What can healthcare managers learn from marketing managers? Marketing theory concepts with implications for healthcare

Abstract

Healthcare managers are increasingly relying on advances in management science to improve service organisation, operations and delivery, with the aim of better serving patients. Acknowledging the unique and specific nature of healthcare, and the associated constraints, this article argues that healthcare managers can learn from recent developments in the field of marketing in order to better understand and serve patients. Theories and concepts in the service marketing and consumer behaviour literature emphasise the need to take the perspective of consumers and co-construct meaningful experiences with them. In addition, marketing theories and concepts such as service-dominant logic, the ‘jobs-to-be-done’ approach and the duality of mind carry implications both in terms of understanding how to interact with patients and how to approach healthcare management in the modern world. Adopting these principles in healthcare management practices can result in a better understanding of the patient journey throughout their healthcare experience.