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Digital healthcare once again emerges due to pandemic (Covid-19). Digital healthcare can be minimising the issue of accessibility, availability, accuracy and affordability of healthcare service during a pandemic. Digital healthcare playsa significant role to provide healthcare equity during the pandemic. This article presents the current trends and scenario of digital healthcare with a focus on health equity. The main objective of this chapter is to review the four aces of health equity in the digital healthcare literature. The scope and challenges faced by the policymakers to implementation of digital healthcare to improve health equity. This chapter considers the hybrid literature review based on the bibliometric and the systematic literature based on the various theme, sub-theme, concept and context-related health equity through digital healthcare. This study provides the previous and current research trends and preposition for the future researcher, healthcare professional, policymakers and digital healthcare innovators to invent the tool which leads the health equity through the digital healthcare in the healthcare.

The purpose of this paper is to design a future value stream map of the system and patient pathway with lean health care application tools in terms of quality improvement (QI) in order to decrease the non-value-added activities for patients, doctors, and nurses for a radiology unit in a public hospital based in Istanbul, Turkey.

Data are collected from personal observations, information technologies unit, and authorized employees. In order to measure subprocesses, some qualitative data are transformed into quantitative data via authorized employees’ experiences. Moreover, data tracking and keeping systems are too poor for revealing the current situation.

The current value stream map of the system of the radiology department of a public education and research hospital was analyzed and the future value stream map of the system and patient pathway was redesigned with lean health care application tools in terms of QI.

The greatest limitation is the resistant to change and fear of talking on mistakes and low performances.

This paper states an example of a current and future value stream map showing step by step where the bottlenecks are and how these can be improved and what specific benefits will this analysis bring to the health care system. It will be useful for both academicians and practitioners on how to apply lean to health care.

The purpose of this paper is to improve the mammography and ultrasound screening processes to increase the healthcare system quality and patients’ pleasantness while decreasing costs.

The data storage system is very insufficient so that data are collected from hospital staff and by personal observations. A lean management tool, value stream mapping is used to see the general view of the radiology department with its problems at a glance. Data and the map are used as a guide to conduct a quality house to make a prioritization between the problems, to decide which one to solve first, of patients at the hospital.

Problems of the radiology department related to mammography and ultrasound and suggestions to these problems according to the quality house conducted.

The paper consequently focuses on the value creation process and on how to revisit managing for quality in the systems perspective.

One of the main reasons for increase in mortality rate in woman is breast cancer. Accurate early detection of breast cancer seems to be the only solution for diagnosis. In the field of breast cancer research, many new computer-aided diagnosis systems have been developed to reduce the diagnostic test false positives because of the subtle appearance of breast cancer tissues. The purpose of this study is to develop the diagnosis technique for breast cancer using LCFS and TreeHiCARe classifier model.

The proposed diagnosis methodology initiates with the pre-processing procedure. Subsequently, feature extraction is performed. In feature extraction, the image features which preserve the characteristics of the breast tissues are extracted. Consequently, feature selection is performed by the proposed least-mean-square (LMS)-Cuckoo search feature selection (LCFS) algorithm. The feature selection from the vast range of the features extracted from the images is performed with the help of the optimal cut point provided by the LCS algorithm. Then, the image transaction database table is developed using the keywords of the training images and feature vectors. The transaction resembles the itemset and the association rules are generated from the transaction representation based on a priori algorithm with high conviction ratio and lift. After association rule generation, the proposed TreeHiCARe classifier model emanates in the diagnosis methodology. In TreeHICARe classifier, a new feature index is developed for the selection of a central feature for the decision tree centered on which the classification of images into normal or abnormal is performed.

The performance of the proposed method is validated over existing works using accuracy, sensitivity and specificity measures. The experimentation of proposed method on Mammographic Image Analysis Society database resulted in classification of normal and abnormal cancerous mammogram images with an accuracy of 0.8289, sensitivity of 0.9333 and specificity of 0.7273.

This paper proposes a new approach for the breast cancer diagnosis system by using mammogram images. The proposed method uses two new algorithms: LCFS and TreeHiCARe. LCFS is used to select optimal feature split points, and TreeHiCARe is the decision tree classifier model based on association rule agreements.

Health Management and Leadership, Marketing Social Causes, Strategy, International Business.

Post-graduates, Practitioners.

General Electric has been operating in the Middle East, North Africa (MENA) region for over a century. GE is committed to corporate citizenship having launched ecomagination in 2005 and healthymagination in 2009. For sustainability, GE believes that both innovation and localization are critical. This case deals with contextualization of breast cancer campaign for the Kingdom of Saudi Arabia through healthymagination. Rania Rostom, Communications Director, Middle East, North Africa and Turkey region, GE, reviews the campaign implemented and looks at roll-out across the MENA region. The situation is unique, as breast cancer strikes women in the region ten years earlier than the West, and the cultural context does not allow the discussion of the topic in public. One of the peculiarities of this region was the high penetration of social media and its large adoption rate by the young. GE used a unique Facebook campaign to drive awareness on the topic, encourage screening appointments, seek treatment and reduce the discomfort associated with the process.

On completion of utilizing the case study as an exercise, students should be able to gain case-specific skills – critically examine the importance of the consumer behavior, health marketing, marketing strategy and aspects of international business in the Middle East, KSA, in particular, and demonstrate this by analyzing real regional/world examples using complex theoretical frameworks; identify examples of best practice and explain the dynamics toward consumer behavior, health marketing, marketing strategy, international business with reference to a range of theoretical models and apply these in a meaningful way to the MENA region – discipline-specific skills – synthesize and critically evaluate a corpus of academic literature and government reports on consumer behavior, health marketing, marketing strategy, international business – and personal and key skills – reflect on the process of learning and undertake independent/self-directed learning (including time management) to achieve consistent, proficient and sustained attainment; work as a participant or leader of a group and contribute effectively to the achievement of objectives in the field of consumer behavior, health marketing, marketing strategy, international business.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Data envelopment analysis (DEA) is used to determine the relative efficiency of the top-ranked gynecology departments in the United States as designated by the U.S. News & World Report ranking. DEA is a linear programming base procedure used to determine the relative efficiency of operating units that have similar characteristics. Efficiency scores are calculated by comparing two different input sets to the performance of each gynecological department. Ranking based on DEA more completely and accurately represents gynecological departments. Further, DEA makes it possible to fairly compare specific departments. The new ranking coupled with the efficiency score accrued by each hospital will motivate and guide hospital administrators to improve the performance of hospital gynecology departments by better utilizing expensive resources.

The purpose of this paper is to describe a novel, nanomaterial‐based X‐ray imaging technology, developed at the University of North Carolina.

The paper describes a unique X‐ray source, based on field emission from a carbon nanotube (CNT) cold cathode and discusses its application to computer tomography (CT).

CNT‐based X‐ray sources are shown to offer improved performance over conventional thermionic devices and allow the design of gantry‐free, stationary CT systems with faster scanning speeds and better image quality. The field emission technology has been commercialised by Xintek and a joint venture with Siemens, XinRay Systems, aims to commercialise CT imagers based on the technology.

The paper describes a novel approach to the generation of X‐rays and its use in medical CT imaging systems.

The social marketing literature tends to focus on upstream marketing (policy) and downstream (individual behaviour change) and has a limited view on midstream (working with partners and community groups) social marketing. The paper proposes midstream social marketing should also include an understanding of how services and service employees influence and support individual behaviour change goals. The paper presents four key services marketing principles – derived from services theory and thinking – which the paper believes to be essential for implementing effective midstream social marketing.

This is a conceptual paper that uses service theory and case-examples to show how service thinking can be used as a midstream social marketing approach.

For effective uptake and impact of social marketing services amongst people and populations, social marketers need to design programs that consider the service experience, the service employee, service quality/customer value and the active role of the customer in value creation.

Services marketing is a well-established sub-discipline of marketing which, until recently, has not interacted with social marketing. The extension and application of services theory for social marketing can enrich and propel the social marketing discipline forward. Further research is recommended to evaluate how service principles can be applied in practice.

Given that social marketing services tend not to be accessed in sufficient numbers by the people who most need them, social marketers need to think beyond the technical, cognitive, and organisational-focused goals when designing social services.

This paper identifies key service theories that social marketers should understand and use and is thus a source of fresh ideas for theory and practice.

This paper aims to apply the Six Sigma methodology to improve workflow by eliminating the causes of failure in the medical imaging department of a private Turkish hospital.

Implementation of the design, measure, analyse, improve and control (DMAIC) improvement cycle, workflow chart, fishbone diagrams and Pareto charts were employed, together with rigorous data collection in the department. The identification of root causes of repeat sessions and delays was followed by failure, mode and effect analysis, hazard analysis and decision tree analysis.

The most frequent causes of failure were malfunction of the RIS/PACS system and improper positioning of patients. Subsequent to extensive training of professionals, the sigma level was increased from 3.5 to 4.2.

The data were collected over only four months.

Six Sigma's data measurement and process improvement methodology is the impetus for health care organisations to rethink their workflow and reduce malpractice. It involves measuring, recording and reporting data on a regular basis. This enables the administration to monitor workflow continuously.

The improvements in the workflow under study, made by determining the failures and potential risks associated with radiologic care, will have a positive impact on society in terms of patient safety. Having eliminated repeat examinations, the risk of being exposed to more radiation was also minimised.

This paper supports the need to apply Six Sigma and present an evaluation of the process in an imaging department.