Future thinking : the role of marketing in healthcare
Purpose: The purpose of this paper is to discuss how, using a futures studies perspective, marketing is uniquely positioned to address future challenges facing health-care service systems. Design/methodology/approach: The futures studies perspective involves predicting probable, preferable and possible futures. Using digital and face-to-face data collection methods, health-care professionals, academics and patients were asked about their perspectives and expectations of health care’s future. Using grounded theory, responses were analyzed to a point of thematic saturation to expose the immediate probable future and a preferred future of health care. Findings: Patients expressed a desire to participate in health-care delivery, impacting caregivers’ roles. Thus, co-creation of value in this context is contingent on the relationship among stakeholders: patients, patients’ families, caregivers and health-care organizations. Concordance, a type of value co-creation, is an effective way for physicians and patients to ameliorate health outcomes. Research limitations/implications: Although a more diverse sample would be ideal, insight from health-care professionals, academics and patients across global regions was obtained. Practical implications: To achieve a preferred future in health care, practitioners should implement a three-pronged approach, which includes health promotion and prevention, appropriate use of technology in health care and concordance. Originality/value: Using patients, health-care professionals and academics, this research broadens the concept of value co-creation in health care. Additionally, paths (i.e. promotion and prevention, technology use and concordance) to a preferred health-care future are uncovered.
Year of publication: |
2019
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Authors: | Anderson, Sidney ; Rayburn, Steven W. ; Sierra, Jeremy J. |
Published in: |
European Journal of Marketing. - Emerald, ISSN 0309-0566, ZDB-ID 2002936-6. - Vol. 53.2019, 8 (12.08.), p. 1521-1545
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Publisher: |
Emerald |
Saved in:
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