Guest editorial: Marketing as an Integrator in Integrated Care

• Published in: European journal of marketing 2018-11, Vol.52 (11), p.2194-2206
• Main Authors: Keeling, Debbie Isobel, Rigby, Michael, de Ruyter, Ko, Bove, Liliana L., Stern, Philip
• Format: Article
• Language: English
• Subjects: Consumers; Decision making; Health care; Informatics; Innovations; Integrated approach; Integrated delivery systems; Marketing; Patients; Science; Social research; Social sciences; Values
• ISSN: 0309-0566; 1758-7123
• DOI: 10.1108/EJM-11-2018-899

[...]projects focussing on enhancing communications between stakeholders with supporting information structures include KITE and CancerStories (cancerstories.info). Notwithstanding, marketing is often the overlooked and misunderstood possible partner in major health and care projects at National and European levels, which has constrained its potential impact on this area. [...]this special section showcases how research in various domains of marketing can play a central integrator role in drawing together multiple disciplines around integrated care in addressing the challenges that consumers, practitioners and policymakers face. [...]we provide insights into how research in integrated care can in turn inform and advance marketing theory and the formation of multidisciplinary research networks to play a leading role in this important arena. The essential vision of person-centred integrated care challenges established practices and care delivery processes, necessitating changes in service policy, delivery and the development of innovative technology solutions, while also changing societal thinking about health-care professions and the role of patients and their advocates.