New technologies are at the heart of industry transformation. Virtual and augmented reality companies provide fundamentally new ways of communication, treatment, education, and specialist training within the medical industry. However, business models for new ventures that target the medical industry have received scant attention within academic research. Using a multiple case study approach, we analyze how virtual and augmented reality firms create value for their customers in the medical industry. In all, we have studied eight companies that offer different types of solutions for their target segments. The results of the analysis are four design elements consisting of twelve positions and three design themes that define the similarities and differences between the business models for the companies. We contribute to existing research within the field by analyzing business models of the investigated companies using a design approach, classifying the virtual and augmented reality companies, and analyzing the role of new technology in the development of the medical industry.

新技术是产业转型的核心。虚拟和增强现实公司从根本上提供了医疗行业内通讯，治疗，教育和专科培训的新方法。但是，针对医疗行业的新企业的商业模式在学术研究中很少受到关注。使用多案例研究方法，我们分析了虚拟现实和增强现实公司如何为医疗行业的客户创造价值。我们总共研究了八家为目标细分市场提供不同类型解决方案的公司。分析的结果是四个设计元素，其中包括十二个职位和三个设计主题，它们定义了公司业务模型之间的异同。