Chunyu Yisheng (Chunyu) was the largest mobile health (m-health) application in China. Since its creation in July 2011, the application had focused on providing online medical information and consultations with professional doctors. Chunyu's business model was based on free and premium online health care services. In the first three years, Chunyu gained more experience than profits. The primary concern for the founder and chief executive officer of Chunyu was to find a profitable and value-creating business model. Two potential solutions for Chunyu were to rebuild the current online consultancy-based model or move to an alternative profitable and long-term value-creation model. How should the founder and chief executive officer choose which option to pursue?
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