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Article
Publication date: 1 January 2024

Rohan Kar and Anurag Wasnik

Health-care marketing typically entails a coordinated set of outreach and communications designed to attract consumers (patients in the health-care context) who require services…

Abstract

Purpose

Health-care marketing typically entails a coordinated set of outreach and communications designed to attract consumers (patients in the health-care context) who require services for a better health outcome and guide them throughout their health-care journey to achieve a higher quality of life. The purpose of this study is to understand the progress and trends in healthcare marketing strategy (HMS) literature between 2018 and 2022, with a special emphasis on the pre- and post-Covid-19 periods.

Design/methodology/approach

The authors examine 885 HMS-related documents from the WOS database between 2018 and 2022 that were extracted using a keyword-based search strategy. After that, the authors present the descriptive statistics related to the corpus. Finally, the authors use author co-citation analysis (ACA) and bibliographic coupling (BC) techniques to examine the corpus.

Findings

The authors present the descriptive statistics as research themes, emerging sub-research areas, leading journals, organisations, funding agencies and nations. Further, the bibliometric analysis reveals the existence of five thematic clusters: Cluster 1: macroeconomic and demographic determinants of healthcare service delivery; Cluster 2: strategies in healthcare marketing; Cluster 3: socioeconomics in healthcare service delivery; Cluster 4: data analytics and healthcare service delivery; Cluster 5: healthcare product and process innovations.

Research limitations/implications

This study provides an in-depth analysis of the advancements made in HMS-related research between 2018 and 2022. In addition, this study describes the evolution of research in this field from before to after the Covid-19 pandemic. The findings of this study have both research and practical significance.

Originality/value

To the best of the authors’ knowledge, this is the first study of its kind to use bibliometric analysis to identify advancements and trends in HMS-related research and to examine the pattern before and after Covid-19 pandemic.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 11 September 2007

Mark J. Kay

The purpose of this paper is to develop a perspective on what is “salient” or critical to the discipline of healthcare marketing by analyzing and contrasting the consumer (or…

7329

Abstract

Purpose

The purpose of this paper is to develop a perspective on what is “salient” or critical to the discipline of healthcare marketing by analyzing and contrasting the consumer (or patient) perspective with the institutional (or organizational) perspective. This “salience issue” is complicated by the structural problems in healthcare such as societal service systems, advances in medical technology, and the escalating costs of care. Reviewing selected studies, the paper examines how consumers face increasingly difficult health choices.

Design/methodology/approach

The paper examines the different priorities and goals for marketing that are implied by both patient and organizational perspectives in healthcare, focusing primarily on the excesses of the more “market‐based” US healthcare system.

Findings

Healthcare organizations need to better utilize marketing tools to inform consumers and assist their healthcare decisions. This effort needs to be balanced by healthcare organizations that can support the demand to improve quality and increase accessibility of care.

Originality/value

The perspective on the consumer (or patient) often becomes clouded amid the operation of increasingly complex and convoluted healthcare systems. A new perspective on healthcare marketing needs to be considered. Greater consumer access to healthcare information could improve patient decision making. To accomplish this, greater institutional diffusion of evidence‐based healthcare practices is needed to improve organizational performance.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 1 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 6 February 2020

Pradeep Kumar, Sanjay Kumar Singh, Vijay Pereira and Erasmia Leonidou

The purpose of this paper is to identify the constituents of cause-related marketing (CRM) capabilities in the context of an emerging market healthcare sector, by incorporating…

1197

Abstract

Purpose

The purpose of this paper is to identify the constituents of cause-related marketing (CRM) capabilities in the context of an emerging market healthcare sector, by incorporating the resource-based view alongside the dynamic capability perspective. Moreover, the authors aim to illustrate how the typologies of CRM capabilities help to achieve service innovation whilst taking into consideration the role of service flexibility (SF) and service climate.

Design/methodology/approach

The authors develop a research framework through a representative and novel case study in the Indian healthcare market by utilizing and analyzing the subject-specific literature. Furthermore, a quantitative survey of healthcare professionals was conducted to assess the relationships utilizing PLS–SEM.

Findings

After identifying the constituents of CRM capabilities, the study confirms the mediating mechanism of SF between CRM capabilities and service innovation. Furthermore, findings from the study suggest that service climate positively moderates the relationship between CRM capability and SF.

Research limitations/implications

The study was conducted in the emerging country healthcare market of India. Thus, the generalizability of the framework needs to be tested in a similar or contrasting context. Furthermore, the sample size for the study was limited to healthcare professionals, and the customer’s perspective was missing.

Originality/value

This paper is a first step to identify the specific dimensions of CRM capability and explain it as a higher-order factor. The study further provides an integrative framework that includes CRM capability, service innovation, SF and service climate. More specifically, it enhances the understanding of the constituents of the CRM capabilities and their influence on service innovation.

Details

International Marketing Review, vol. 37 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 4 April 2016

Muhammad Kashif, Siti Zakiah Melatu Samsi, Zainudin Awang and Mahadzirah Mohamad

The customer experience quality (EXQ) cannot be measured by using traditional tools to investigate service quality. There is a need to use new tools to directly measure EXQ from a…

1576

Abstract

Purpose

The customer experience quality (EXQ) cannot be measured by using traditional tools to investigate service quality. There is a need to use new tools to directly measure EXQ from a customer perspective. The current study aims to contribute in this domain of knowledge and validate EXQ scale by linking it to marketing outcomes of satisfaction, loyalty and word of mouth in Malaysian private healthcare settings.

Design/methodology/approach

The authors collected data from 330 randomly selected Malaysians, visiting private hospitals in the city of Kuala Lumpur. The data analysis is performed by confirmatory factor analysis using structural equation modelling – SEM – procedures.

Findings

The results reveal that two dimensions of EXQ scale moments of truth and peace of mind are highly valued by customers. Furthermore, the EXQ perceptions significantly contribute to satisfaction and loyalty. In a mediating relationship, the customer satisfaction is found to be a positive and significant variable.

Practical implications

Healthcare marketing policymakers should emphasize on recruitment of frontline staff – individuals with strong interpersonal skills and expertise who are able to create a memorable customer service experience.

Originality/value

The study is an original contribution to the existing body of knowledge – generally in services marketing literature and specifically in the field of healthcare marketing with a focus on customer experience in a developing country context of Malaysia.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 4 December 2020

Hualong Yang, Helen S. Du and Wei Shang

Despite the prevalent use of professional status and service feedback in online healthcare markets, the potential interaction relationship between two types of information is…

Abstract

Purpose

Despite the prevalent use of professional status and service feedback in online healthcare markets, the potential interaction relationship between two types of information is still unknown. This study used the signaling theory to examine the substitute relationship between professional status and service feedback in patients' doctor choice, as well as the moderating effect of illness severity.

Design/methodology/approach

To test the paper's hypotheses, we constructed a panel data model using 418 doctors' data collected over a period of six months from an online healthcare market in China. Then, according to the results of the Hausman test, we estimated a fixed-effects model of patients' choice in online healthcare markets.

Findings

The empirical results showed that the effect of a doctor's professional status and service feedback on a patient's doctor choice was substitutable. Moreover, patients' illness severity played a moderating role, in that the influence of professional status on a patient with high-severity illness was higher than that on a patient with low-severity illness, whereas the influence of service feedback on a patient with low-severity illness was higher than that of a patient with high-severity illness. In addition, we found that illness severity negatively moderated the substitute relationship between professional status and service feedback on a patient's choice.

Originality/value

These findings not only contribute to signaling theory and research on online healthcare markets, but also help us understand the importance of professional status and service feedback on a patient's choice when seeking a doctor online.

Details

Internet Research, vol. 31 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 12 February 2018

Hélène Laurell

The purpose of this paper is to explore how different country-specific institutional healthcare settings affect an international new venture’s (INV’s) selling strategies and…

1221

Abstract

Purpose

The purpose of this paper is to explore how different country-specific institutional healthcare settings affect an international new venture’s (INV’s) selling strategies and internationalization process when commercializing a medical technology innovation.

Design/methodology/approach

The study is based on a longitudinal in-depth case study approach with a comparative healthcare analysis in Sweden, UK, Germany and the USA.

Findings

An institutional framework helps elucidate the regulative, normative and cultural-cognitive dimensions in different healthcare settings. National markets differ when operating in a healthcare setting and thus affect both sales patterns and the internationalization process. In this study, three different sales patterns emerged from the countries’ and even regions’ distinctive institutional differences. Although the actual internationalization process starts from the INV’s inception, the subsequent internationalization process was both slow and focused due to institutional diversity and complexity.

Practical implications

Every nation has its own unique healthcare structure, indicating the importance of choosing markets that facilitate a swift uptake of a specific medical technology innovation. Commercializing a medical technology innovation in different country-specific healthcare settings is a lengthy, complex and costly process, especially if new behaviors and routines need to be created.

Originality/value

The paper contributes to the international entrepreneurship-marketing interface by developing an analytical framework for understanding country differences in relation to regulative, normative and culture-cognitive dimensions and by advancing six propositions related to the role of institutional healthcare settings and their impact on INVs’ sales patterns and internationalization processes.

Details

International Marketing Review, vol. 35 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Case study
Publication date: 7 January 2015

Suresh Malodia and Anand Kumar Jaiswal

GE Healthcare was on a continuous lookout for investing into new and innovative super value products for the Bottom of the Pyramid markets in India. After launching its first…

Abstract

GE Healthcare was on a continuous lookout for investing into new and innovative super value products for the Bottom of the Pyramid markets in India. After launching its first successful super value ECG machine Mac 400, GE had recently launched its twenty-fifth super value product a PET CT machine. Serving the BOP markets has its own unique challenges that may be different for each product that is placed in the market. However, GE has so far successfully sailed through all the challenges and developed a steep learning curve about BOP markets. However, it is now facing the challenge of ensuring sustainability of product pipeline. The company is also keen to exploit the opportunities for reverse innovation that super value products have provided. The company also wants to assess the disruptive impact of these products in domestic medical device markets as well as markets outside India.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

Keywords

Article
Publication date: 16 March 2015

Lars Norén and Agneta Ranerup

– The purpose of this paper is to examine the role of accreditation documents (ADs) in the competition based on provider quality in a quasi-market for primary healthcare.

Abstract

Purpose

The purpose of this paper is to examine the role of accreditation documents (ADs) in the competition based on provider quality in a quasi-market for primary healthcare.

Design/methodology/approach

The paper uses a mixed-method research methodology to analyse two primary healthcare ADs in two Swedish regions. In total, 19 interviews were conducted with actors involved in the creation and use of such documents.

Findings

This paper points to the crucial role of ADs in the identification of quality differences that influence the competition in primary healthcare. This finding contrasts with the commonly held laissez-faire idea that competition causes providers to develop their own service concepts and where the invisible hand creates quality differences. The paper adds to the discussion with its detailed description of how ADs create competition among primary healthcare providers through selection processes, quality differentiation, and ranking.

Research limitations/implications

The paper does not explore quality differences in the medical treatment of patients in primary healthcare centres.

Practical implications

The paper provides insights for politicians on how to use ADs to control competition and regulate choice.

Originality/value

The paper takes an innovative approach to the examination of how ADs increase the competition in primary healthcare choice.

Details

Journal of Health Organization and Management, vol. 29 no. 1
Type: Research Article
ISSN: 1477-7266

Keywords

Article
Publication date: 5 March 2024

Susanna Pinnock, Natasha Evers and Thomas Hoholm

The demand for healthcare innovation is increasing, and not much is known about how entrepreneurial firms search for and sell to customers in the highly regulated and complex…

Abstract

Purpose

The demand for healthcare innovation is increasing, and not much is known about how entrepreneurial firms search for and sell to customers in the highly regulated and complex healthcare market. Drawing on effectuation perspectives, we explore how entrepreneurial digital healthcare firms with disruptive innovations search for early customers in the healthcare sector.

Design/methodology/approach

This study uses a qualitative, longitudinal multiple-case design of four entrepreneurial Nordic telehealth firms. In-depth interviews were conducted with founders and senior managers over a period of 27 months.

Findings

We find that when customer buying conditions are highly flexible, case firms use effectual logic to generate customer demand for disruptive innovations. However, under constrained buying conditions firms adopt a more causal approach to customer search.

Practical implications

Managers need to gain a deep understanding of target buying environments when searching for customers. In healthcare sector markets, the degree of flexibility customers have over buying can constrain them from engaging in demand co-creation. In particular, healthcare customer access to funding streams can be a key determinant of customer flexibility.

Originality/value

We contribute to effectuation literature by illustrating how customer buying conditions influence decision-making logics of entrepreneurial firms searching for customers in the healthcare sector. We contribute to entrepreneurial resource search literature by illustrating how entrepreneurial firms search for customers beyond their networks in the institutionally complex healthcare sector.

Details

International Journal of Entrepreneurial Behavior & Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-2554

Keywords

Article
Publication date: 30 July 2019

Bruno Miguel Sousa and Gisela Maria Alves

This paper entails a reflection on medical tourism services and guest experiences. The purpose of this paper is to analyze how relationship marketing relates to other relevant…

1946

Abstract

Purpose

This paper entails a reflection on medical tourism services and guest experiences. The purpose of this paper is to analyze how relationship marketing relates to other relevant variables in consumer’s behavior applied to medical tourism contexts and guest experiences. This study aims at discussing the customer behavior in healthcare management and medical tourism contexts and addresses the predisposition for the destination and the influence of relationship marketing on behavioral intentions.

Design/methodology/approach

The paper starts from a conceptual framework based on relationship marketing theory. From this theoretical base, the concepts of trust, commitment and cooperation and behavioral intentions are derived. A theoretical model is developed specifying antecedents of satisfaction and loyalty in healthcare management and medical tourism contexts.

Findings

The conceptual model shows that tourist destinations in the context of healthcare and medical tourism can be managed together with the study of the tourist consumer behavior and should focus on aspects that reinforce relationship marketing to the site, as planning services excellence, communication strategies, promotion services, integrated experiences and combating seasonality.

Originality/value

This study has already identified that the global movement of tourism is seemingly showing an increased focus on the niche product or niche service. In this case, the question seems to be whether the further growth in demand for healthcare management and medical tourism – as a niche tourism example – products will continue until they take a form of mass tourism. The new vogue of medical tourism forces to challenge and re-visit the power relationships that exist within contemporary tourism and the host–guest relationship.

Details

Journal of Hospitality and Tourism Insights, vol. 2 no. 3
Type: Research Article
ISSN: 2514-9792

Keywords

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