Poulin, Marc2022-04-212022-04-21© 20172017Poulin, M. (2017). Implementing a mass customization business model in the health industry. In R. Benlamri & M. Sparer (Eds.) Leadership, Innovation and Entrepreneurship as Driving Forces of the Global Economy. Springer Proceedings in Business and Economics (pp. 131-139). Springer, Cham. https://doi.org/10.1007/978-3-319-43434-6_11978-331943433-921987246https://doi.org/10.1007/978-3-319-43434-6_11http://hdl.handle.net/20.500.12519/542The healthcare industry is undergoing many challenges due to rising costs, lower governmental support, and ineffectiveness of many treatments. One popular approach to address these issues is the P4 vision where prevention and patient participation is paramount. To implement these newer approaches, there are business process challenges in order to control costs and offer the new personalized approach. The mass customization business model has been successful in offering various levels of personalization with costs and delivery delays similar to mass production. Although it has been researched and implemented for the manufacturing industry, research has shown potential in the service industry. This article presents a business model founded on mass customization to address certain challenges in the health industry. The article discusses the issues and presents an approach to remedy the problems. The business model is demonstrated through an actual global health company head quartered in Dubai. © 2017, Springer International Publishing Switzerland.enLicense to reuse abstract has been provided by Springer Nature and Copyright Clearance Center.B2CBusiness modelHealthcare industryITMass customizationConference PaperCopyright : © 2017, Springer International Publishing Switzerland.