Marketing as an integrator in integrated care
Stern, P; Keeling, D; Rigby, M; et al.De Ruyter, K; Bove, L
Date: 16 January 2019
Article
Journal
European Journal of Marketing
Publisher
Emerald
Publisher DOI
Abstract
Purpose: Integrated care requires solutions that cannot be delivered without addressing the
underlying multidisciplinary problems. Yet with a few notable exceptions, there is a lack of
coordination between disciplines, to effectively integrate knowledge. The main aim of this
special section is to provide a platform that explicitly ...
Purpose: Integrated care requires solutions that cannot be delivered without addressing the
underlying multidisciplinary problems. Yet with a few notable exceptions, there is a lack of
coordination between disciplines, to effectively integrate knowledge. The main aim of this
special section is to provide a platform that explicitly coordinates and curates
multidisciplinary research aimed at providing a shared understanding and knowledge base
that directly addresses the fragmentation in this field, with an explicit focus on the role of
Marketing as a key but often neglected partner. We identify four big challenges (Self,
Society, Micro Systems and Macro Systems) to which Marketing can contribute, illustrating
these potential contributions through the articles and accompanying practitioner
commentaries of this special section.
Methodology: Ferguson demonstrates how reflexive introspection can be used, beyond its
therapeutic benefits, to bring a deeper understanding of the meaning of illness and
treatments from a patient’s perspective. Orazi and Newton establish experimentally the
positive impact of collaborative sources on health messaging receptivity. Taiminen,
Saramieni and Parkinson survey physicians to evaluate acceptance of/barriers to
incorporating digital self-services into overall care delivery. Cruz, Snuggs and Tsarenko
utilise interviews to understand the patient’s negotiation of the service labyrinth and
fragmentation.
Findings: We demonstrate the scope and flexibility of marketing theories and methods and
how these can be applied to the four main challenges of integrated care: Self; Society; Micro
Systems; Macro Systems.
Research Implications: We identify directions for future research as a means of stimulating
fruitful multidisciplinary partnerships in the four key challenge areas. It is only by
collaborating across disciplines that we can really develop and provide insights that inform
policy, practitioners, society and consumers on how to future-proof our care services.
Originality/Value: In addition to publishing new research, this special section directly
encourages multidisciplinary collaboration between marketing, as a neglected partner, and
health/social care disciplines by showcasing the theories and methods that can be used to
address our identified four key challenges to integrated care. In a novel approach,
practitioner commentaries evaluate the value of each study, placing them in the wider
integrated care context and hence pointing out further directions for development.
Management
Faculty of Environment, Science and Economy
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