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Exploring the Connection Between Population Health Management and Patient-Centered Care in the Healthcare Marketing Mix
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Author(s): Naiara Torres Oliveira (Polytechnic Institute of Cávado and Ave, Portugal), Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave (IPCA), Portugal & Applied Management Research Unit (UNIAG), Portugal & Centre for Tourism Research, Development and Innovation (CiTUR), Portugal)and Cláudia Miranda Veloso (ESTGA, University of Aveiro, Portugal & Universidade Aberta, Portugal)
Copyright: 2025
Pages: 26
Source title:
Convergence of Population Health Management, Pharmacogenomics, and Patient-Centered Care
Source Author(s)/Editor(s): Anastasius S. Moumtzoglou (P & A Kyriakou Children's Hospital, Greece)
DOI: 10.4018/979-8-3693-3260-3.ch013
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Abstract
The chapter offers a comprehensive overview of marketing in the healthcare sector, its evolution and the strategic intersection with Value-Based Healthcare(VBHC). While challenges are recognized, the opportunities presented indicate a promising path towards a more efficient and patient-centered healthcare system. This convergence represents a contemporary response to healthcare demands, aiming for a healthier future centered on the value perceived by the patient. The healthcare ecosystem, made up of entities, employees and patients, plays a critical role in determining the quality of care. The introduction of the Value-Based Healthcare (VBHC) model, focused on maximizing the value delivered to the patient in relation to costs, presented challenges but also significant opportunities. These opportunities include innovations in payment models, an emphasis on interdisciplinary collaboration, and a renewed focus on prevention.The intersection between Value-Based Healthcare (VBHC) and the marketing mix revealed strategic implications.
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