Guest editorial: Marketing as an Integrator in Integrated Care

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 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.