CBR 2013 • Rollins College, Florida, USA BRAND AUTHENTICITY IN HEALTHCARE: CONCEPTUALIZING AUTHENTICITY IN THE PRIVATE HOSPITAL MARKET GUILHERME VICTORINO SCHOOL OF STATISTICS AND INFORMATION MANAGEMENT NOVA UNIVERSITY, LISBON, PORTUGAL 28 th September 2013
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CBR 2013 • Rollins College, Florida, USA
BRAND AUTHENTICITY
IN HEALTHCARE:CONCEPTUALIZING AUTHENTICITY
IN THE PRIVATE HOSPITAL MARKET
GUILHERME VICTORINO
SCHOOL OF STATISTICS AND INFORMATION MANAGEMENT
NOVA UNIVERSITY, LISBON, PORTUGAL
28th September 2013
INTRODUCTION
●Motivation
●Context
●Assumptions
METHODS
●In-depth interviews
●Focus-Groups
CONCLUSIONS
●Exploratory Research findings
LIMITATIONS
●Research limitations and future work
Issues to be addressed
Motivation
● Critical changes in the healthcare sector…
INTRODUCTION METHODS DISCUSSION FUTURE RESEARCH
Hospital
AHospital
B Hospital
CQuality | Convenience | PriceAccess
public private
Objective: contribute to a better understanding of Customer Behavior Towards Hospital Choice
Context
INTRODUCTION METHODS DISCUSSION FUTURE RESEARCH
Custo
mer
20% population
Access to Private Healthcare
in Portugal
Source: CEA Statistics N°41: The
European Health Insurance Market in
2008
Context
INTRODUCTION METHODS DISCUSSION FUTURE RESEARCH
How to
choose?
ProactiveLots of Quality
OptionsAccess to information
2nd opinion
Convenience Driven
Passive
No Options
No Information
No Rights
from to
Consumer Driven Healthcare How to atract
customers?
Guarantee financial
survival
Assumptions
Fischer et al. (2004) have shown that the importance of brands in consumers’ decision making varies according with the type of product/market.
● In healthcare, like in any service firm, branding plays a special role
because strong brands increase trust in intangible goods, enabling
customers to better visualize and understand their experience
(Berry, 2000).
The Consumer (Patient)-Brand Relationship is an effective driver in Healthcare decisions
INTRODUCTION METHODS DISCUSSION FUTURE RESEARCH
Assumptions
● For labor-intensive services, however, those experiences are primarily with
people rather than manufactured goods and customers perceive the source
of the experience as the brand (Berry, 2007)
In commercial relationships perceived salesperson authenticity leads to credibility
and trust and ultimately facilitates long-term relationships.
What about authenticity in healthcare?
While consumers seek authentic brands and consumption experience,