Intensive Care

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Author(s): Eric Van Genderen (Institute of Management Technology (IMT), UAE)
Copyright: 2014
Pages: 15
Source title: Cases on Consumer-Centric Marketing Management
Source Author(s)/Editor(s): Vimi Jham (Institute of Management Technology, Dubai, UAE)and Sandeep Puri (Institute of Management Technology, Ghaziabad, India)
DOI: 10.4018/978-1-4666-4357-4.ch006

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

Customer-centric organizations are those firms that seek to gain a strategic advantage by focusing on the customer (as opposed to the firm, product line/service(s), processes, financial statements, etc), thereby more effectively offering goods/services that meet the needs and wants of the customer. As an industry, healthcare has the added challenge of needing to offer customized products/services that not only address the needs/wants of customers, but must also do so in an ethical and sensitive way. Patients availing the products/services of healthcare professionals, more-often-than-not, require psychological support in addition to the requisite physical care and/or treatment. It has been well established that one’s psychological state has dramatic impact on the physical and vice versa. This case is set in the Middle East, and centers around the two main concepts of: 1). Customer-centric business practices, and 2). ethical healthcare behavior, respectively. The case, itself, is closely based on the author’s first-hand experience. Identifying information has been modified so as not to reveal the identities of the institution, managing enterprise, or employees.

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