Title |
A marketing perspective to “delight” the “patient 2.0”: new and challenging expectations for the healthcare provider
|
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Published in |
BMC Health Services Research, February 2016
|
DOI | 10.1186/s12913-016-1285-x |
Pubmed ID | |
Authors |
Luca Buccoliero, Elena Bellio, Maria Mazzola, Elisa Solinas |
Abstract |
The 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. Both 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. Four 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. Results 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. |
X Demographics
Geographical breakdown
Country | Count | As % |
---|---|---|
Spain | 2 | 67% |
Unknown | 1 | 33% |
Demographic breakdown
Type | Count | As % |
---|---|---|
Members of the public | 3 | 100% |
Mendeley readers
Geographical breakdown
Country | Count | As % |
---|---|---|
Spain | 1 | 1% |
Switzerland | 1 | 1% |
Unknown | 92 | 98% |
Demographic breakdown
Readers by professional status | Count | As % |
---|---|---|
Student > Master | 19 | 20% |
Student > Ph. D. Student | 11 | 12% |
Student > Doctoral Student | 11 | 12% |
Student > Bachelor | 8 | 9% |
Researcher | 6 | 6% |
Other | 18 | 19% |
Unknown | 21 | 22% |
Readers by discipline | Count | As % |
---|---|---|
Business, Management and Accounting | 23 | 24% |
Nursing and Health Professions | 12 | 13% |
Medicine and Dentistry | 11 | 12% |
Social Sciences | 8 | 9% |
Agricultural and Biological Sciences | 3 | 3% |
Other | 12 | 13% |
Unknown | 25 | 27% |