Future thinking: the role of marketing in healthcare

Sidney T. Anderson · Steven W. Rayburn · Jeremy J. Sierra

59 citations0/0 files storedEuropean Journal of Marketing

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Service and Product Innovation Patient Satisfaction in Healthcare Healthcare, Law, Governance, and Management Studies

Abstract

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.

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References

2006Using thematic analysis in psychology 1981Snowball Sampling: Problems and Techniques of Chain Referral Sampling 2016Marketing Analytics for Data-Rich Environments 2012Health Care Customer Value Cocreation Practice Styles 2012Transformative service research: An agenda for the future 2005Grounded theory, ethnography and phenomenology 2005Qualitative research in marketing 2008Disruptive Innovation In Health Care Delivery: A Framework For Business-Model Innovation

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