Health Services Market Research Articles

Health services marketing. Part 2

Health services marketing. Part 2

Unpacking Sociotechnical Discourses on Telehealth Use and Data Protection: A Path Towards Digital Health Value Creation.

Telehealth uptake will remain sub-optimal without consumer trust. Safeguarding the security and privacy of health information plays an important role in building trust and acceptance of telehealth. This study seeks to unpack the sociotechnical discourses on the use of telehealth with a focus on privacy and security in the context of United States health services. A search of the media outlets facilitated via the Factiva database was conducted. Using a qualitative method, thematic analysis was performed on the news texts to identify the key themes and provide contextual explanations. The analysis led to the identification of three key themes: 'data protection practice', 'clinical resilience', and 'digital health business value' perspectives. These themes focus on various concepts of telehealth use including data privacy, security, public health emergency, compliance activities in the use of telehealth, meeting stakeholders' needs, reducing costs of service delivery, the potential of telehealth for informed action, and improving users' experience. Among these themes, 'data protection practice' was directly associated with privacy compliance and telehealth use. Other thematic discourses have provided an indirect reflection on the role of privacy compliance, with a greater emphasis placed on health service delivery and market dynamics rather than compliance in practice. Our study revealed the importance of the COVID-19 pandemic in telehealth use, highlighting the move towards 'good faith' and responsible use of telehealth.

Digital Transformation of Health: Towards the European Health Data Space

The European space for health data (EHDS) is the first European proposal for the arrangement of a specific area common to the entire EU. The main goals are enabling citizens to control and use their own health data, nationally and throughout the EU (primary use of health data), cross-border exchange of health data and building a single market for digital health services. A further goal is to create an effective legal framework for the use of health data for research and innovation purposes (secondary use of health data), as well as the establishment of electronic health records and the development of a health data management system. In the paper author presents the concept of health data privacy in digital age and analyses the current health data protection legal framework. The paper examines the provisions of the EHDS Proposal, critically analyising the proposed terms of primary and secondary use of health data, as well as it's rules on data portability and interoperability.

Social Medical Insurances, Choices of Medical Institutions and the 'Siphon Effect' in the Health Service Market: Evidence from 2021 Yangtze River Delta Region of China.

The siphon effect in the health service market is notably pronounced in many countries. How to measure and identify the determinants contributing to the siphon effect presents a substantial challenge. This study aimed to analyse the effect of two different social medical insurances, the Basic Medical Insurance System for Urban Employees (BMISUE), and the Basic Medical Insurance System for Urban and Rural Residents (BMISURR), on the siphon effect in the health services market. The data used in this study were from the 2021 Health Life Satisfaction Survey of Yangtze River Delta (HLSSYRD) conducted by Shanghai Jiao Tong University. The logistic model was used to evaluate the association between social medical insurances and individual choices of medical institutions, and the Propensity Score Matching method (PSM) was used to check the robustness of basic results. Residents covered by BMISUE were more likely to choose a general hospital when they first sought medical treatment (OR = 5.377, 95% CI: 4.887, 5.915) relative to those insured by BMISURR. Further analysis showed that BMISUE would accelerate the siphon effect of general hospitals, people insured by BMISUE were still more likely to choose general hospitals despite being close to primary hospitals compared to those insured by BMISURR (OR = 3.240, 95% CI: 2.945, 3.565). Heterogeneity analysis indicated BMISUE had a greater impact on residents aged 15-59 years and those with high income compared to older people and individuals with low income. Different social medical insurances can substantially affect residents' first choice of medical institutions. BMISUE with higher benefits level could exacerbate the siphon effect in the health service market. More equitable medical security system should be strengthened to bridge the benefits gap between BMISUE and BMISURR.

Migrants’ access to healthcare services: evidence from fieldwork in Turkey

Abstract This study builds on an analytical framework of access to healthcare and, using notes from interviews conducted with 110 migrants of different categories, it discusses the fit between migrant patients and Turkish health services. There is an overall mediocre fit between migrant patients and the Turkish healthcare system, which varies for different migrant groups, and is influenced by the dimensions of awareness, availability, affordability, and accommodation. Migrants’ social capital and socio-economic statuses affect the degree of fit, while irregularities in their legal statuses do not necessarily create a misfit. The existence of many private healthcare institutions offering various services to patients with different incomes and operating in informal ways has improved accessibility, availability, affordability, and accommodation and thus affects the fit positively. Therefore, the health reforms that paved the way for privatization, marketization, and commodification of health services in Turkey in the early 2000s also help explain the degree of fit. Migrants suffer most from language barriers in the health system, and there is an alarming decline in acceptability especially for Syrian refugees, who have reported facing discrimination while seeking healthcare.

What does it take to create a European Health Data Space? International commitments and national realities

Public health concerns in Europe demonstrate the necessity of building a health policy that could contribute to the long-term sustainable development of the European Union (EU), as stated in the European Health Union (EHU) manifesto. The main desire to create an EHU is embodied in the launch of the European Health Data Space (EHDS). The EHDS seeks to foster a genuine single market for digital health services and products by, among other things, accelerating the uptake and implementation of harmonised and interoperable electronic health record (EHR) systems across the EU. In the context of primary and secondary use of EHR data, developments in Europe have thus far resulted in patchy and, in some places, non-interoperable solutions. Taking the gap between international ambitions and national realities as a starting point, this paper contends that both EU level and Member State level circumstances should be considered to make the EHDS a reality.

European Public Health News.

In this edition of the Public Health News, EUPHA’s executive director addresses the European Health Data Space and the promises it holds for (public) health research as well as the challenges that lie ahead during the development of this infrastructure. Geller et al. from WHO Regional Office from Europe look at human trafficking and the role of health workers in the identification, treatment and protection of trafficked persons and those at risk. Finally, Staines and Barnhoorn invite the readers to submit abstracts for the next European Public Health Conference in November 2023 in Dublin. The theme of this year’s conference is Our Food, Our Health, Our Earth: A Sustainable Future for Humanity. One of the key elements of the European Health Union is the creation of the European Health Data Space (EHDS). The EHDS is a health-specific data sharing framework establishing clear rules, common standards and practices, infrastructures and a governance framework for the use of electronic health data by patients and for research, innovation, policy-making, patient safety, statistics or regulatory purposes. It is aimed to improve healthcare delivery across the EU, by empowering people to control their health data in their home country or in other EU countries; offer a consistent, secure, trustworthy and efficient framework for the secondary use of health data; and foster a genuine single market for digital health services and products.

The Revolutionary Impacts of the COVID-19 Pandemic on Mobile Health; Highlights of the Fourth Shiraz International Congress on Mobile Health

Mobile health (m-health) is considered an undeniable part of health service delivery, planning, and marketing, which has dramatically changed due to the unique situation caused by the COVID-19 pandemic. The Forth International Congress of Mobile Health, from February 14th to 16th, 2021, in Shiraz, Iran, aimed to provide a venue to exchange ideas, techniques, relevant experiments, and applications with a particular focus on the COVID-19 pandemic impacts. More than 70 experts from different countries in engineering, biomedical sciences, and humanities presented their recent experiences in m-health advancements, particularly in response to the COVID-19 outbreak. In this article, highlights of the most valuable ideas presented at the congress are concisely summarized to give scientists, entrepreneurs, policymakers, and other stakeholders a better understanding of the growing opportunities, and challenges toward the development of m-health.

Marketing of Health Services In Pandemic Context. Case Study Romania

Marketing of Health Services In Pandemic Context. Case Study Romania

The Effect of Health Services Marketing Mix on Patient Loyalty With Patient Trust As an Intervening Variable (Case Study at Tanjungsiang Health Center)

The Purpose of this study was to determine: (1) to obtain findings regarding the effect of the marketing mix on patient trust at the Puskesmas Tanjungsiang (2) to obtain findings regarding the effect of the marketing mix on patient loyalty at Tanjungsiang Health Center (3) To obtain findings regarding the effect of trust on patient loyalty at Tanjungsiang Health Center (4) To obtain findings regarding the effect of marketing mix on patient loyalty through trust at the Tanjungsiang Health Center. The research method used in this research is quantitative and the type of research is descriptive verification. The sampling technique used was purposive sampling, namely 140 patients who had visited the Tanjungsiang Health Center >2 times. The analysis technique uses path analysis. The results of this study are the Marketing Mix has a significant positive effect on Patient Trust, the Marketing Mix has a significant positive influence on Patient Loyalty, Patient Trust has a significant positive influence on Patient Loyalty and There is a significant positive influence on the Marketing Mix to Patient Loyalty through Trust at Tanjungsiang Health Center.

The corporatization of global health: The impact of neoliberalism

Concomitant with the emergence of a neoliberal precept for global health is the decline in support for publicly funded programs working to alleviate health disparities in poor countries. An unequivocal faith in the privatization and marketization of public health services is evident in current day national policy reforms. Commodification of health services is perceived as a cure-all. Privatization of global health initiatives contrasts with the past institutional paradigm. Corporate and philanthropic power trumps intergovernmental governance. The epistemological precept is clear: Global health is best served with mandated private initiatives. Powerful foundations cause critical shifts in the balance of power among stakeholders and become preeminent players in global health policy agenda formation. The ethics of consequentialism have attained current day prominence. This contrasts with the merits and relevancy of de-ontological ethics in which rules and moral duty are central. In this paper, authors make a case for contesting the ethos of effective altruism or venture philanthropy, suggesting that this approach keeps nations and people from recognizing the oppressive nature of neoliberalism as a governing precept for global health.

Global health in transition: The coming of neoliberalism

Global health as a transnational, intergovernmental, value-based initiative led by the World Health Organization (WHO), working toward improving health and achieving equity in health for all people worldwide, has for years yielded to a growing reliance on corporate-led solutions. Private organizations, non-governmental organizations (NGO), religious and other philanthropic and charitable organizations, increasingly serve a dominant role in setting the global health agenda. Short-term success in combating epidemics and in the provision of funding for project-based initiatives appeals to supporters of marketization of health services. For 30 years, a neoliberal paradigm has dominated the international political economy and hence the governance of global health. A utilitarian logic or the ethics of consequentialism have attained prominence under such banners as effective altruism or venture philanthropy. This contrasts with the merits and relevance of deontological ethics in which rules and moral duty are central. This paper seeks to explain how neo-liberalism became a governing precept and paradigm for global health governance. A priority is to unmask terms and precepts serving as ethos or moral character for corporate actions that benefit vested stakeholders.

Foreign capital and structural change in the Brazilian private health services market

This article analyzes the process of structural transformation within the Brazilian private health services market since the 2000s, with emphasis on the growing participation of financial funds and foreign capital in the process of expansion and consolidation of the sector. The analysis of the movement of foreign capital into health services and plans in Brazil was developed from the construction of a database with a total of 297 equity operations involving companies with activities in health services, including companies operating health plans and insurance and companies administering health benefits. The analysis of these operations shows that the influx of foreign capital was fundamental to enable the centralization of capital in certain companies and catalyze the process of concentration and structural transformation of the health services sector over the last two decades. We concluded that the intensification of the intercapitalist dispute within the health services market led to the emergence of large corporations and new business models, with special emphasis on the emergence of verticalized care networks (operation of plans, hospital services, outpatient services, diagnosis and treatment, and primary care).

The mediating role of management’s digital transformation in the effect of company website design

Today, the service sector, which shows a high rate of development, produces services in half with other sectors. Health service is the determination of the needs of those who benefit from health-related services, making health services suitable for these needs and encouraging patients to use these services. As a result of digitalization and the spread of the internet, businesses are trying to reach their customers by using this channel. It is also important what the opinions of those who use or see the page about this web service are. In the current age we live in, the rapid advancement of digital technology draws the attention of both consumers in their daily lives and business managers. Keeping up with the digital transformation process is believed to enhance their efficiency. The aim of the study is to determine the effect of the websites created by the companies in the health service marketing on the customer perception. In this context, the results obtained from 400 health consumers residing in Istanbul and benefiting from health services were analyzed by applying ANOVA and t-test, along with the structural equation model. Three of the hypotheses formed were accepted. As a general result, it has been accepted that the visual status of the website to be created, as well as its functionality, have an effect on customer perception. It has been concluded that the appropriately designed Web site has an effect on customer perception. In addition, this study will be able to form an idea about future research and studies.

A REFLECTION ON MARKETING FROM THE ELDERLY PEOPLE’S PERSPECTIVES: RECOGNISING THE HIDDEN NEEDS FOR ELDERLY HEALTH-CARE PRODUCTS AND SERVICE

Ageing in India is exponentially increasing due to the remarkable advancement. However, the limited health care facilities, lack of trained manpower, absence of insurance products and services for elderlies contribute to the neglected components of the health system and thereby, necessitate immediate light to the growing burden. Thus, the present study conducted the in-depth interview method to investigate the products and service-related to the elderly difficulties and challenges. The interview was conducted among 28 participants from the age group 60 years and above in the Nagaon district of Assam, India. While noting the reasons for motivation to demand for the products and services, factors such as bodily fragility, physical dependence, transportation, financial dependence were identified. Additionally, the need for medication, hygiene needs, mobility needs and caregiving facilities were highlighted along with some physical ailments among participants. Although marketers do not accord a high priority to elderly customers, the study has found that the demand and issues related to the marketing of elderly health care products and services may trigger innovative and creative construction leading to cover marketing to all the generations harmoniously.

SAĞLIK HİZMETLERİ PİYASASINDA BELİRSİZLİK ÖLÇÜLEBİLİR Mİ?

The subject of uncertainty is a phenomenon that has been researched and discussed in order to make the market more predictable by providing market balances in a historical process. Uncertainty is an important determinant of enterprise and investment for all kinds of markets, and it is effective at increasing and decreasing levels depending on time and events. However, due to the characteristics of the health services market, it is always considered as a factor that has to be taken into account.
 It is considered that the reasons why the concept of uncertainty in the health services market is more pronounced and effective than other markets are mainly due to the various differences in the field of health services, and an acceptance behavior has emerged about the concept of uncertainty in health services.
 In this study, the "uncertainty measures" that can be applied to other markets were evaluated as applicable to the health services market, and health markets were evaluated in terms of uncertainty measures in other markets, based on the hypothesis of "Uncertainty cannot be measured in the Health Services Market". In the study, primarily, the definition of uncertainty in terms of the health services market was made, and the sources of uncertainty in the health market were tried to be determined as in other markets. The most frequently used uncertainty measures have been adapted to the health service market actors about the health services market uncertainty arising from these sources, and in this way, the measurability, quantification, and formulalability of the uncertainty in the health services market have been examined.
 As a result; Quantitative measurement of uncertainty in the healthcare market and making a numerical estimation of the expected uncertainty processes are hypothetically possible. Thanks to the determinable and predictable healthcare market uncertainty values, all actors in the healthcare market will have a higher level of knowledge in decision-making processes, face lower costs in a more balanced market, and make less risky investments.

Plenary 2 Benefits and challenges of the European Health Data Space

Abstract The creation of a European Health Data Space (EHDS) is one of the key components of a strong European Health Union. The objectives of the EHDS are: i) Empower individuals through better digital access to their personal health data; support free movement by ensuring that health data follow people; ii) Unleash the data economy by fostering a genuine single market for digital health services and products; and iii) Set up strict rules for the use of individual’s non-identifiable health data for research, innovation, policy-making and regulatory activities. As such, the EHDS aims to improve and support healthcare delivery within Europe by allowing public health data to be accessible throughout Europe. The EHDS also aims to promote better access and exchange of different types of health data for research and policy purposes. The aim is to have the EHDS up and running in 2025. The EHDS is expected to bring great benefit, but it also brings challenges related to technology, governance and privacy. The exchange of data at European level means that health data from different sources need to be able to talk to each other. Making the data Findable, Accessible, Interoperable, and Re-usable is key to the success of the EHDS. Moreover, the diversity of Europe’s health information systems need to be taken in account. The EHDS will also have to be transparent to ensure privacy of personal information included in the EHDS. Speakers: Fulvia Raffaelli European Commission, Brussels, Belgium Petronille Bogaert Sciensano, Brussels, Belgium Irene Schlünder TMF, Germany Emmanuel Bacry Health Data Hub, France

The Cross-Border Health Services Market in EU

Access to cross-border healthcare in the European Union (EU) is promoted by Directive 2011/24/EU of the European Parliament and of the Council of 9 March 2011. The aim is to promote patient mobility and the possibility of access to new treatment opportunities and an EU-wide health service. The focus of this paper is the analysis of the Directive, its scope and its consequences in Portugal. The concept of cross-border healthcare provision means the possibility for an EU citizen to have access to healthcare in another Member State, bordering the state of his nationality. The directive imposes rules for patients' access to cross-border healthcare. The idea is to ensure freedom of choice and access to high-quality cross-border healthcare in the EU, and to do so by ensuring patient mobility. As stated by the Court of Justice of the European Union (CJEU), the main objective is to promote cooperation on healthcare between member states, while respecting all national competences on the organization and delivery of healthcare. In this paper we analyze the assumptions of access to cross-border healthcare, from transparent information to the removal of administrative obstacles and treatment costs in host countries. We also analyze the terms of the transposition of the Directive into Portuguese law, and in particular the introduction of the mechanism of subordination to prior authorization.

The Cross-Border Health Services Market in EU

The Cross-Border Health Services Market in EU

Dismantling the National Health Service in England.

The National Health Service was established in the United Kingdom in 1948 as a universal, comprehensive service free at the point of delivery, which is publicly provided, funded, and accountable. Market incrementalism in England has eroded this system over three decades. The recently enacted Health and Care Act will erode it further. This article first explains briefly how legislation and policy initiatives in 1990, 2003, and 2012 furthered development of the market and private provision of health services, and then describes the main structural changes in the new Act and their implications. England is now moving decisively toward a marketized, two-tier, mixed-funding system with several similarities to the United States.