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• W2894876943 abstract "Purpose The purpose of this paper is to discuss how, using a futures studies perspective, marketing is uniquely positioned to address future challenges facing health-care service systems. Design/methodology/approach The futures studies perspective involves predicting probable, preferable and possible futures. Using digital and face-to-face data collection methods, health-care professionals, academics and patients were asked about their perspectives and expectations of health care’s future. Using grounded theory, responses were analyzed to a point of thematic saturation to expose the immediate probable future and a preferred future of health care. Findings Patients expressed a desire to participate in health-care delivery, impacting caregivers’ roles. Thus, co-creation of value in this context is contingent on the relationship among stakeholders: patients, patients’ families, caregivers and health-care organizations. Concordance, a type of value co-creation, is an effective way for physicians and patients to ameliorate health outcomes. Research limitations/implications Although a more diverse sample would be ideal, insight from health-care professionals, academics and patients across global regions was obtained. Practical implications To achieve a preferred future in health care, practitioners should implement a three-pronged approach, which includes health promotion and prevention, appropriate use of technology in health care and concordance. Originality/value Using patients, health-care professionals and academics, this research broadens the concept of value co-creation in health care. Additionally, paths (i.e. promotion and prevention, technology use and concordance) to a preferred health-care future are uncovered." @default.
• W2894876943 created "2018-10-12" @default.
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• W2894876943 date "2019-08-12" @default.
• W2894876943 modified "2023-10-16" @default.
• W2894876943 title "Future thinking: the role of marketing in healthcare" @default.
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• W2894876943 doi "https://doi.org/10.1108/ejm-10-2017-0779" @default.
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