CROWDSOURCING AND UBERIZATION: A CASE STUDY ABOUT STARTUP DOCWAY

Abstract

The use of crowdsourcing and uberization concepts are essential for the business model adopted by Docway, a Brazilian startup providing health services, which uses a multilateral platform model to connect medical doctors and patients, by means of a digital platform. The case study that was performed, having the company as the research object, allowed us to understand particularities of the innovative environment in which the company uses technology to bring customers and servisse providers together and crowdevaluation to assess the quality of offered services. After the data collection, it was possible to perceive the similarity that exists between the company's processes and Uber', being the organization known as Doctors’ Uber. Although the comparison is not seen positively by Docway´s CEO, there are similarities between the processes of the two companies and, even if one is not legally allowed to rank medical doctors based on patient’s evaluations, the way Uber does with drivers, patient evaluations are used to set the order in which medical doctors are presented in the app’s screen.