A marketing perspective to “delight” the “patient 2.0”: new and challenging expectations for the healthcare provider

Abstract

BackgroundThe study aims at investigating the characteristics and the satisfaction determinants of the emerging patient profile. This profile appears to be more demanding and “empowered” compared to the ones traditionally conceived, asking for unconventional healthcare services and for a closer relationship with providers.MethodsBoth qualitative (semi-structured interviews and focus groups) and quantitative (survey) analyses were performed on a random sample of 2808 Italian citizens-patients. Analyses entailed descriptive statistics, bivariate analysis and linear regressions.ResultsFour relevant dimensions of patient 2.0 experience were identified through a literature review on experiential marketing in healthcare. Beta coefficients exhibited the effect that different healthcare experiential elements have on patient 2.0 satisfaction.ConclusionsResults allow to state that a new marketing approach, based on patient 2.0 characteristics and value drivers, should be adopted in the healthcare sector. Critical satisfaction drivers and new technological healthcare guidelines are identified in order to match the new patient profile needs.

Main factors affecting perceived quality in healthcare: a patient perspective approach

“…Philips Luminaires (2007), Bitner et al (2000), Bitner (1992), Chebat and Michon (2003), Joy and Sherry (2003), Baker et al (1992), Baraban and Durocher (2001), Donovan and Rossiter (1982) Sound Burt (2006), Lichtle et al (2002), Yalch and Spangenberg (1990), Dub e et al inclusion of patients in the decision-making process, as well as the degree of such participation (Andrade et al, 2013;Kjeken et al, 2006) by considering it a bricolage of tactical interactions with social environments rather than as the consequence of an external strategic process (Schneider-Kamp and Askegaard, 2020). Contradicting the traditional paternalistic approach, today it is important to give patients the ability to get personal information about their disease (for instance through an easy access to their Personal Health Record also during the hospitalization), understand and rationally analyze the available options and apply their personal beliefs to the medical decisions (Buccoliero et al, 2016a). As a result, patients are nowadays more involved in the healthcare decision-making process while having to decide which medical treatments to undergo (Bos et al, 2008;Stump and Coustasse, 2012) and medical consultations are becoming increasingly based on mutuality, meaning that patients are gaining a greater control over that relationship with a clear link between physician relationship and patient involvement determining satisfying patient empowerment (Ippolito et al, 2019).…”

Hospitality as differentiated services in Brazilian private hospitals

“…Although limited in terms of technical knowledge, patients currently participate actively in healthcare accessing public information mainly through the Internet, what has been contributing to their empowerment (Buccoliero et al, 2016). The Internet cannot be disregarded by health organizations willing to build long-term relationships with their patients.…”

Expectant mothers’ value drivers at the maternity hospital: evidences from a monocentric study.

“…The concept of empowerment means inclusion of patients in the decision-making process, as well as the degree of such participation (119,120) by considering it a bricolage of tactical interactions with social environments rather than as the consequence of an external strategic process (121). Contradicting the traditional paternalistic approach, today it is important to give patients the ability to get information about their disease, understand and rationally analyze all of their data, apply their well developed personal beliefs to this input and make a medical decision for themselves (122). As a result, patients are nowadays more involved in the healthcare decision making process while having to decide which medical treatments to undergo (123,124).…”