Innovative Marketing in the Health Industry

Zahra Ladha Jiwani () and Marc Poulin ()
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Zahra Ladha Jiwani: Canadian University of Dubai
Marc Poulin: Canadian University of Dubai

Chapter Chapter 25 in Leadership, Innovation and Entrepreneurship as Driving Forces of the Global Economy, 2017, pp 303-315 from Springer

Abstract: Abstract The health care industry continues to face the challenges of being able to provide high quality services at an acceptable cost. One of the challenges being faced is the reactive versus proactive mode of health professionals and patients, in dealing with health issues. This is due in part to the incongruent incentive structures in place for the B2B stakeholders, as well as the need to create greater awareness of preventive care and its benefit over reactive care. While some stakeholders are now increasing their focus on preventive health care initiatives in order to be more effective and efficient, the health care industry still faces the ultimate marketing challenge of changing health care providers to shift towards a more proactive versus reactive approach to health care. This article explores the literature and industry best practices in marketing for companies focusing on preventive health care. The article discusses a variety of ideas and critically analyzes their potential in the context of a company’s innovative business model on the global market.

Keywords: Innovation; Health industry; Marketing; B2B; Preventive; Social marketing (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-43434-6_25

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DOI: 10.1007/978-3-319-43434-6_25

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