Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions

Moorman, Christine; van Heerde, Harald J.; Moreau, C. Page; Palmatier, Robert W.

doi:10.1177/00222429231213154

Cited by 5 publications

(1 citation statement)

References 57 publications

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“…The emergence of new stakeholders to potentially disrupt the marketing environment is considered by Moorman et al(2024). The area is the health care sector, with marketing occurring 'direct to the consumer' and 'business to business'.…”

Section: Organisationmentioning

confidence: 99%

Delivering Agile Marketing Projects: A View from Practice

Blair,

Betts,

Conway

et al. 2024

AJBM

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Successful marketing projects are vital to most organisations to ensure their survival. The paper advocates an 'agile approach' in creating effective marketing initiatives. It underscores the necessity of clearly defined objectives and internal efficiency, addressing power issues for optimal resource allocation. Brand definition, understanding the customer base through profiling, and implementing a differentiated, segmented approach are crucial aspects. The paper recommends data gathering for analysis and leveraging technology to support these projects, all encapsulated within the 'agile approach.' The research methodology involved a survey of literature, complemented by a semi-structured group interview with experienced UK-based marketing professionals. Inductive analysis was applied to the gathered data, extracting principal themes. The outcome of this research proposes a framework for delivering 'Agile marketing projects' based on a project management 'learning' model. This structured approach contributes valuable insights for organizations seeking success in their marketing endeavors. Keywords: Marketing project, Agile approach, SMART objectives, Brand definition, Customer focus, Market segmentation, Leveraging technology

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Section: Organisationmentioning

confidence: 99%

Delivering Agile Marketing Projects: A View from Practice

Blair,

Betts,

Conway

et al. 2024

AJBM

View full text Add to dashboard Cite

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Consumer decision‐making in cosmetic surgery: An interdisciplinary review identifying key challenges and implications for marketing theory

Krywuczky,

Kleijnen

2024

Psychology and Marketing

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Consumer interest in cosmetic surgery has grown tremendously in recent years. However, despite the long‐lasting implications of cosmetic surgery decisions on consumer well‐being, existing insights on these decisions remain limited and scattered across various fields. Through an interdisciplinary bibliometric review, we identify that previous research has primarily focused on five aspects shaping consumers' decisions in cosmetic surgery: (1) differing perspectives, (2) social drivers, (3) individual drivers, (4) online media content, and (5) influences relevant to labiaplasty. These investigations stem from the fields of psychology, sociology, communication, and healthcare and aim to understand especially consumer intentions to undergo surgery at the pre‐consumption stage. In this research, we delineate how marketing researchers can advance insights along the entire consumer surgery journey (i.e., pre‐consumption, consumption, and post‐consumption stage) through a better understanding of (i) the phenomenon and its different treatments, (ii) the role of identity, (iii) stakeholder interactions, and (iv) how social media and technology shape cosmetic surgery decisions. Finally, we highlight how studying these topics can contribute to marketing theory through novel insights on the self and identity, the body's meaning in consumption, and self‐enhancement practices.

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Inclusive innovations in services: leveraging digital technologies for inclusive innovations in healthcare services

Varadarajan

2024

EJM

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Purpose This paper aims to provide insights into the potential of digital technologies-based innovations for more inclusive healthcare by alleviating the affordability, accessibility and availability barriers to utilization of healthcare services. Also, it aims to provide insights into the potential of digital technologies-based innovations for more inclusive services, broadly. Design/methodology/approach A conceptual framework is inductively developed by analyzing real-world examples of digital technologies-based innovations for more inclusive healthcare through the lenses of economics of information in digital form and certain characteristics of services. Findings Concurrent implementation of digital technologies-based healthcare innovations with innovations and/or modifications in service processes can enable greater inclusivity by alleviating the affordability, accessibility and availability barriers to utilization of healthcare services. Research limitations/implications Issues relating to inequities in healthcare, as a social problem, are the focus of research at multiple levels (e.g. global, national, regional and local) in several academic disciplines. In relation to the scope of the problems and challenges pertaining to providing quality healthcare to the unserved and underserved segments of society, worldwide, the contribution of the proposed framework to practice is modest. However, by highlighting the promise and potential of digital technologies-based innovations as solutions for alleviating barriers to affordability, accessibility and availability of healthcare services during various stages (prevention, detection, diagnosis, treatment and post-treatment follow-up) with illustrative vignettes and developing a framework, the article offers insights for future research. For instance, in reference to mission-driven social enterprises that operate in the product-market space for inclusive innovations under resource constraints, a resourcefulness-based view of the social enterprise constitutes a potential avenue for theory development and research. Practical implications Given the conceptual nature of the article, the implications for practice are limited to cognitive implications. Action implications (instrumental implications or implications for practice) are outside of the scope of the article. Social implications Innovations that are economically viable, environmentally sustainable and socially impactful is one of the important issues of our times. Originality/value The proposed framework provides insights into the potential of digital technologies-based innovations for more inclusive healthcare by alleviating the affordability, accessibility and availability barriers in the context of emerging and less developed country markets and base of the pyramid segments of society in these markets.

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Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions

Cited by 5 publications

References 57 publications

Delivering Agile Marketing Projects: A View from Practice

Delivering Agile Marketing Projects: A View from Practice

Consumer decision‐making in cosmetic surgery: An interdisciplinary review identifying key challenges and implications for marketing theory

Inclusive innovations in services: leveraging digital technologies for inclusive innovations in healthcare services

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