Success factors of new health-care services

Kostis Indounas (Department of Marketing and Communication, Athens University of Economics and Business, Athens, Greece)
Aggeliki Arvaniti (Department of Marketing and Communication, Athens University of Economics and Business, Athens, Greece)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 16 November 2015



The purpose of this study is to provide insights into the success factors of new-to-the-firm health services.


The study was based on the case study methodology with three leading health organizations.


The study’s findings indicate that the success factors of new health services are largely in line with the literature on new service development. Our study also revealed the significance of two factors that have not been identified by previous studies, namely, branding and doctors’ participation in the new service development process.

Research limitations/implications

Introducing a successful new health service into the market seems to require an emphasis on a variety of factors related to the company’s internal and external environment, while two important characteristics are the role of branding and doctors. Despite its acceptance as a scientific method, the case study approach that was selected limits the ability to generalize the results to the broader health industry.


The current study represents one of the first attempts to examine the above topic in a health-related service context.



Indounas, K. and Arvaniti, A. (2015), "Success factors of new health-care services", Journal of Product & Brand Management, Vol. 24 No. 7, pp. 693-705.

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