VALUE MARKETING AND CONSUMER ENGAGEMENT IN HEALTHCARE
VALUE MARKETING AND CONSUMER ENGAGEMENT IN HEALTHCARE

Summary/Abstract: The deregulation of the healthcare industry has led to the establishmentof many for-profit healthcare organizations that offer medical solutions topatients. Companies must be fully engaged at the same time to provide asatisfactory return on invested funds to shareholders, by ensuring sustainablebusiness development. Every company in the healthcare business is responsibleto shareholders to ensure a competitive rate of return on the investment made,by ensuring profit in any segment and maximizing the wealth of the true owners.In healthcare, delivered value creates and integrates the healthcare system intoa system based on quality, safety, patient centricity and cost management.These elements bring together the interests of patients, payers, providers, andsuppliers.Patient satisfaction must be the main goal of any healthcare organization andthis requires a thorough knowledge of their needs and expectations. Providinga high-quality health service is based on meeting certain requirements forthe service to reach the patient’s desired level. To gain the trust of healthcareconsumers, specialized staff must be more receptive to patients’ wishes,suggestions, complaints, and at the same time, become more sensitive to theirconcerns. The effectiveness of this approach depends on how effective thecommunication of the medical organization with the patients is and it presentsa correct picture of the health service and correctly delivers the promisedservice, and is a constant concern for continuous improvement of the serviceto exceed the expectations of patients. Since the behavior of consumers ofhealth services is difficult to predict, the presence of the patient in the deliveryprocess can be a source of great uncertainty

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