Adopting a low-contact, high-focus healthcare service strategy in the era of pandemics

Uzay Damali, Enrico Secchi, Stephen S. Tax and Jeff Kessler

Chapter 4 in Research Handbook on Services Management, 2022, pp 54-69 from Edward Elgar Publishing

Abstract: The operations literature has identified many benefits to organizations that shift from a low focus, high contact design to a high focus, low contact strategy. We examine how a once primary care medical service made the transition to become a provider focusing solely on allergy treatment. The challenges were particularly acute as the shift to a low contact service was combined with a growth strategy to expand the geographic market served. Many of the challenges emerged as the strategic shift encompassed several stages, each of which was at odds with the traditional practices observed by patients, physicians and the insurance industry. We discuss the barriers to the strategic shift and the profound effect that COVID-19 had on changing the mindset and practice of the stakeholders in the market. Research questions are provided to encourage further inquiry into the lasting impact of the pandemic on healthcare delivery.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2022
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