los profesionales de salud tienen dificultades para ejercer de forma independiente debido al alto
costo de establecer consultorios y la baja visibilidad profesional. (Defensoría del Pueblo, 2020)
Para abordar esta problemática, se diseñó la plataforma Doctorfast, una solución digital
basada en el modelo de telemedicina, concebida para conectar pacientes con médicos a través de
un sistema accesible, eficiente y seguro. El proceso de diseño de la solución siguió la metodología
Design Thinking, lo que permitió identificar las verdaderas necesidades del usuario mediante
entrevistas cualitativas, arquetipos, mapas de experiencia y herramientas como el lienzo 6x6, el
Business Model Canvas y el Flourishing Business Canvas.
Se validaron hipótesis clave en cuatro dimensiones: deseabilidad, factibilidad, viabilidad y
sostenibilidad. La deseabilidad fue evaluada mediante entrevistas a usuarios de Lima y provincias,
quienes demostraron alta disposición a usar una solución de salud digital. La factibilidad se
respaldó con la existencia de profesionales dispuestos a ofrecer consultas virtuales y la
infraestructura tecnológica disponible. La viabilidad se sustentó con proyecciones financieras
basadas en flujos de caja, costos de operación, ingresos por consulta y programas de fidelización,
mientras que la sostenibilidad se midió con el análisis del impacto social y ambiental, incluyendo
la estimación del Valor Actual Neto social.
En conclusión, Doctorfast representa una solución innovadora, económicamente viable y
socialmente responsable. Se considera deseable por parte del mercado objetivo, factible de
implementar en el contexto tecnológico actual, y sostenible en el largo plazo gracias a su impacto
positivo en la salud pública y el medio ambiente. Como decisión final, se recomienda su
implementación progresiva, iniciando en zonas urbanas con alta conectividad, para luego escalar
a zonas rurales mediante alianzas con gobiernos locales y asociaciones del sector salud.
Peru's healthcare system faces serious deficiencies related to a lack of infrastructure, unequal access to medical services, low quality of care in the public system, and high healthcare costs in the private sector. This situation negatively impacts the quality of life of millions of people, especially in rural and peripheral urban areas, where the gaps in system coverage are most pronounced. Furthermore, healthcare professionals struggle to practice independently due to the high cost of establishing clinics and low professional visibility. (Defensoría del Pueblo, 2020) To address this issue, the Doctorfast platform was designed as a digital telemedicine solution intended to connect patients with doctors through an accessible, efficient, and secure system. The solution design process followed the Design Thinking methodology, which enabled the identification of users' real needs through qualitative interviews, user archetypes, experience maps, and strategic tools such as the 6x6 canvas, the Business Model Canvas, and the Flourishing Business Canvas. Key hypotheses were validated across four dimensions: desirability, feasibility, viability, and sustainability. Desirability was assessed through interviews with users in Lima and the provinces, who showed a strong willingness to adopt a digital health solution. Feasibility was supported by the availability of healthcare professionals willing to offer virtual consultations and by the existing technological infrastructure. Viability was demonstrated through financial projections based on cash flows, operating costs, revenue from consultations, and loyalty programs. Sustainability was evaluated through an analysis of social and environmental impact, including the estimation of the Social Net Present Value (Social NPV). In conclusion, Doctorfast represents an innovative, economically viable, and socially responsible solution. It is considered desirable by its target market, feasible within the current technological context, and sustainable in the long term due to its positive impact on public health and the environment. The final recommendation is to implement the platform progressively, beginning in urban areas with strong Internet connectivity, and later scaling to rural regions through partnerships with local governments and health sector organizations.
Peru's healthcare system faces serious deficiencies related to a lack of infrastructure, unequal access to medical services, low quality of care in the public system, and high healthcare costs in the private sector. This situation negatively impacts the quality of life of millions of people, especially in rural and peripheral urban areas, where the gaps in system coverage are most pronounced. Furthermore, healthcare professionals struggle to practice independently due to the high cost of establishing clinics and low professional visibility. (Defensoría del Pueblo, 2020) To address this issue, the Doctorfast platform was designed as a digital telemedicine solution intended to connect patients with doctors through an accessible, efficient, and secure system. The solution design process followed the Design Thinking methodology, which enabled the identification of users' real needs through qualitative interviews, user archetypes, experience maps, and strategic tools such as the 6x6 canvas, the Business Model Canvas, and the Flourishing Business Canvas. Key hypotheses were validated across four dimensions: desirability, feasibility, viability, and sustainability. Desirability was assessed through interviews with users in Lima and the provinces, who showed a strong willingness to adopt a digital health solution. Feasibility was supported by the availability of healthcare professionals willing to offer virtual consultations and by the existing technological infrastructure. Viability was demonstrated through financial projections based on cash flows, operating costs, revenue from consultations, and loyalty programs. Sustainability was evaluated through an analysis of social and environmental impact, including the estimation of the Social Net Present Value (Social NPV). In conclusion, Doctorfast represents an innovative, economically viable, and socially responsible solution. It is considered desirable by its target market, feasible within the current technological context, and sustainable in the long term due to its positive impact on public health and the environment. The final recommendation is to implement the platform progressively, beginning in urban areas with strong Internet connectivity, and later scaling to rural regions through partnerships with local governments and health sector organizations.
Descripción
Palabras clave
Telemedicina, Servicios de salud--Accesibilidad--Perú, Atención médica--Perú, Administración de servicios de salud