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In today's fiercely competitive business climate, the importance of innovation in making profits cannot be overstated. However, in the eHealth sector, innovative firms often fail to capture economic returns from their invention although lots of local eHealth initiatives have been proven effective in many ways. Designing robust business models has become an issue and businessmen are looking for new tools to help them. This article presents a new business model design tool and puts it into practice. It is based on the financial flow modeling (FFM) method and applies this complex system modelling method to model and compare business model canvas. The methodology is tested on an innovative healthcare service and deal with both the design of its business model and its national deployment. The design of business models based on canvas alongside the FFM method should help both project promoters and investors to understand the limitations and the assumptions underlying the model. Thus, it shall strengthen business models as key elements in the decision making process. Furthermore, the use of both systemic approach and dynamic models may increase possibilities in creating shared value and profits maximization.
