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With the increasing dependence on market-based distribution of health-care resources in the USA, spending on health-care service advertisements directly targeting consumers has also increased. Previous research has shown that the ads fail to deliver information deemed essential by regulators. Nevertheless, the attitude of consumers toward health-care service advertising has been more positive than negative. The purpose of this study is to create a taxonomy of advertising information features to better describe the relationships between information features in the advertisements and consumer attitudes toward them.

A cross-sectional survey was conducted with 128 health-care consumers in a western state in the USA.

Factor analysis generated seven groups of information features. Among them, information features about access, cost and quality of care were rated as most helpful, whereas providers’ clinical qualifications and communication were rated least helpful. The advertising attitude measure was validated to contain two subscales, one regarding health-care service advertising and the other regarding physicians who advertise. People who highly rated the consumerism features had more positive attitudes toward health-care service advertising and people who highly rated provider clinical qualification features had more negative attitudes toward advertising physicians.

This study made methodological improvements in health-care service advertising research that would be crucial for its theoretical development. It also shed light on consumer characteristics and perceptions about information features that could influence their attitudes toward health-care service advertising.

As consumer health-care spending increases, so does the need for effective communication of preventive health-care information (PHCI) with the potential to prompt lifestyle changes. Through proactive, effective dissemination of PHCI, health-care service providers can minimize and prevent costly health conditions while improving the efficiency of a traditionally reactive health-care system. Taking into account the considerable time consumers spend on social media and networks (SM&N) and hefty health-care spending among Baby Boomer and Generation X consumers, this study aims to address critical questions concerning the importance of SM&N for gathering PHCI, SM&N preferences for gathering PHCI and the types of behavioral changes consumers have pursued in response to PHCI.

Designed as a generational cohort analysis, this study is based on the responses of 936 Baby Boomer and Generation X respondents to a questionnaire containing 200 items related to PHCI and social/digital media as a vehicle for acquiring both general and preventive health information. Crosstab analysis was used to examine differences in the characteristics of the generational cohorts. Analysis of variance (ANOVA) was used to assess differences in the degree of importance Baby Boomer and Generation X health consumers assign to 28 SM&N sites as delivery systems of PHCI. The researchers used ANOVA to determine generational differences in behavioral changes associated with a healthier lifestyle as a result of exposure to PHCI.

There are significant differences in the characteristics of Baby Boomer and Generation X cohorts. Generation X health-care consumers assign greater importance to SM&N sites as PHCI delivery systems. Additionally, Generation X health-care consumers report greater behavioral change resulting from exposure to PHCI.

New information is provided concerning health-care consumer perceptions of SM&N as a source of PHCI and the behavioral changes consumers pursue as a result of PHCI exposure.

This paper measures the effectiveness of interactive health-care marketing activities, explaining the role of SM&N as an effective source of PHCI and providing marketers with insights useful for PHCI content management and dissemination.

Effective dissemination of PHCI via SM&N may help prevent illness among Baby Boomer and Generation X consumers and, accordingly, improve quality of life while easing the increasing pressure on the US health-care system.

Study results evidence the value of SM&N sites to health service providers as they endeavor to improve and extend consumer lives through dissemination of PHCI. Ideas and insights within this paper will inform and enhance social media marketing management practices within pharmaceutical and health-care organizations.

Consumer‐driven health care (CDHC) has been proposed to reduce the USA health care costs through greater free market economic exposure. The purpose of this paper is to review the USA health care system, insurance plans, and CDHC plan elements and assumptions regarding patients, service providers, and insurers, in order to identify research and social marketing needs of CDHC.

The paper is an assessment of literature from academic and practitioner communities.

Social marketing programs can contribute to preparing consumers and practitioners for CDHC. However, the degree to which CDHC can reduce health care costs is uncertain. More research is needed comparing CDHC plans with traditional plans and comparing CDHC enrollees with enrollees in other types of plans to determine the true benefits and costs of CDHC and to identify consumers' information needs. Research is needed into how to gather and provide understandable health care provider quality and cost‐effectiveness information, and into how current insurers can help consumers make effective CDHC decisions. Research is needed as to how CDHC is perceived by consumers, providers, and insurers, and the use of CDHC reimbursement accounts and their effect on behavior and costs. Research is also needed into which decisions can be made by consumers without specialized professional knowledge. Provider research is needed into outcome risk adjustments, how practitioners view CDHC, how willing practitioners are to participate in a more open‐free market, and how CDHC may affect professional practices.

Insights gained from this paper can contribute to social marketing program designs needed for practitioner and consumer acceptance and effective use of CDHC.

This paper offers a conceptualization of two dimensions of health care markets in the US, their interaction, and implications of that interaction. The combination of the amount of consumer out-of-pocket financial responsibility and the level of information available to consumers about services and pricing (along with accompanying potential decision-making empowerment) may well determine the way in which health care consumers will interact with health insurers and providers for many years to come. This paper presents a way to model the interaction of these dimensions. The interaction yields four possible future scenarios for health care in the US. These scenarios, in turn, can assist the major stakeholders in the health care system in what may well prove to be fate-making decisions. Finally, different scenarios suggest different entrepreneurial activity.

This paper considers the impact of the Internet on professional services, which are characterised by high levels of interpersonal interaction and where a significant component of the service product is information and expertise. For such services the Internet is primarily an accessible information resource, which has potential to fundamentally change the way in which consumers interact with service providers. The context for the research is healthcare, a professional service that has traditionally been characterised by an information asymmetry that has rested power in the hands of the professional. Based on interviews with healthcare professionals, Web site hosts and consumers, this paper considers the way in which consumers use the Internet to educate themselves about their condition and the consequent effect on the service encounter and the doctor/patient relationship. The findings indicate that patients are increasingly engaging in virtual, parallel service encounters that change the nature of the primary encounter and present challenges to professionals both in terms of relationships and their professional judgement.

The purpose of this study is to explore how vulnerable healthcare consumers foster social support through visual storytelling in social media in navigating healthcare consumption experiences.

This study employs a dual qualitative approach of visual and textual analysis of 180 Instagram posts from female breast cancer patients and survivors who use the platform to narrate their healthcare consumption experiences.

This study demonstrates how visual storytelling on social media normalises hidden aspects of healthcare consumption experiences through healthcare disclosures (procedural, corporeal, recovery), normalising practices (providing learning resources, cohering the illness experience, problematising mainstream recovery narratives) and enabling digital affordances, which in turn facilitates social support among vulnerable healthcare consumers.

This study highlights the potential for visual storytelling on social media to address shortcomings in the healthcare service system and contribute to societal well-being through co-creative efforts that offer real-time and customised support for vulnerable healthcare consumers.

This research highlights that visual storytelling on image-based social media offers transformative possibilities for vulnerable healthcare consumers seeking social support in negotiating the challenges of their healthcare consumption experiences.

This study presents a framework of visual storytelling for vulnerable healthcare consumers on image-based social media. Our paper offers three key contributions: that visual storytelling fosters informational and companionship social support for vulnerable healthcare consumers; recognising this occurs through normalising hidden healthcare consumption experiences; and identifying healthcare disclosures, normalising practices and enabling digital affordances as fundamental to this process.

The purpose of this paper is to provide an understanding of the utilization, attitudes, and concerns of health care consumers and providers about biometrics.

Data were analyzed from a survey of 324 adult subjects, including 167 “health care consumers” and 157 “healthcare providers.”

Health care providers were found more accepting of biometric technologies than consumers, a finding that seems to follow from more familiarity and experience with those technologies. Feelings about the potential uses and limitations of biometrics were found to be more differentiated among providers than consumers. Yet, concerns about privacy and the need for information limits were identifiable as important feelings among providers and consumers alike. Finally, demographic characteristics only weakly to modestly distinguished concerns about privacy and confidentiality among health care consumers and providers.

The findings reported here suggest the need for additional research into the types of biometrics adopted in diverse health care settings and into the nature of innovators or early adopters.

If biometrics is to gain acceptance, there seems to be a need for different promotion strategies for providers and consumers. Also, concerns for personal privacy will need to be considered.

This paper fills an important gap in understanding the uses, feelings, and concerns about biometrics among health care consumers and providers.

The increasing financial burden and complexity of health-care services, exacerbated by factors such as an ageing population and the rise of chronic conditions, necessitate comprehensive and integrated care approaches. While co-created service design has proven valuable in transforming some service industries, its application to the health-care industry is not well understood. This study aims to examine how health consumers are involved in health-care service co-creation.

The study searched 11 electronic databases for peer-reviewed articles published between 2010 and 2019. Additionally, hand searches of reference lists from included studies, Google^© citation searches and searches for grey literature were conducted. The Whittemore and Knafl integrative framework guided the systematic review, and Callahan’s 6 Ws framework was used to extract data from the included articles, facilitating comparisons.

The authors identified 21 articles, mainly from the UK, North America and Australia. Despite the need for more research, findings reveal limited and geographically narrow empirical studies with restricted theory and method applications. From these findings, the authors constructed a conceptual model to enhance nuanced understanding.

This study offers four contributions. First, it introduces the Health Service Design Transformation Model for Comprehensive Consumer Co-Creation, illustrating health consumers’ multifaceted roles in shaping services. Second, consumer vulnerabilities in co-creating services are identified, linked to diverse consumer groups, power dynamics and decision complexity. Third, this study suggests broadening participant inclusion may enhance consumer-centricity, inclusivity and innovation in service design. Finally, the research agenda explores consumer experiences, organizational dynamics, value outcomes and co-creation theory for health-care service advancement.

The overall purpose of this empirically validated research paper is to determine factors that impact the success of using social media channels by consumers for salvaging health-care information by integrating constructs of the information system (IS) success model, e-health service quality and perceived usefulness during pre- and post-COVID settings.

Online survey responses of 243 consumers for study 1 and 184 consumers for study 2 were validated using factor analysis to understand consumers’ attitudes toward social media use. Constructs from existing literature and theories have been extracted to develop the proposed model, which has been empirically validated through statistical tests. A paired-samples t-test was also conducted to compare the customer satisfaction mean of pre- and post-COVID conditions; and word of mouth (WOM) for pre- and post-COVID conditions.

The outcome of this study supports that service quality and information quality conclusively influence customer satisfaction of consumers for health-care information among respondents pre COVID, and service quality, perceived usefulness and information quality conclusively affect customer satisfaction of consumers for health-care information among respondents post COVID. Furthermore, the e-health service quality contributes noteworthy in shaping the consumers’ satisfaction with social media usage for study 2 and information quality for study 1. A paired-samples t-test revealed that the two groups behaved significantly differently for customer satisfaction and WOM in the two groups.

At prima facie, this study has a geographical limitation for the sample size. The respondents for the online research were from the urban suburb of Bengaluru, India. The data collection has not focused on any precise social media channel.

Identification and comprehension of constructs that influence consumer satisfaction related to social media usage for health-care information can assist health-care managers in developing appropriate strategies for consumers to maximize social media usage. Moreover, this study provides an insight into the consumer’s perception of using social media channels for seeking health-care information.

This study recommends an empirically validated model for the success of social media in a consumer setting for the health-care scenario. This research is a unique attempt that inspects social media satisfaction by adapting constructs from existing theories of the IS success model, e-health service quality and perceived usefulness.

Policy reforms to primary health care delivery in New Zealand required government-funded firms overseeing care delivery to be constituted as nonprofit entities with governance shared between consumers and producers. This paper examines the consumer and producer interests in these firmsʼ allocation of ownership and control utilising theories of competition. Consistent with pre-reform patterns of ownership and control, provider interests appear to have exerted effective control over these entitiesʼ formation and governance in all but a few cases where community (consumer) control pre-existed. Their ability to do so is implied from the absence of a defined ownership stake and the changes to incentives facing the different stakeholding groups. It appears that the pre-existing patterns will prevail and further intervention will be required if policy-makers are to achieve their underlying aims.