Formation of a Smart Strategy for the Development of Startups in the Field of Digital Healthcare in the Context of Digitalization

The article examines the theoretical and methodological foundations for forming a SMART strategy for the development of startups in the field of digital healthcare in the context of active digitalization of the industry. Under the influence of transformations caused by the implementation of electronic medical services, the Internet of Medical Things (IoMT), telemedicine, and artificial intelligence, the role of startups as drivers of innovative solutions in the medical environment is increasing. The author substantiates the necessity of a clear strategic approach to the development of such projects, as in the absence of an efficient strategy, most startups face difficulties in scaling, institutional barriers, and limited resources. The study identifies the structural components of the SMART strategy (Specific, Measurable, Achievable, Relevant, Time-bound) adapted to the conditions of digital medicine. The key advantages of implementing SMART principles in the field of digital healthcare, as highlighted by the author, include the establishment of transparent and understandable goals that enhance trust on the part of investors, partners, and stakeholders; flexibility and adaptability of the strategy, enabling rapid responses to cybersecurity threats and changes in the digital landscape; improved interaction within the team along with strengthening the startup’s market position through focus and competitiveness of technological solutions. Special emphasis is placed on the market analysis and needs identification stage, which involves studying the regulatory environment, assessing technological trends, segmenting the target audience, and analyzing the competitive landscape. Key success factors for medical startups are examined, particularly the ability to integrate into the government eHealth system, adherence to cybersecurity standards, and a user-centric approach. Based on the synthesis of international and domestic experience, the author has developed a model for creating a smart strategy, which involves the phased implementation of an innovative product, the use of flexible business models, active interaction with medical institutions, and continuous adjustment of the strategic course based on data. The article proposes practical instruments for strategic planning in the field of digital healthcare, which can be used by both entrepreneurs and policymakers working in the development of the eHealth ecosystem.