What Needs to Change to Make Digital Health Successful?

The Perspective of the Austrian Healthcare Provider Mavienext

Panitda Huynh

, Erich Kruschitz

and Tobias Kowatsch

1,3,4

School of Medicine, University of St. Gallen, Switzerland

MavieNext GmbH, Austria

CDHI Department of Management, Technology, and Economics, ETH Zurich, Switzerland

Institute for Implementation Science in Health Care, University of Zurich, Switzerland

Keywords: Digital Health Technologies, Healthcare Provider, Innovation, Data, Health and Wellness.

Abstract: Austria's healthcare ecosystem, anchored in conventional operational paradigms, faces mounting pressure to

evolve. The ingrained models, though resilient, are being challenged by the escalating healthcare demands of

a diverse and ageing populace, rising costs, and emerging health adversities. In this nuanced context, we

present insights from a discourse with the CEO of Mavie Next, an Austrian healthcare provider and a

corporate start-up of the UNIQA Group, to explore the pivotal intersection of digital health technologies and

systemic evolution. The primary objectives of this interview were to: (1) understand the current challenges

faced by Austria's healthcare system; and (2) identify collaborative strategies and data sharing practices that

can optimize the use of DHTs. These objectives guided our research questions, focusing on how Mavie Next,

with its innovative approach and cross-border aspirations, can serve as a model for integrating DHTs in

healthcare systems globally. In this nuanced context, we present insights from an interview with Erich

Kruschitz, CEO of Mavie Next, an established Austrian healthcare provider, to explore the pivotal intersection

of digital health technologies and systemic evolution. OurThe discussion underscores the importance of data

sharing, regular collaborative initiatives, and overcoming data availability challenges as foundational

elements to harness the full potential of DHT in addressing the multifaceted challenges posed by an aging

population. This comprehensive exploration serves as a foundational resource for stakeholders, offering

insights, evaluations, and prospective pathways to navigate the evolving landscape of healthcare amidst

demographic and technological shifts. Mavie Next aspires to pioneer this cross-border transfer of innovation,

echoing its ethos of extending beyond Austria with globally applicable solutions.

1 INTRODUCTION

Austria, like many developed countries, is

experiencing demographic changes that impact its

population structure and healthcare system

(Kiniorska et al., 2023). This aging population,

attributed to advancements in healthcare leading to

increased longevity and declining birth rates, poses

multifarious challenges to our society, economy, and

particularly the healthcare system (Jayawardhana et

al., 2023). An aging population is synonymous with a

rise in chronic illnesses, complex health conditions,

and a concurrent increase in healthcare demand,

which inevitably exacerbates the pressure on

https://orcid.org/0000-0002-1169-2271

https://orcid.org/0000-0001-5939-4145

healthcare professionals, facilities, and public health

insurance systems (Newman et al., 2019). This

scenario is amplified by the contemporary challenge

of ensuring quality healthcare that is both accessible

and affordable. (Bevölkerung zu Jahres-

/Quartalsanfang, n.d.)(Jayawardhana et al., 2023)

In the milieu of these challenges, Digital Health

Technologies (DHT) emerge as a beacon of

transformation and adaptability (Huben et al., 2023;

Jacobson et al., 2023; Kowatsch and Fleisch, 2021;

Mahajan et al., 2023; Parikh and Helmchen, 2022).

DHT encompasses a diverse array of innovative

technological solutions designed to optimize

healthcare delivery, enhance patient outcomes, and

Huynh, P., Kruschitz, E. and Kowatsch, T.

What Needs to Change to Make Digital Health Successful? The Perspective of the Austrian Healthcare Provider Mavienext.

DOI: 10.5220/0012401000003657

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 17th International Joint Conference on Biomedical Engineering Systems and Technologies (BIOSTEC 2024) - Volume 2, pages 859-864

ISBN: 978-989-758-688-0; ISSN: 2184-4305

859

mitigate the economic and logistical challenges

precipitated by an aging populace (Lyles et al., 2023).

In the nexus of modern healthcare challenges,

MavieNext (previously SanusX), an emerging

corporate startup of the UNIQA Group since 2020,

stands firm in its commitment to sculpting a healthier

future for all (Mavie Next, n.d.). The organization’s

approach is characterized by a systematic evaluation

of existing healthcare offerings, identification of

gaps, and development of tailored solutions to

address specific needs across diverse demographic

groups. The company's product portfolio, including

Mavie Work, lifely, Mavie Aponect, and cura domo,

is a testament to its commitment to delivering

comprehensive and adaptable healthcare solutions.

These offerings are underpinned by rigorous research,

including proactively pushing research collaborations

with University of St. Gallen, and development

processes. Moreover, projects are designed to cater to

both individual consumers and corporate entities.

The underlying concept of our methodology is

twofold: firstly, to gather in-depth insights into the

current stance and future aspirations of MavieNext in

the realm of digital health, and secondly, to

extrapolate these findings to understand broader

trends and attitudes within the Austrian healthcare

sector. The interview was structured around key

thematic areas, including the challenges faced by the

healthcare system, the potential of digital health

technologies in overcoming these challenges, and the

strategic direction of MavieNext in this evolving

landscape.

For evaluating the interview, we used a

qualitative analysis approach. This involved

assessing and categorizing the responses into

thematic clusters, enabling us to draw out significant

patterns and insights from Kruschitz. Through the

analysis of Kruschitz's responses, our goal was to

construct a broad portrayal of MavieNext's strategic

approach towards DHTs. This involved not only

define their current products and future plans but also

capturing the intrinsic value that Kruschitz attributes

to DHTs within the healthcare sector. By doing so, we

sought to offer an in-depth perspective on how

MavieNext is navigating the complex landscape of

healthcare innovation, highlighting the unique

insights and contributions of Mr. Kruschitz to this

evolving field.

This position paper delineates the findings from a

dialogue with Erich Kruschitz, CEO of MavieNext, to

elucidate the stance of an Austrian healthcare

provider on digital health innovations and

interventions.

2 RESULTS

DHT refer to a range of tools designed to enhance

healthcare delivery and personal wellness (Huben et

al., 2023). They are instrumental for users, offering

health and wellness solutions, real-time health

metrics tracking, self-management tools, digital

diagnostics, and therapeutic interventions.

MavieNext stands as a significant contributor in

the domain of DHT in Austria, providing innovative

solutions designed to address complex health

challenges and promote wellness. The firm has built

a suite of offerings, including Mavie Work, Lifely,

Cura Domo, and Mavie Aponect, each designed to

address specific aspects of health and well-being by

integrating technology, innovation, and personalized

care - from workplace health promotion to at-home

biomarker testing and personalized care models.

Beyond its role in direct service provision,

MavieNext has strategically positioned itself as an

investor and a venture builder. In our interview with

Kruschitz, CEO of MavieNext, their products were

briefly discussed as exemplars of the company's

innovative approach, yet the focus remained on the

broader implications of such digital interventions in

healthcare. Our analysis concentrated on how these

offerings collectively demonstrate MavieNext’s role

in advancing digital health technologies, rather than

detailing each product individually. This perspective

aligns with our study’s objective of understanding the

impact of digital health innovations on Austria's

healthcare system. Here are the four products

Kruschitz mentioned, briefly explained:

1. Mavie Work is a comprehensive platform

dedicated to elevating the physical and mental

health of employees and organizations. It

encapsulates the full breadth of workplace

health promotion, spanning prevention,

support, early detection, and immediate

assistance. The service merges digital and

physical realms, offering mobile health

services, corporate mental health programs,

and the Mavie Portal—a digital health

interface featuring interactive exercises,

informational articles, videos, and live events.

The Mavie Health Hub serves as an in-

company sanctuary focusing on nutrition,

exercise, diagnostics, and mental health.

2. Lifely introduces the convenience of at-home

blood testing, offering individuals insights

into their health with ease and comfort. The

process, simplified to a finger prick, ensures

accessibility and ease. Upon analysis,

Scale-IT-up 2024 - Workshop on Emerging Business Models in Digital Health

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customers receive a comprehensive health

report crafted by medical professionals,

offering detailed insights and personalized

recommendations for health optimization.

3. Cura Domo is anchored in the principle of

dignified aging, offering personalized care

models and at-home care solutions. As the

largest owner-operated agency for 24-hour

care in Austria, with over 1,300 satisfied

customers, Cura Domo collaborates with

MavieNext to redefine standards in at-home

care, assisted living, and facility management,

ensuring aging individuals receive

personalized, dignified care.

4. Mavie Aponect bridges the gap between

customers and pharmacies, digitalizing and

streamlining central processes like ordering

and inventory management. The platform

harmonizes the exigent demands of modern

customers with the personalized counsel of

experienced pharmacists. Mavie Aponect not

only reinforces pharmacies as integral local

health suppliers but also equips them to

navigate and thrive amidst the evolving

dynamics of the healthcare sector.

During our interview our guiding question we asked

with Kruschitz was: “What needs to change to make

digital health successful?”. Upon that, he answered

that, he emphasizesthe central role of data in

advancing digital health. He highlights the urgent

need for enhanced data sharing mechanisms and

consistent collaborative efforts to enable a seamless

exchange of insights. For Kruschitz, the issue of data

availability stands as a significant barrier.

Overcoming this obstacle is crucial to fully exploit

the transformative potential of DHT. In his view, the

establishment of a data-sharing ecosystem, where

information flows freely among healthcare

stakeholders, is crucial for spurring innovation and

improving the efficiency of health service delivery. In

the subsequent sections, we will delve deeper into

three pivotal aspects identified by Kruschitz: (1) the

imperative of data sharing, (2) the importance of

regular collaborative initiatives, and (3) the

challenges associated with data availability.

2.1 Need for Sharing Data

As per Kruschitz, the integration of DHT in

healthcare is profoundly influenced by the extent and

efficacy of data sharing and collaboration amongst

various stakeholders in the sector. A cohesive,

interrelated ecosystem that encourages the free flow

of data and insights not only propels innovations but

also ensures that these advancements are optimally

leveraged to deliver user-centered care. According to

Kruschitz, the exchange of data is foundational to the

evolution and refinement of DHT, ensuring that these

technologies are nuanced, responsive, and tailored to

address the multifarious challenges characteristic of

contemporary healthcare.

In reliance on Kruschitz, sharing data across

traditional market boundaries amplifies the impact of

DHT. It facilitates a synergy where insights,

expertise, and innovations are not confined but are

disseminated widely, enhancing the quality, reach,

and impact of healthcare interventions. Kruschitz

mentioned, that this culture of openness In addition,

Kruschitz emphasised that collaboration is essential

to ensure that the DHT evolves in line with emerging

health challenges and is constantly refined by a rich

tapestry of global evidence.

Furthermore, Kruschitz also stressed that the role

of data sharing in improving the accuracy and

personalization of DHT cannot be overstated. Access

to diverse datasets enriches the analytical prowess of

these technologies, ensuring that healthcare solutions

are not just innovative but are also deeply attuned to

the specific needs, contexts, and challenges of diverse

patient demographics.

2.2 Regular Collaborative Initiatives

In our interview, Kruschitz emphasized the

importance of establishing regular collaborative

initiatives within the healthcare sector, underlining

their role in nurturing a culture of innovation and

efficiency. According to Kruschitz, regular

interactions and exchanges among industry

stakeholders, healthcare providers, and technologists

can facilitate a dynamic interchange of insights, data,

and developments, catalyzing a more integrated and

responsive healthcare ecosystem. Insights refer to the

valuable knowledge and understanding gained from

research, clinical experiences, patient feedback, and

industry trends. These insights can drive informed

decision-making and spur innovative healthcare

solutions. Data, in this scenario, encompasses a broad

range of information, including patient health

records, treatment outcomes, operational metrics, and

research findings. Kruschitz highlights the

importance of sharing this data among stakeholders to

enable a data-driven approach to healthcare. This can

improve patient outcomes, enhance the efficacy of

treatments, and streamline healthcare operations. The

emphasis is on utilizing data to make healthcare

delivery more precise, personalized, and efficient.

What Needs to Change to Make Digital Health Successful? The Perspective of the Austrian Healthcare Provider Mavienext

861

Lastly, by sharing information about these

developments, stakeholders can stay abreast of the

latest trends and technologies, which is crucial for

maintaining a cutting-edge and responsive healthcare

system. Furthermore, these consistent collaborations

promote a culture of learning and adaptation, where

insights and data are not just disseminated but are also

analyzed and integrated into practice, ensuring that

the healthcare sector is always advancing, informed

by a multiplicity of perspectives and expertise

(Landers et al., 2023). Particularly in the context of

DHT, regular collaborations can ensure that the

development and application of these technologies

are nuanced, drawing from a diverse pool of data and

insights to enhance their precision, relevance, and

impact according to Kruschitz. This integrative

approach ensures that DHT is not just technologically

adept but is also clinically insightful, responsive to

the complex and evolving landscape of healthcare

needs and challenges.

For instance, the widespread use of 'symptom

checkers' is an example of the opportunities that

Kruschitz suggests can arise from increased sharing

and collaboration in healthcare. These digital tools,

offered by various health insurances and wellness

entities, empower individuals to assess and

understand their symptoms from the comfort of their

mobile phones or tablets. However, the potential of

these tools is often constrained by siloed development

and operational approaches.

If a culture of data sharing and collaborative

refinement were adopted, the efficacy and accuracy

of these symptom checkers could be significantly

augmented.

2.3 Data Availability

Kruschitz suggested that data accessibility constraints

are a critical challenge hindering DHT's progressive

development. The existing limited datasets curtail the

exploration and innovation in healthcare, as

substantial, varied, and rich data is essential for

honing the accuracy and effectiveness of these digital

innovations. Insufficient data not only limits

analytical depth but also impedes the customization

of healthcare solutions to cater to the diverse and

complex needs of patients (Berros et al., 2023).

One significant challenge in augmenting data

availability stems from the willingness of users to

share their personal and health-related data

(Frishammar et al., 2023). Data privacy and security

concerns are paramount for many individuals, leading

to hesitancy in contributing their data to digital health

databases. Not surprisingly, this is amplified by the

sensitive and confidential nature of health data.

Kruschitz affirms that addressing this concern

requires a multi-faceted approach that includes

establishing robust data privacy and security

protocols, offering transparent communication

regarding data usage, and ensuring consent-based

data collection and sharing mechanisms. The

integration of stringent ethical guidelines and legal

frameworks is essential to instil confidence among

users, facilitating a more abundant and diverse

accumulation of data that can propel the advancement

of DHT(Deplazes-Zemp et al., 2020; Iqbal and Biller-

Andorno, 2022; Maccaro et al., 2023).

3 DISCUSSION & CONCLUSION

The demographic evolution occurring in Austria,

characterized by an aging population, presents a

complex challenge that intersects healthcare,

economics, and societal well-being (Kiniorska et al.,

2023). MavieNext, as a conduit of innovation and

adaptability, exemplifies the integration of

technology and healthcare. Rooted in a philosophy of

comprehensive, adaptable, and future-ready

solutions, the organization is an archetype of the

transformative power of DHT amidst evolving

healthcare demands.

Our dialogue with Erich Kruschitz, CEO of

Mavie Next, offers critical insights into this

transformation. Kruschitz’s perspectives shed light

on the importance of data in navigating the

complexities of modern healthcare in Austria. He

advocates for a paradigm shift that emphasizes

enhanced data sharing, regular collaborative

initiatives, and overcoming the barriers to data

availability. These elements are crucial for leveraging

the full potential of DHTs, positioning data as the

keystone of innovation, efficiency, and patient-

centric care. Importantly, the insights from Kruschitz

extend beyond the confines of Mavie Next, informing

broader strategies within the Austrian healthcare

system. His views illustrate how a data-driven

approach can be instrumental in addressing the

unique challenges posed by an aging population.

Given that, this approach can also lead to improved

healthcare services, more efficient and personalized

resource allocation, and enhanced quality of life for

older adults. By showcasing how Mavie Next

harnesses data for healthcare innovation, the

discussion provides a model that can be replicated by

other healthcare organizations in Austria and

motivate change. For this reason, this approach

underscores the potential for DHTs to play a

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significant role in transforming healthcare practices,

policy development, and service delivery across the

nation, aligning with national goals of enhancing

healthcare quality and accessibility.

In summary, our interview with Kruschitz not

only highlights Mavie Next's objectives but also

serves as a valuable case study for the Austrian

healthcare system at large. It underscores the need for

a systemic embrace of digital innovation and data-

centric strategies to meet the evolving healthcare

needs of the population globally.

CONFLICTS OF INTEREST

PH and TK are affiliated with the Centre for Digital

Health Interventions (CDHI), a joint initiative of the

Institute for Implementation Science in Health Care,

University of Zurich; the Department of

Management, Technology, and Economics at Swiss

Federal Institute of Technology in Zürich; and the

Institute of Technology Management and School of

Medicine at the University of St Gallen. CDHI is

funded in part by CSS, a Swiss health insurer and

MavieNext, an Austrian healthcare provider. TK is

also a co-founder of Pathmate Technologies, a

university spin-off company that creates and delivers

digital clinical pathways. However, neither Pathmate

Technologies nor CSS was involved in this research.

ACKNOWLEDGEMENTS

We express our sincere gratitude to Erich Kruschitz

for his invaluable contributions to this work. His

willingness to share insights and dedicate his time has

significantly enriched our understanding of the

Austrian healthcare landscape and the role of DHT.

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APPENDIX

Topics of interest at the 17th International Joint

Conference on Biomedical Engineering Systems and

Technologies (BIOSTEC, 2024) include, but are not

limited to:

 How to make prevention successful?

 How to make healthy longevity successful?

 How to make healthy aging successful?

 How to make elderly care successful?

 How to cope with the economic burden of

non-communicable diseases?

 Which emerging business models in digital

health are promising?

 What needs to change in terms of regulations

to make digital health successful?

 What is the future role of a health insurance

company?

 Which digital health technologies (DHTs)

are already used and reimbursed? In which

fields? What are those offerings? How are

these paid for? (self-paid, basic insurance,

additional insurance, etc.)

 Are you offering DHTs? Did you develop

these DHTs yourself or are you partnering

with startups or other companies?

 Do you offer DHTs rather in the prevention

or in the management of diseases?

 For which diseases do you think we need

DHTs most? Why? Where do you think

DHTs will work best? (what kind of disease

and persona)

 What is your main goal of offering these

DHTs? (new revenue streams, cost-

efficiency, customer loyalty)

 What is the importance of business

ecosystems for these DHTs?

 What kind of learnings did you generate so

far? Are there DHTs that worked better than

others? Why?

 Could you already assess the effectiveness

and/or efficiency of DHTs?

 What kind of DHTs failed? What were the

reasons?

 How would you improve DHTs you are

offering?

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