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Project

Health care through a service marketing lens: From disease centricity to patient centricity (R-8850)

Given the increased pressure on the health care system, it is widely acknowledged that the traditional disease-centric approach needs to transform to a patient-centric approach. Despite the widespread use of the term 'patient centricity', a generally accepted and conceptually comprehensive definition of the concept is lacking. Not only does this hamper our understanding of patient centricity, a clear definition is also a necessary condition for realizing the full potential of patient-centric health care. Hence, the purpose of this project is to gain a deeper understanding of how to (1) conceptualize, (2) measure, and (3) manage patient centricity. The innovativeness of the project is underlined by the following elements. First, we adopt a service marketing lens to bring new insights into a topic that has been tackled mainly from a medical or health science point of view. Second, we use a multi-stakeholder perspective. Third, we use a mixed-method approach, combining qualitative and quantitative methods. As a result, this project contributes to theory and practice by (1) offering a comprehensive definition of patient centricity which provides a solid foundation for a discipline that has a significant impact on current and future health care; (2) developing an index that validly measures patient centricity and is generally applicable; and (3) enhancing our understanding of the organizational building blocks necessary for building a patient-centric organization.
Date:1 Oct 2018 →  30 Sep 2022
Keywords:MARKETING
Disciplines:Marketing