Healthcare Business Model Canvas

The H-BMC Framework Guide

A structured reference for building, testing, and refining healthcare innovation business models.

HealthTech Digital Medicine 15 Blocks · 5 Tiers

John Collins · jcollins11@mgh.harvard.edu

The H-BMC is a framework for building and testing the business model of a healthcare innovation. It adapts Osterwalder's Business Model Canvas for the unique complexity of healthcare — where the person who uses a solution is rarely the person who pays for it, and where regulatory, reimbursement, and clinical adoption dynamics have no equivalent in most other industries.

The framework addresses both HealthTech solutions — medical devices, diagnostics, and combination products — and Digital Medicine solutions — software as a medical device, AI diagnostics, remote monitoring, telehealth, and digital therapeutics. Where these two categories have meaningfully different commercial dynamics, the relevant blocks address them separately.

Select where you would like to begin:

First time here?
Introduction
A guided overview of the H-BMC — what it is, how it works, and how to begin. Start here if you are new to the framework.
Understand the methodology
The Framework
Background, concepts, and methods — from the BMC to the H-BMC, hypothesis forming, and defining markets. Read once to ground your work in the framework.
Build your canvas
The H-BMC Blocks
The full block reference — all 15 blocks across 5 tiers. Return here each time you work on your business model.
Home · Introduction · The Framework · The Blocks