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Chapter 1 starts by outlining the complex setup in the healthcare sector that shows structural differences to other sectors. Recent developments in the field of innovation advocate for the approach of open innovation that may help to tackle these challenges. Especially using the innovation potential of healthcare consumers appears to be a critical resource hardly explored. Through the proliferation of health-related online platforms that pool various types of healthcare consumers, the need emerges to better understand the contribution of such platforms for innovation in healthcare. Four examples from practice illustrate available models today and demonstrate its relevance. Apart from its real‐world relevance, the academic relevance is derived in Chap. 1 by specifying current research gaps that provide the motivation for this research. Based on that, the research questions for this work are formulated. Chapter 1 then finishes with an overview of the structure of this thesis.