Touch Points Research Articles

COVID-19 Vaccinations, Trust, and Vaccination Decisions within the Refugee Community of Calgary, Canada.

Refugee decisions to vaccinate for COVID-19 are a complex interplay of factors which include individual perceptions, access barriers, trust, and COVID-19 specific factors, which contribute to lower vaccine uptake. To address this, the WHO calls for localized solutions to increase COVID-19 vaccine uptake for refugees and evidence to inform future vaccination efforts. However, limited evidence engages directly with refugees about their experiences with COVID-19 vaccinations. To address this gap, researchers conducted qualitative interviews (N = 61) with refugees (n = 45), sponsors of refugees (n = 3), and key informants (n = 13) connected to local COVID-19 vaccination efforts for refugees in Calgary. Thematic analysis was conducted to synthesize themes related to vaccine perspectives, vaccination experiences, and patient intersections with policies and systems. Findings reveal that refugees benefit from ample services that are delivered at various stages, that are not solely related to vaccinations, and which create multiple positive touch points with health and immigration systems. This builds trust and vaccine confidence and promotes COVID-19 vaccine uptake. Despite multiple factors affecting vaccination decisions, a key reason for vaccination was timely and credible information delivered through trusted intermediaries and in an environment that addressed refugee needs and concerns. As refugees placed trust and relationships at the core of decision-making and vaccination, it is recommended that healthcare systems work through trust and relationships to reach refugees. This can be targeted through culturally responsive healthcare delivery that meets patients where they are, including barrier reduction measures such as translation and on-site vaccinations, and educational and outreach partnerships with private groups, community organizations and leaders.

Increasing SMEs' Acquisitions on SMEs Export Platform using Five A's Concept

Export is one of the influential factors in national economic growth. Increasing exports and investment made by developing countries can boost output and economic growth. To bolster Indonesia’s export performance Bank Negara Indonesia currently working on the development of a new business model called Xpora, which specifically targets business actors in the export sector within the Micro, Small, and Medium Enterprises segments with a primary focus on empowering and facilitating them. Looking at the acquisition side, it is recorded that BNI has 27,321 numbers of export debtor accounts. There were only around 4,000 account that took part in the Xpora incubation program and those who managed to receive financing were 195 debtors or around 0.7% of the total export account. That indicates Xpora Acquisition strategy didn’t work well. Research was conducted using quantitative methods through survey media using the Five A’s concept to measure the awareness level of SMEs about Xpora. The results show several low touch points in the Five’s components that include ‘Ask’, ‘Appeal’, Aware representing Lack of supporting facility and change in consumer behaviour related to information seeking, lack of digital activation and unappealing promotion content, unmatched between service provided and customer needs, lack of awareness of new brand proposition.

A Review and Future Directions of Brand Experience Research in Tourism

This paper presents a review of brand experience studies in tourism using a systematic literature review while utilizing a total of 44 articles that were published in 30 journals. Four databases were used to search for the articles including Taylor and Francis, Google Scholar, Emerald, and Science Direct. The objectives of this review were to discuss the extant state of brand experience literature in the tourism industry, summarize the antecedents, mediators, moderators, and outcomes of brand experience and identify the gaps in the current studies and suggest the areas of future research. The results indicate that the quantitative research approach, convenience sampling technique, cross-sectional survey strategy, and structural equation modeling have dominated brand experience research. Various theories used, contexts, methodologies, antecedents, mediators, moderators, and outcomes of brand experience are also discussed in the paper. It is concluded that brand experience influences the majority of customer-related and brand-related constructs. Thus, it is recommended that tourist agencies, destination practitioners, and other tourism stakeholders should invest in generating pleasurable experiences at every touch point of their service to differentiate themselves from their competitors.

Evidence-based practices: using the touch points strategy to teach single-digit addition to students with ASD

An ever-growing number of students are being diagnosed with Autism Spectrum Disorder (ASD) in Saudi Arabian schools, creating a need for highly effective, research-based strategies for teaching mathematics. However, current research on such strategies is limited. Nevertheless, several studies, including those by Wisniewski and Smith (2002) and Scott (1993), have found the touch-point strategy effective in developing and retaining single-digit addition and mathematical problem-solving skills in students with disabilities, as well as in retaining addition skills among students with ASD. The researchers conducted single-subject research using a reversal design (A-B-A-B) to determine the intervention’s effect on three students with ASD as the main data source. Additionally, an interview with the math teacher of these participants was conducted to gather more in-depth data, which helped explore the effectiveness and challenges of using the touch-point strategy in teaching math addition facts to Saudi students with ASD. Significant improvements in computation and acquisition rate were noted among all participants when the strategy was used to solve single-digit addition problems. Two major themes emerged from the analysis of the interview data: the need for resources to teach the strategy and challenges in implementing the touch-point strategy across the whole class, given the individual needs of each student.

Developing role clarity in projects with a hybrid approach

Several studies report that today, the majority of projects follow some kind of hybrid approach that aims to combine the adaptiveness of an agile approach, with a predictiveness of project results, costs and timelines. Hybrid approaches are seeking ‘the best of both worlds’, however, this does not come without challenges. One of these challenges is the creation of role clarity in a project organization in which agile roles need to be integrated into project roles. The paper identifies the ‘touching points’ and overlaps of roles defined by the different approaches, and discusses the questions that arise from that. As role clarity impacts team performance, it is important that roles in a project organization are well understood and agreement is reached over the demarcation of their responsibilities. The paper concludes that there is not a single universally applicable solution for role clarity in different types of hybrid approaches, and proposes a role clarification and design process, that can support the project manager in creating role clarity in a hybrid project organization.

ІНСТРУМЕНТИ ЦИФРОВОГО МАРКЕТИНГУ: СУЧАСНИЙ ЕТАП ЕВОЛЮЦІЇ

The article is devoted to the study of the modern stage of the evolution of digital marketing. Attention is focused on the concept of marketing 4.0 with a focus on the differences in the application of marketing tools in the previous concept, which made it possible to distinguish the focus of marketing orientation at the present time. The main characteristic of Marketing 4.0 is the combination of traditional media (such as physical points of sale, television advertising, radio, etc.) and digital (e-commerce, online advertising, social media, etc.). This forces to reconsider how the customer interacts with the brand, what are the touch points, what is the path to purchase. Some concepts used by marketers, such as segmentation, targeting, positioning, customer journey, have been further developed. Alan Perez in his own research clearly distinguishes the differences in marketing concepts, therefore, in this study, the modern focus of marketing orientation was distinguished. A critically important customer segment is generation Z, which is characterized by individual self-expression, dialogic and realistic perception, refers to many sources of information and integrates virtual and offline experiences. Young people played that social role by creating and interpreting trends. They deeply believe in the effectiveness of dialogue to resolve conflicts and improve the world, make decisions and treat institutions very analytically and pragmatically. The behavior of Generation Z can be characterized by uncertain identity, dialogicity and realism, and consumption by uniqueness, limitlessness and ethics. The main marketing tools are analyzed and attention is focused on digital ones. The integrated approach of using traditional and digital marketing tools with the adaptation of traditional to the needs of the 4.0 concept using a personalized approach is analyzed. The relationship between modern marketing and artificial intelligence tools is indicated. The relationship of modern marketing with AI tools is reflected in such tasks as data creation and analysis, personalization, chatbots, automation of various aspects of marketing.

A qualitative exploration of the challenges providers experience during peripartum management of patients with a body mass index ≥ 50 kg/m2 and recommendations for improvement.

The objective of this research was to conduct a qualitative study among a diverse group of providers to identify their clinical needs, barriers, and adverse safety events in the peripartum care of people with a body mass index (BMI) ≥ 50 kg/m2. Obstetricians, anesthesiologists, certified nurse midwives, nurse practitioners, and nurses were invited to participate in focus group discussions if they were employed at the hospital for >6 months. Key concepts in the focus group guide included: (1) Discussion of challenging situations, (2) Current peripartum management approaches, (3) Patient and family knowledge and counseling, (4) Design and implementation of a guideline (e.g., checklist or toolkit) for peripartum care. The audiotaped focus groups were transcribed verbatim, uploaded to a qualitative analysis software program, and analyzed using inductive and constant comparative approaches. Emerging themes were summarized along with representative quotes. Five focus groups of 27 providers were completed in 2023. The themes included staffing (level of experience, nursing-patient ratios, safety concerns), equipment (limitations of transfer mats, need for larger sizes, location for blood pressure cuff, patient embarrassment), titrating oxytocin (lack of guidelines, range of uses), monitoring fetal heart rate and contractions, patient positioning, and communication (lack of patient feedback, need for bias training, need for interdisciplinary relationships). Providers gave examples of items to include in a "BMI cart" and suggestions for a guideline including designated rooms for patients with a BMI ≥ 50 kg/m2, defining nursing ratios and oxytocin titration plans, postpartum incentive spirometer, and touch points with providers (nursing, physicians) at every shift change. Providers discussed a range of challenges and described how current approaches to care may negatively affect the peripartum experience and pose threats to safety for patients with a BMI ≥ 50 kg/m2 and their providers. We gathered information on improving equipment and communication among providers.

РЕАЛІЗАЦІЯ МАРКЕТИНГУ ВЗАЄМОВІДНОСИН ЧЕРЕЗ АЙДЕНТИКУ БРЕНДУ

In the process of research, the importance of using identity as a unified system of a number of elements that complement each other to create a coherent and bright brand was given and substantiated. Based on the leading provisions of the concept of relationship marketing, the feasibility of using brand identity as a tool was substantiated. The purpose of the identity is the formation of a single image of the brand. Identity is no longer a luxury, but a basic part of brand adaptation in the market of potential consumers. Without a coherent, well-thought-out image of the company, even the most unique product and the most sought-after services can simply get lost among the variety of a large number of offers to potential consumers. Brand identity plays one of the leading roles in image formation. The visual identity of well-thought-out and high-quality branded components is the "face" of the brand. By the way, the very word "identity" is a slang word derived from the English concept "identity". But equally important is the balance of the design and the harmonization of all components of the brand identity. It is the identity that allows the product to communicate with the consumer. So, in order for the product to build communication with the consumer, it is necessary to define personal touch points. Іn the study, the main elements of the identity were defined, such as the logo, colors, fonts, placement, graphics, that is, what forms business cards in the future; forms; e-mails; packaging; slogan; brandbook, etc. The research proposed methods of its application depending on the needs of consumers and the model of information levels used by them. In particular, in accordance with the main types of identity: traditional, dynamic, verbal, meaningful. It was assumed that determining the correspondence of the communication model with the consumer is proposed to use the classic pyramid of needs of A. Maslow. Comparing the existing positioning of consumer needs according to A. Maslow's pyramid will provide an opportunity to determine the level of information that will correspond to this need when developing a brand with the help of identity. The scientific novelty of the conducted research lies in the identification of the consumer's information levels with his pyramid of needs according to A. Maslow. The practical significance of the obtained results lies in the formation of recommendations for the successful use of identity to create an effective brand. Unsolved problems in research include the need to conduct thorough marketing research preceding the process of creating a band, and the development of appropriate tools and directions for such marketing research. In addition, the importance and principles of creating a slogan in the process of creating a brand can be a separate further research issue.

Additively Manufactured Flexible Electronics Filled with Ionic Liquid for Cryogenic Pressure Sensing

Flexible electronics have attracted increasing attention and are extensively used in medical care and health monitoring applications. However, research on their applications in low-temperature environments is limited, mainly owing to material intrinsic limitation. In this work, a cryogenic pressure sensor using low-melting (−71 °C) ionic liquid 1-butyl-3-methylimidazolium tetrafluoroborate ([BMIM]BF4) is fabricated via the template removal method. The sensor unit can function at temperatures ranging from −50 to 30 °C, with improved sensing performance at lower temperatures. At −50 °C, it demonstrates an ultralow detection limit of 0.5 Pa and a high sensitivity of 2.0 × 10 5 Ω/kPa, thereby enabling the detection of dynamic pressure loads with different frequencies (0.2 to 2 Hz) and waveforms (sine and triangle). Subsequently, these units are integrated into a 3 × 3 array and embedded into a bionic thumb. The sensor can accurately identify up to 9 independent touch points and recognize dynamic sliding with velocities in the range of 0.31 to 4.42 cm/s at an extremely low temperature (−50 °C), thus demonstrating remarkable multitouch and sliding trajectory recognition capabilities. Furthermore, the proposed sensor unit is expected to contribute to the research on the human–machine interface of space suits.

Examining the Care Transition Experiences of Home Care Clients Using Journey Mapping

As a priority area of the Canadian government, home care is heavily relied on to support an integrated, accessible, and sustainable health system. VHA Home Healthcare is a large home care agency in Ontario, Canada. Home care provides services that span personal support, nursing, physical and occupational therapy and more to assist people in remaining in their homes and community. Although home care is associated with delayed and reduced hospital use, some home care recipients will require hospital admission. Unplanned hospital admissions in Ontario account for CAD 1.2 billion in healthcare spending. However, to date, little attention has been paid to the unique needs of clients receiving home care and experiencing a transition to and from the hospital. The proposed study aimed to answer the following research questions:
 1)What is the experience of home care clients transitioning from home to hospital and back home and having their home care services resumed?
 2)What are opportunities and recommendations to better support home care clients transitioning to and from the hospital?
 Our study used a descriptive qualitative design by conducting individual interviews and applying a patient journey mapping approach. Patient journey mapping involved identifying the clients’ experience, their touch points across the system, pain points and facilitators. A total of 7 clients and caregivers participated in 12 interviews across two phases. We analyzed the data using qualitative content analysis, and aggregated findings visually depicted the journey on a map. Our results demonstrated that participants experienced hospital admissions as challenging, whether planned or unplanned. Pain points involved having an adverse outcome while in the hospital, including missed or delayed care, attempting to seek additional information to fill knowledge gaps, and sensing not being listened to. Once discharged, clients reported managing multiple service providers and agencies for exacerbated care needs and receiving inconsistent and limited information when in the community. Participants described the system and individual facilitators that mitigated the pain points. These involved having consistent and supportive coordinators and providers in the community before and after the discharge home, having a discharge plan, and accessing an interprofessional team when hospitalized. At a personal level, many participants relied on past professional and personal experience when advocating and navigating the health care system. Self-advocacy skills were essential to ensure that participants had a quality care transition. Our study has several important implications. Notably, patient journey mapping is an effective tool to diagram the home care client journey. Findings also indicate that clients and caregivers often mitigate poor outcomes using advocacy skills and personal and professional experiences. To this end, we can learn from client journeys and leverage clients’ lived experiences to design interventions targeting pain points during care transitions.

Engaging and Empowering Young Carers: Shifting the Focus for Public Awareness and Intervention in Canada

Over 8 million Canadians provide care to chronically ill or disabled family members. While most caregivers are between the ages of 45 and 54 (24%) and 55 and 64 years (20%), the third largest group is young carers. Carers between the ages of 15 and 24 account for 15% of all caregivers in Canada. This group of carers are those under the age of 25 that provide significant and ongoing unpaid care to a family member or friend. However, despite these known figures, very little attention has been paid to the existence of young carers in Canada except for scant emerging research. Our two-phased study aimed to first gain a better understanding of how young carers interact with the health system [how they are included in discussions and how is information shared with young carers]. The second phase focused on building on this body of knowledge by engaging young people and partnering with caregiver organizations in a more participatory, active manner to identify potential solutions to improve their involvement in supporting their family member’s healthcare use. In phase one, we applied a deductive analytical approach to identify touch points and pain points as perceived by participants. Our findings demonstrated that young carers interacted with the healthcare system at touch points spanning the home and community sectors, hospital and rehabilitation care, and primary and palliative care services. We also identified five types of pain paints that the young carer participants experienced in their caregiving roles: 1) desiring acknowledgement; 2) seeking information and communication; 3) managing system navigation; 4) engaging in balancing acts; and 5) performing point-of-care tasks. Phase two consisted of a virtual co-design event with the young carer participants, members of the partnering support organizations, and the research team. During the meeting, the group engaged in a brainstorming activity to identify priorities for our proposed project. The two priorities identified by our event were to 1) Build awareness of young carers for both healthcare organizations and healthcare practitioners and identify challenges in their recognition and support at point-of-care. And 2) Support the co-design of a prototype program that recognizes the needs of both young carers and healthcare workers during their healthcare interactions and that addresses the identified pain points. These results will inform the next steps that intend to explore to what extent are health care professionals aware of young carers and their support needs. Our program of research is adding to the national literature on Canadian young carers and provides more evidence to develop support provisions and interventions for young carers.

A Qualitative Study of Patients’ Perspectives regarding Digital Health Technology to Support Self-management and to Improve Integrated Stroke Care: The ValueCare study.

Background: Digital technologies, such as mobile apps and robotics, provide opportunities to involve stroke patients better in the care process and to promote self-management. Previous pilot studies suggest that technology could be a meaningful tool for post-acute stroke care. However, barriers exists constraining the adoption and acceptance of technology in clinical practice. Examples of barriers are privacy concerns, challenges regarding usability, and the perception that there is no need for technology. Co-design enables patients to reflect on their experiences of a service and to identify improvement priorities. This study uses data from co-design sessions with stroke patients conducted as part of the ValueCare study.
 Objective: The aim of this study is to explore what stroke patients’ perspectives are towards how digital health technology could support self-management regarding health and well-being, and integrated stroke care.
 Methods: A qualitative study was conducted to understand patient perspectives. Data was collected in co-design sessions of the ValueCare study. Patients from a Dutch hospital who experienced an ischemic stroke (n=36) within the past 18 months were invited to participate. Data collection took place between December 2020 and April 2021 via one-to-one telephone interviews. A short self-report questionnaire was used to collect data on socio-demographics, disease-specific information, and technology use. All interviews were audio-taped and transcribed verbatim. The interview data were analyzed using a thematic approach.
 Results: Patients held mixed attitudes towards how digital health technologies could support their self-management and the care they receive. Suggested digital features by stroke patients included (i) an easily accessible online library with relevant information regarding stroke-related health and care issues, (ii) a personal health record (PHR) by which patients can retrieve and manage their own health information, and (iii) a physical exercise module to empower patients to organize rehabilitation support at home. Regarding the user interface of future digital health technology, patients emphasized the need for a very easy-to-use and simple design.
 Conclusions: Stroke patients mentioned easy-to-find and credible health information, a PHR, and online-rehabilitation support as the main features to include in future digital health technologies. We recommend that developers and designers of digital health for stroke care listen to the ‘voice of the stroke patients’, with regard to both functionality and the characteristics of the interface. The findings of this study provide insight in the needs and preferences of stroke patients for using ICT to manage their health and care. These findings serve as touch points that can be explored further in co-design sessions. 
 Keywords: stroke patients, digital health technology, self-management, co-design, user-requirements, user-centered design, qualitative research

Factors Influencing Influenza Vaccination Uptake Among Community-Dwelling Older Adults: A Mixed-Methods Study

Background: Despite making the influenza vaccine accessible and affordable, vaccination rates remained low among community-dwelling older adults. Therefore, this study aimed to explore the factors influencing vaccine uptake and impact of COVID-19 on vaccine uptake among community-dwelling older adults in Singapore. 
 Methods: A mixed methods study involving a survey and face-to-face semi-structured interviews were conducted between September 2020 and July 2021. Community-dwelling older adults aged ≥ 65 years were recruited from 27 Community Nurse Posts. Data on participants’ demographics, health condition(s), vaccination status, attitudes towards influenza infections and vaccinations, willingness to pay, intention for future vaccination and source of information were collected via the survey. Semi-structured interviews were conducted to understand vaccination experiences, key enablers and barriers, and the impact of COVID-19 on vaccine uptake. All interviews were analyzed using Braun and Clarke’s thematic analysis. Quantitative data were analyzed using descriptive statistics, chi-square tests and multinomial logistic regressions. 
 Results: A total of 235 participants completed the survey. Living arrangement was a statistically significant contributing factor for influenza vaccine uptake (ꭓ2= -0.139; p=0.03). Participants who lived alone were 2.5 times more likely to be vaccinated than those living with others (OR=2.504, 95% CI: 1.294-4.842, p=0.006). Avoidance of getting infected (82.5%), avoidance of transmission to others (84.7%), and advice from healthcare professionals to receive vaccination (83.4%) were key enablers while concerns about possible side effects (41.2%), effectiveness of vaccine (42.6%), and not having enough information (48.1%) were barriers. Twenty participants were interviewed. The findings were congruent with the survey results. Five themes were identified as follows: 1) Perceived importance of influenza vaccination, 2) Sphere of influence, 3) Healthcare schemes and medical subsidies, 4) Psychological impediments, and 5) Inconsistent emphases at various touch points. 
 
 Conclusion: Greater public health efforts are needed to reach out to the larger population of older adults of different living arrangements, and those concerned about the possible side effects and effectiveness of the influenza vaccine. Healthcare professionals need to provide more information to address these concerns, especially during COVID-19, to encourage vaccine uptake. 
 Keywords: older adult, influenza, vaccine, vaccination, barrier, enabler, mixed methods

Market segmentation based on consumers' multi-channel behaviours on e-retail purchases

Consumers use online retailing to purchase and collect information about products. The main purpose of this research is to identify the characteristics of online consumers, focusing especially on low-involvement products according to their multi-channel behaviour. The study population consists of individuals residing in Erzurum, Turkey, and the sample was selected using the convenience sampling method. The data from a sample of 300 participants were collected through online surveys. The link to the survey forms was sent to the participants via e-mail and telephone. The collected data was analyzed with factor analysis - principles components, reliability analysis - Cronbach Alpha, clustering analysis - Two Steps, and correlation analysis - Pearson. Cluster analysis based on consumers' online shopping preferences identified four different consumer groups in detail, focusing on the purchasing channels of online stores and the media touch points of mobile devices and personal computers. The cluster analysis also includes the psychographic and demographic characteristics of the participants. The results of this study can contribute to retailers better shaping their strategies and marketing efforts by providing greater insight into consumers' behaviour in online shopping. It also aims to contribute to the academic literature by emphasizing the importance of low-involvement products in online purchasing processes.

HIDDEN BARRIERS TO ENGAGING HOME- AND COMMUNITY-BASED SERVICES IN DEMENTIA CARE RESEARCH

Abstract The high prevalence of dementia in the United States has resulted in a reliance on home-and community-based services (HCBS) to assist in the provision of care for community-dwelling persons living with dementia. Partnering with HCBS organizations, like Adult Day Services (ADS), is beneficial to disseminating evidence-based dementia care interventions as it is an existing service that can be leveraged to foster relationships between research staff and clients. While benefits exist, challenges in identifying community-partner organization, ethical approval, and community-partner staffing can be unintended barriers. Using the ADS Plus Program as a case-study, this presentation will detail hidden barriers in engaging HCBS partnerships into dementia care research. Specifically, we will discuss barriers to 1) developing relationships to implement a multi-site national-trial, 2) high touch points necessary to engage sites from underrepresented populations, 3) institutional review board requirements (e.g. CiTi training, Federal Wide Assurance Forms), and 4) staff readiness to participate in research. We also offer recommendations based on lessons learned from the ADS Plus Program to enhance the pipeline from engagement with HCBS to participate in research to implementing an evidence-based interventions. Lessons learned from the ADS Plus Program demonstrates that changes are needed to improve the efficiency of the pipeline from community-based participation into dementia care research and implementation of evidence-based interventions.

Perceiving an entrepreneurial climate at universities: An inquiry into how academic entrepreneurs observe, use, and benefit from support mechanisms

This article condenses a variety of entrepreneurship support mechanisms—formal and informal ones—and, more importantly, assesses touch points of university members who actually became entrepreneurs (i.e., academic entrepreneurs) with such support mechanisms. Specifically, we apply an individual-centric perspective and scrutinize to what extent academic entrepreneurs (i) observe, (ii) use, and (iii) benefit from entrepreneurship support mechanisms. Mapping survey data from 229 academic entrepreneurs with archival data covering 107 universities in Austria and Germany enables us to test a unique dataset through hierarchical linear regressions. Our results reveal that academic entrepreneurs' observation of support mechanisms is a strong predictor of their entrepreneurial climate perception. This effect is weakened by high shares of formal support mechanisms, emphasizing the important role of informal entrepreneurship support mechanisms. Surprisingly, the actual usage of observed support mechanisms does not have a significant effect on entrepreneurial climate perceptions at universities. Instead, the usage of support mechanisms only strengthens or weakens entrepreneurial climate perceptions depending on how beneficial the used support mechanisms have been to the academic entrepreneurs. Our findings illuminate that how academic entrepreneurs perceive the entrepreneurial climate at their alma mater hinges on their different levels of prior contact with support mechanisms.

Mamaearth: from a mother’s dilemma to a multi-crore brand

Learning outcomes The case study has several objectives: to gauge the evaluation of the direct-to-consumer industry in the economy of India, to analyse the competition of the brands, to ascertain the evolution of smaller direct-to-consumer (DTC) brands on the purchasing capacity of consumers, to analyse challenges in branding in Tier 2 and 3 cities and to evaluate the strategic branding decisions of Mamaearth. Case overview/synopsis During her pregnancy, Ghazal Alagh and her husband Varun Alagh, the co-founders of Mamaearth, were looking for some good and natural products for their baby’s skincare. However, she could not find products that were 100% safe. Hence, as a concerned mother, she started using a few hands-on home remedies for her baby, which were 100% organic, and then the idea clicked to her to start a baby care brand named Mamaearth, which later also included personal care products. The company started as a DTC/internet-first brand in 2016, which only used to sell products online without any intermediaries when it was still trying to make its way in the market and was aware of the stiff competition by giants such as Hindustan Unilever and Proctor & Gamble, who were ruling the market for decades. When the COVID-19 pandemic hit, the market saw a shift in consumer buying patterns. There was greater use of e-commerce touch points for shopping, as various digital platforms such as the official site of products, social media and mobile platforms were used by consumers during the pandemic, leading to digitalization in buying and digitalization of consumer shopping journey. These technology platforms were expected to play a substantial role in reaching and creating consumer awareness, transaction and retention post-COVID according to reports by Deloitte 2020. Moreover, such a shift in behaviour amidst the COVID-19 pandemic shot up sales of this DTC brand and made itself the big shot it is today, where they were looking to get into an initial public offering in just seven years of its launch. They re-evaluated their strategy, which helped them become the biggest brand in no time. Complexity academic level This case study is suitable for Doctor of Philosophy students. Supplementary material Teaching notes are available for educators only. Subject code CSS 8: Marketing.

Applying a zero-corrected, gravity model estimator reduces bias due to heterogeneity in healthcare utilization in community-scale, passive surveillance datasets of endemic diseases

Data on population health are vital to evidence-based decision making but are rarely adequately localized or updated in continuous time. They also suffer from low ascertainment rates, particularly in rural areas where barriers to healthcare can cause infrequent touch points with the health system. Here, we demonstrate a novel statistical method to estimate the incidence of endemic diseases at the community level from passive surveillance data collected at primary health centers. The zero-corrected, gravity-model (ZERO-G) estimator explicitly models sampling intensity as a function of health facility characteristics and statistically accounts for extremely low rates of ascertainment. The result is a standardized, real-time estimate of disease incidence at a spatial resolution nearly ten times finer than typically reported by facility-based passive surveillance systems. We assessed the robustness of this method by applying it to a case study of field-collected malaria incidence rates from a rural health district in southeastern Madagascar. The ZERO-G estimator decreased geographic and financial bias in the dataset by over 90% and doubled the agreement rate between spatial patterns in malaria incidence and incidence estimates derived from prevalence surveys. The ZERO-G estimator is a promising method for adjusting passive surveillance data of common, endemic diseases, increasing the availability of continuously updated, high quality surveillance datasets at the community scale.

Undervalued essential work and lacking health literacy as determinants of COVID-19 infection risks: a qualitative interview study among foreign-born workers in Sweden

ObjectivesTo investigate work and living conditions as determinants of COVID-19 infection risks in foreign-born workers in non-healthcare occupations.DesignData were collected according to a qualitative design, using semistructured interviews. Verbatim transcripts...

Design for engagement in digital omni-channel: From funnel to loop

In the information-loaded digital age, the modern customer interacts with businesses through a multitude of channels, including websites, social media, physical stores, mobile apps, in-person and more. As a result, customer engagement has become increasingly complex and fragmented, and the traditional linear marketing funnel approach is no longer sufficient to meet the needs of modern customers. Instead, businesses must embrace a continuous loop of engagement and interaction across channels, known as the omni-channel approach, to create seamless and personalised customer engagement. This paper explores this shift in customer engagement strategies from a linear funnel approach to a continuous loop of interaction in an omni-channel environment. It provides a platform to share insights and best practices in designing engaging and seamless customer journeys that span multiple touch points. The scope of the paper includes, but is not limited to, such topics as customer experience, omni-channel marketing, loyalty programmes, emerging technologies, user behaviour and centralised data platforms. The paper takes a multidisciplinary approach, drawing on such fields as digital marketing, design, psychology and technology, in the context of experience design strategy, to provide a comprehensive understanding of engagement design in an omni-channel context. It also addresses the challenges and opportunities presented by the emerging subscription model as a new loyalty strategy and how it fits into the loop of engagement design. The paper contributes to the development of a holistic approach to engagement design that prioritises the customer’s needs, preferences and behaviours, and recognises the importance of continuous and personalised interactions across channels. By sharing knowledge and insights, this paper can help create meaningful and long-lasting relationships with customers and achieve sustainable engagement in a rapidly changing digital ecosystem.