The dominant logic of Big Tech in healthcare and pharma

•Alphabet, Amazon, Apple, IBM, and Microsoft have all built complex business models to access and penetrate the healthcare markets.•For example, Google focuses strongly on the development of artificial intelligence (AI)-powered technologies to support physicians in clinical decision-making. Verily addresses pharmaceutical research with AI-enabled and wearable technologies to collect user-generated physiological data to better understand diseases mechanisms and improve drug discovery.•Although each Big Tech has different intentions and strategies, three dominant business logics can be derived: (i) more proactive and preventive care, (ii) more efficient and accurate diagnoses, and (iii) more efficient and data-driven pharmaceutical R&D.•The market entry of Big Tech indicates that pharmaceutical companies must rethink their current business models. In particular, they must accelerate their digital transformation to catch up with Big Tech and drive their digital revolution. Digital health and digital pharma are considered supportive tools for patients and healthcare providers (HCPs), making the market highly attractive for industry players. Not surprisingly, Tech Giants have started to move into this area. We utilized established management models and publicly available information sources, such as annual company reports, and performed a thorough analysis to uncover the underlying business models of Alphabet, Amazon, Apple, IBM, and Microsoft in order to better understand their intention and course of entering the healthcare and pharma industries. Our results indicate that Big Tech or Tech Giants do address the needs of patients and physicians, while having built clear value propositions, value chains, and revenue models to sustainably revolutionize the healthcare and pharma industries.