A social marketing approach to value creation in a well-women's health service

Midstream value creation in social marketing

“…Recent scholarship has started to explore such collaborations as a value creation process and has applied service concepts to interrogate the active role of the 'consumer' in social marketing (Russell-Bennet, Previte and Zainuddin, 2009;Zainuddin, Previte and Russell-Bennett, 2011;Zainuddin, Russell-Bennett 9 and Zainuddin, 2013). Researchers have also applied network and social context theories to conceptualise the processes of multi-actor action, but empirical research, in particular on the socio-cultural dimensions of networks is lacking (Domegan et al, 2013;Luca, Hibbert and McDonald, 2015;Russell-Bennett, Wood and Previte, 2013;Spotswood and Tapp, 2013).…”

Engagement, Empowerment and Patient Generated Health Data

“…Authors have documented functional value (Chahal & Kumari, 2012), transactional value (Lee & Lin, 2011), social value (Dodds et al, 2014a;Nambisan & Nambisan, 2009;Teke et al, 2012) and emotional value (Sweeney & Soutar, 2001;Zainuddin et al, 2011) One participant had "definitely not" taken images previously yet experienced full empowerment, suggesting disempowered people (in this context empowerment is unsolicited PGHD use) may experience empowerment through engagement and resource creation. This tacitly answers the research questions asked by Leung et al (2012), suggesting that resource generation and engagement can cause empowerment for the disempowered.…”

“…Further, value-in-use concepts suggest experiential values are "interactive relativistic benefits a consumer expects from a particular set of goods and services and a comparison between perceived quality and perceived cost (monetary and non-monetary), and further influences decision-making" (Chahal & Kumari, 2012, p. 723). Zainuddin, Previte, and Russell-Bennett (2011) define value for the patient as an interactive relativistic preference experience and their findings also suggest value constructs overlap with 'control' being both functional and emotional. Hence, in line with these authors and Holbrook (1994), the approach to value in this thesis is meta-normative, concerned not with "making value judgments but rather with analysing the nature of value" (p.5).…”

“…The emotional aspects of healthcare value have been well-recognised. Zainuddin et al (2011) describe reassurance 'peace of mind', suggesting that voluntary breast screening provided women with an increased sense of control and management "that allows an individual to feel that they have done all they can to avoid any negative consequences" (p.371). Control is relevant for the proactive patient, however unlike these authors who conceptualise control over illness, this thesis suggests control will be expressed as control over a health situation and the healthcare system.…”

“…Firstly, it relates to social esteem, obtaining prestige for the patient and status relating to the hospital's reputation in the context of developing countries (Lee & Lin, 2011;Teke, et al, 2012). Secondly it is motivated by an intrinsic desire to be part of an interactive community, altruistically help others, be an influencer and produce a greater sense of self-responsibility (Dodds, et al, 2014;Zainuddin, et al, 2011) and thirdly it relates to "open interactions with friends, relatives and other patients which can make the patients feel relaxed" (Chahal & Kumari, 2012, p. 171). Altruism and social support are relevant to the use of patient generated health data and hence the social value will be explored in the context of this thesis.…”