Technology innovation in healthcare and changing patient’s behaviors: new challenges for marketing

Journal title MERCATI E COMPETITIVITÀ
Author/s Luca Buccoliero, Elena Bellio, Maria Mazzola, Elisa Solinas
Publishing Year 2016 Issue 2016/1
Language English Pages 26 P. 45-70 File size 153 KB
DOI 10.3280/MC2016-001004
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

The authors aim to determine the role of an innovative healthcare marketing approach, emerging within the context of recent health technological developments and in the light of a new patient profile. In the first section of the paper, academic literature allows reaching a full understanding of recent innovations in the healthcare industry and of the new expectations arising in today’s patients. On one side, health information technology (HIT) mainly focuses on enhancing life expectancy and on improving diagnostic and treatment options, both in an efficient and cost effective way. On the other, today’s patients are willing to accept HIT applications and switch to new and unconventional service delivery solutions in order to get a better care experience and a deeper involvement in the care process. In the second section, results of an empirical research based on primary data provide evidence of patients’ emerging value drivers. Our aim is to present a critical discussion on how a marketing-based approach could lead to better results, from both the patient’s and healthcare provider’s point of view. As a consequence, a major reengineering of healthcare services is required and must be driven by a new healthcare marketing approach.

Keywords: Health marketing, E-health, Health 2.0, ICTs, Health Information Technology, Patient 2.0, Patient-centered care

  1. Calciolari S. and Buccoliero L. (2010). Information integration in health care organizations: The case of a European health system. Health Care Manage Rev, 35(3): 266-275.
  2. Abramson E.L., McGinnis S. et al. (2011). Electronic health record adoption and health information exchange among hospitals in New York State. Journal of Evaluation in Clinical Practice, 18: 1156-1162.
  3. Adams R.J. (2010). Improving health outcomes with better patient understanding and education. Risk Management and Healthcare Policy, 3: 61-72.
  4. Adibi S., Ed. (2015). Mobile Health. A Technology Road Map.
  5. Andersen Kim Normann, Medaglia Rony et al. (2012). Social media in public health care: Impact domain propositions. Government Information Quarterly, 29: 462-469.
  6. Andersson T. (1998). Pax Vobiscum-a Swedish large PACS project. Computer Methods and Programs in Biomedicine, 57: 35-39.
  7. Andreassen H.K., Bujnowska-Fedak M.M. et al. (2007). European citizens use of ehealth services: a study of seven countries. BMC Public Health, 7(53).
  8. Aujoulat I., Marcolongo R. et al. (2008). Reconsidering patient empowerment in chronic illness: A critique of models of self-efficacy and bodily control. Social Science & Medicine, 66.
  9. Bandon D., Trolliard P. et al. (2004). Building an enterprise-wide PACS for all diagnostic images. International Congress Series, 1268: 279-284.
  10. Bellio E., Buccoliero L. et al. (2009). Patient web empowerment: la web strategy delle aziende sanitarie del SSN. Rapporto Oasi 2009.
  11. Benigeri M. and Pluye P. (2003). Shortcomings of health information on the internet. Health promotion international.
  12. BinDhim N. F. and Trevena L. (2015). Health-related smartphone apps: regulations, safety, privacy and quality. BMJ Innovations: 1-3.
  13. Binnie A. and Titchen A. (1999). Freedom to practise: the development of patientcentred nursing. London: Butterworth Heinemann Boonstra A., Versluis A. et al. (2014). Implementing electronic health records in hospitals: a systematic literature review. BMC Health Services Research, 14.
  14. Boonstra A., Boddy D. et al. (2008). Stakeholder management in IOS projects: analysis of an attempt to implement an electronic patient file. European Journal of Information Systems, 17(2): 100-111.
  15. Bos Lodewijk Marsh Andy et al. (2008). Patient 2.0 Empowerment. Proceedings of International Conference on Semantic Web and Web Services: 164-168.
  16. Bowling A., Rowe G. et al. (2012). The measurement of patients’ expectations for health care: a review and psychometric testing of a measure of patients’ expectations. Health Technology Assessment.
  17. Buccoliero L. (2010). Come realizzare un ospedale paperless: un modello “di marketing” dal Giappone. E-Healthcare, 2(3): 70-73.
  18. Buccoliero L. (2010). E-Health 2.0. Tecnologie per il patient empowerment. Mondo Digitale, 4: 14.
  19. Buccoliero L., Bellio E. et al. (2016). A marketing perspective to “delight” the “patient 2.0”: new and challenging expectations for the healthcare provider. BMC Health Services Research 16: 47.
  20. Buccoliero L. (2011). E-health e creazione di valore per il paziente. Un approccio di marketing esperienziale. Heta, 5.
  21. Buccoliero L., Calciolari S. et al. (2008). A methodological and operative framework for the evaluation of an e-health project. International journal of health planning and management, 23: 3-20.
  22. Buschmann Iversen T. (2013). Instant messaging at the hospital: Supporting articulation work?. International Journal of Medical Informatics, 82(9): 753-761.
  23. C.K. Prahalad and Ramaswamy V. (2004). Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing, 18(3).
  24. Carlos A., Rodriguez-Osorio et al. (2009). Medical decision making: paternalism versus patient-centered (autonomous) care. Current Opinion in Critical Care, 14: 708-713.
  25. Charles C.A., Whelan T. et al. (2003). Shared treatment decision making: What does it mean to physicians?. Journal of Clinical Oncology, 21: 932–936.
  26. Chaudhry B., Wang J. et al. (2006). Systematic review: impact of health information technology on quality, efficiency, and costs of medical care. Annals of Internal Medicine, 144(10): 742-752.
  27. Coulter A., Parsons S. et al. (2008). Where are the patients in decision-making about their own care? Copenhagen, Denmark: World Health Organization, Regional Office for Europe.
  28. Cox B. and Dawe N. (2002). Evaluation of the impact of a PACS system on an intensive care unit. Journal of management in Medicine, 16(2/3): 199-205.
  29. Craan F. and O.M. (2002). Medical information and the internet: Do you know what you are getting?. Journal of Medical Systems, 26.
  30. Dackiewicz D., Bergsneider C. et al. (2000). Impact of digital radiography on clinical workflow and patient satisfaction. Journal of Digital Imaging, 13: 200-201.
  31. DeCamp M. and Cunningham A.M. (2013). Social media: the way forward or a waste of time for physicians?. The journal of the Royal College of Physicians of Edinburgh, 43.
  32. Dreeben O. (2010). Patient Education in Rehabilitation. Jones and Bartlett Publishers Dumitru Roxana Corina et al. (2007). Use and perception of Internet for health related purposes in Germany: results of a national survey. International Journal of Public Health, 52: 275-285.
  33. Epstein R.M. (2000). The science of patient-centered care. The Journal of Family Practice, 49(9).
  34. Eysenbach G. (2008). Medicine 2.0: Social Networking, Collaboration, Participation, Apomediation, and Openness. Journal of Medical Internet Research, 10(3).
  35. Eysenbach G., Powell J. et al. (2004). Health related virtual communities and electronic support groups: Systematic review of the effects of online peer to peer interactions. BMJ, 328: 1166-1171.
  36. Feron M., Bellon E. et al. (2001). Practical aspects of HIS/PACS integration with emphasis on radiological workflow. International Congress Series, 1230: 805-811.
  37. Fichman R.G. and Krishnan R.K.R. (September 2011). The Role of Information Systems in Healthcare: Current Research and Future Trends. Information Systems Research, 22(3): 419-428
  38. Foss N.J., Laursen K. et al. (2011). Linking customer interaction and innovation: The mediating role of new organizational practices. Organization Science, 22(4): 980-999.
  39. Fox S. and J.S. (2009). The social life of health information. Pew internet & American Life Project. Washington DC.
  40. Fu H., Z. Jin et al. (2003). Picture archiving and communication system in China: the development, problem, and integrating strategy with IHE. International Congress Series, 1256: 915-923.
  41. Funnell M.M. and Anderson R.M. (1991). Empowerment: an idea whose time has come in diabetes education. The Diabetes Educator, 17: 37-41.
  42. Garrido T., Raymond B. et al. (2004). Making the business case for hospital information systems. Journal of Healthcare Finance, 31(2): 21-22.
  43. Gill H.K., Gill N. et al. (2013). Online Technologies for Health Information and Education: A literature review. Journal of Consumer Health on the Internet, 17(2): 139-150.
  44. Giustini D. (2006). How Web 2.0 is changing medicine: Editorial. British Medical Journal, 333: 1283-1284.
  45. Gupta A. (2008). Prescription for Change. The Wall Street Journal.
  46. Gur D., Straub W.H. et al. (1992). Clinicians’ Access to Diagnostic Imaging Information at an Academic Center: Perceived Impact on Patient Management. AJR, 158: 893-896.
  47. Hammerschmidt M., Falk T. et al. (2012). Measuring and improving the performance of health service networks. Journal of Service Research, 15(3): 343-357.
  48. Hartzband P. and G.J. (2010). Untangling the we b – patients, doctors and the internet. New England Journal of Medicine, 362(12): 1063-1066.
  49. Henriksen K., Battles J.B. et al. (2008). Personal health records to improve health information exchange and patient safety.
  50. Hesse B.W., Moser R.P. et al. (2010). Surveys of physicians and electronic health information. Letter to the editor. New England Journal of Medicine, 362(9): 859-860.
  51. Higgins O., Sixsmith J. et al. (2011). A literature review on health information seeking behaviour on the web: a health consumer and health professional perspective.
  52. IMS (2014). Engaging patients through social media, IMS Institute for Healthcare Informatics. Inamura K., Konishi J. et al. (2001). Status of PACS and technology assessment in Japan. Computer Methods and Programs in Biomedicine, 66: 5-15.
  53. Inamura K., Kousaka S. et al. (2003). PACS development in Asia. Computerized Medical Imaging and Graphics, 27: 121.128.
  54. Inamura K., Umeda T. et al. (1997). Time and flow study results before and after of a hospital information system and radiology information system and before clinical use of a picture archiving and communication system. Journal of Digital Imaging, 10 (1): 1-9.
  55. Inamura K., Umeda T. et al. (1998). HIS:RIS contribution to image diagnosis and maximization of efficacy of PACS when coupled with HIS:RIS. Computer Methods and Programs in Biomedicine, 57: 41-49.
  56. ISO (2004). Electronic health record – Definition, scope and context. I. H. i. D. T. Report.
  57. Keen J., Bryan S. et al. (1995). Evaluation of diffuse technologies: the case of digital imaging networks. Health Policy, 34: 153-166.
  58. Khoumbati K., Themistocleous M. et al. (2006). Evaluating the adoption of enterprise application integration in health-care organizations. Journal of Management Information Systems, 22(4): 69-108.
  59. Kim K. and N.E. (2012). Benefits of and barriers to the use of personal health records (PHR) for health management among adults. Online Journal of Nursing Informatics (OJNI), 16(3).
  60. Kindström D., Kowalkowski C. et al. (2013). Enabling service innovation: A dymanic capabilities approach. Journal of Business Research, 66: 1063-1073.
  61. Kolodner R.M., Cohn S.P. et al. (2008). Health information technology: Strategic initiatives, real progress. Health Affairs, 27: w391-w395.
  62. Kondoh H., Shimomura T. et al. (2004). Infrastructure of PACS linked to EPR. International Congress Series, 1268: 285-288.
  63. Kotler P., Shalowitz J. et al. (2010). Marketing per la sanità – Logiche e strumenti.
  64. Kreuter M.W. and Wray R.J. (2003). Tailored and targeted health communication: strategies for enhancing information relevance. American Journal of Health Behaviour, 27: 227-232.
  65. Krogstie J., Veres C. et al. (2006). Interoperability Through Integrating Semantic Web Technology, Web Services, and Workflow Modeling. Interoperability of Enterprise Software and Applications: 147-158.
  66. Lansisalmi H., Kivimaki M. et al. (2006). Innovation in Healthcare: A Systematic Review of Recent Research. Nursing Science Quarterly, 19: 66-72.
  67. Lauren I. Labrecque, Jonas vor dem Esche et al. (2013). Consumer Power: Evolution in the Digital Age. Journal of Interactive Marketing, 27: 257-269.
  68. Lemke H.U. (2003). PACS developments in Europe. Computerized Medical Imaging and Graphics, 27: 111-120.
  69. Leodolter W. and Kocever K. (2003). PACS as a driver for integrating healthcare systems. International Congress Series, 1256: 910-914.
  70. Levy J.A. and S.R. (2002). Health benefits and Risks of the internet. Journal of Medical Systems.
  71. Markle Foundation (2003). Connecting for Health. Final report.
  72. Masters Ken, Ng’ambi Dick et al. (2010). “I Found it on the Internet”. Preparing for the e-patient in Oman.” Sultan Qaboos Univ Med J., 10(2): 169-179.
  73. May G.A., Deer D.D. et al. (2000). Impact of digital radiography on clinical workflow.
  74. Journal of Digital Imaging, 13: 76-78. McMullan M. (2006). Patients using the internet to obtain health information: how this affects the patient-health professional relationship. Patient Education and Counseling, 63 (1-2): 24-28.
  75. Munch H., Engelmann U. et al. (2004). The Integration of Medical Images with the Electronic Patient Record and their Web-Based Distribution. Acad Radiol, 11: 661-668.
  76. Negrini G. and La Pietra L. (2011). Documentazione sanitaria e gestione delle informazioni cliniche Standard di qualità, aspetti gestionali, giuridici ed economici, Tecniche Nuove.
  77. Nerney M., C.M., Jin L. et al. (2001). Factors associated with older patients’ satisfaction with care in an inner-city emergency department. Ann Emerg Med, 38: 140-145.
  78. Nguyen H.Q. and Kohlman V.C. (2004). Internet-based patient education and support interventions: A review of evaluation studies and directions for future research. Computers in Biology and Medicine, 34: 95-112.
  79. Varkey P., Horne A. et al. (2008). Innovation in Health Care: A Primer. American Journal of Medicine, 23(5).
  80. Pelzang R. (2010). Time to learn: understanding patient-centred care. British Journal of Nursing, 19(14).
  81. Ponte P.R., Conlin G. et al. (2003). Making patient-centered care come alive: achieving full integration of the patient’s perspective. Journal of Nursing Administration, 33(2): 82-90.
  82. Ratib O., Swiernik M. et al. (2003). From PACS to integrated EMR. Computerized Medical Imaging and Graphics, 27: 207-215.
  83. Redman R.W. (2004). Patient-centered care: an unattainable ideal?. Research and Theory for Nursing Practice, 18(1): 11-14.
  84. Roberts K.J. (1999). Patient empowerment in the United States: a critical commentary. Health Expectations, 2(82-92).
  85. Robertson A., Cresswell K. et al. (2010). Implementation and adoption of nationwide electronic health records in secondary care in England: qualitative analysis of interim results from a prospective national evaluation. British Medical Journal.
  86. Rogers A., Kennedy A. et al. (2005). Uncovering the limits of patient-centeredness: implementing a self-management trail for chronic illness. Qualitative Health Research, 125(2).
  87. Saltman R. (1994). Patient choice and patient empowerment in northern European health systems: a conceptual framework. International Journal of Health Services, 24(2): 201-229.
  88. Schulz A.J., Israel B.A. et al. (1995). Empowerment as a multi-level construct: perceived control at the individual, organizational and community levels. Health Education Research, 10.
  89. Siegel E.L. and Reiner B.I. (2003). Filmless radiology at the Baltimore VA Medical Center: a 9 year retrospective. Computerized Medical Imaging and Graphics, 27: 101-109.
  90. Sillence E., Briggs P. et al. (2007). Going online for health advice: changes in usage and trust practices over the last five years. Interacting with Computers, 19(3): 397-406.
  91. Song X., Hwong B. et al. (2006). Understanding requirements for computer-aided healthcare workflows: experiences and challenges. International conference on software engineering (ICSE), Shanghai. Steele D.J., Blackwell B. et al. (1987). Beyond advocacy: A review of the active patient concept. Patient Education and Counseling, 10: 3-23.
  92. Tang Paul C. et al., (2006). Personal health records: definitions, benefits, and strategies for overcoming barriers to adoption. Journal of the American Medical Informatics Association, 13(2): 121-126.
  93. Thorsten Hennig-Thurau, Charles F. Hofacker et al. (2013). Marketing the Pinball Way: Understanding How Social Media Change the Generation of Value for Consumers and Companies. Journal of Interactive Marketing, 27: 237-241.
  94. United States Agency for International Development (USAID) (June 2015). mHealth Compendium. 5.
  95. Van de Wetering R., Batenburg R. et al. (2006). A Balanced Evaluation Perspective: Picture Archiving and Communication System Impacts on Hospital Workflow. Journal of digital imaging, 19(Suppl. 1): 10-17.
  96. Varkey P., Horne A. et al. (2008). Innovation in Health Care: A Primer. American Journal of Medical Quality, 23: 382-388.
  97. Varkey P. and Athyal V.P. (2005). Service Delivery Innovations at Mayo Clinic. Minnesota Medical, 88: 39-42.
  98. Vital Wave Consulting (2009). Health Information Systems in Developing Countries. A Landscape Analysis, Bill & Melinda Gates Foundation.
  99. Wajahat A.K., Maqbool H. et al. (2013). Process interoperability in healthcare systems with dynamic semantic web services. Computing, 95: 837-862.
  100. Wallerstein N. (1992). Powerlessness, empowerment, and health: implications for health promotion programs. American Journal of Health Promotion, 6: 197-205.
  101. World Health Organization (2011). mHealth. New horizons for health through mobile technologies. Global Observatory for eHealth series. Geneva, Switzerland: World Health Organization.
  102. Yea I., Rusta G. et al. (2010). E-mail in patient–provider communication: A systematic review. Patient Education and Counseling, 80: 266-273.

  • Information Technology in Healthcare: HHC-MOTES, a Novel Set of Metrics to Analyse IT Sustainability in Different Areas Marco Remondino, in Sustainability /2018 pp.2721
    DOI: 10.3390/su10082721
  • What about the Internet of Everything? An exploratory study in E-health Cristina Mele, Tiziana Russo Spena, Marco Tregua, Mariarosaria Coppola, Marialuisa Marzullo, in MERCATI & COMPETITIVITÀ 3/2018 pp.87
    DOI: 10.3280/MC2018-003006

Luca Buccoliero, Elena Bellio, Maria Mazzola, Elisa Solinas, Technology innovation in healthcare and changing patient’s behaviors: new challenges for marketing in "MERCATI E COMPETITIVITÀ" 1/2016, pp 45-70, DOI: 10.3280/MC2016-001004