Technology innovation in healthcare and changing patient?s behaviors: new challenges for marketing

The authors aim to determine the role of an innovative healthcare marketing approach, emerging within the context of recent health technological developments and in the light of a new patient profile. In the first section of the paper, academic literature allows reaching a full understanding of recent innovations in the healthcare industry and of the new expectations arising in today?s patients. On one side, health information technology (HIT) mainly focuses on enhancing life expectancy and on improving diagnostic and treatment options, both in an efficient and cost effective way. On the other, today?s patients are willing to accept HIT applications and switch to new and unconventional service delivery solutions in order to get a better care experience and a deeper involvement in the care process. In the second section, results of an empirical research based on primary data provide evidence of patients? emerging value drivers. Our aim is to present a critical discussion on how a marketing-based approach could lead to better results, from both the patient?s and healthcare provider?s point of view. As a consequence, a major reengineering of healthcare services is required and must be driven by a new healthcare marketing approach.