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Service innovation is urgent in healthcare

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  • Leonard L. Berry

    (Texas A&M University
    Institute for Healthcare Improvement)

Abstract

Healthcare is a service setting where meeting the needs of customers (patients and their families) is uniquely challenging. But the necessity, complexity, cost, and high-emotion nature of the service, as well as technological advances and competitive dynamics in the industry, make the imperative for service innovation in healthcare especially urgent. Forward-thinking healthcare institutions around the United States are succeeding in establishing a value-creating innovation culture and in implementing operational and strategic service innovations that benefit them and their stakeholders. They view continuous innovation as a non-negotiable goal, prize institutional self-confidence, and include patients and families on the innovation team. Cancer care, in particular, faces a pressing need for service innovation, and some progressive oncology centers are demonstrating what is possible to improve the patient and family service experience. The imperatives, now, are for service innovation to become part of the fabric of how all healthcare institutions, not just the groundbreakers discussed in this article, operate—and for academics in the field of marketing to play a crucial role in that effort.

Suggested Citation

  • Leonard L. Berry, 2019. "Service innovation is urgent in healthcare," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 78-92, June.
    • Handle: RePEc:spr:amsrev:v:9:y:2019:i:1:d:10.1007_s13162-019-00135-x
    DOI: 10.1007/s13162-019-00135-x
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    References listed on IDEAS

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    1. Jaideep Prabhu & Sanjay Jain, 2015. "Innovation and entrepreneurship in India: Understanding jugaad," Asia Pacific Journal of Management, Springer, vol. 32(4), pages 843-868, December.
    2. Martin Gaynor & Kate Ho & Robert J. Town, 2015. "The Industrial Organization of Health-Care Markets," Journal of Economic Literature, American Economic Association, vol. 53(2), pages 235-284, June.
    3. Ju-Yeon Lee & Shrihari Sridhar & Conor M. Henderson & Robert W. Palmatier, 2015. "Effect of Customer-Centric Structure on Long-Term Financial Performance," Marketing Science, INFORMS, vol. 34(2), pages 250-268, March.
    4. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
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    Cited by:

    1. Brad Stuart, 2019. "For service innovation in end-of-life care, branding and messaging matter," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 110-114, June.
    2. Lia Patrício & Jorge Grenha Teixeira & Josina Vink, 2019. "A service design approach to healthcare innovation: from decision-making to sense-making and institutional change," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 115-120, June.
    3. Marco Paiola & Tatiana Khvatova & Francesco Schiavone & Alberto Ferraris, 2023. "How do omnichannel strategies contribute to value-based healthcare? : An orchestra-based analysis," Post-Print hal-04325738, HAL.
    4. Paiola, Marco & Khvatova, Tatiana & Schiavone, Francesco & Ferraris, Alberto, 2023. "How do omnichannel strategies contribute to value-based healthcare? An orchestra-based analysis," Journal of Business Research, Elsevier, vol. 167(C).
    5. Maureen Bisognano, 2019. "The new era of service: new roles, new places and new partnerships," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 93-97, June.
    6. Manila Bonciani & Ilaria Corazza & Sabina Rosis, 2022. "The COVID-19 emergency as an opportunity to co-produce an innovative approach to health services provision: the women's antenatal classes move on the web," Italian Journal of Marketing, Springer, vol. 2022(1), pages 59-85, March.
    7. Martin Mende, 2019. "The innovation imperative in healthcare: an interview and commentary," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 121-131, June.
    8. Pirrotta, L. & Guidotti, E. & Tramontani, C. & Bignardelli, E. & Venturi, G. & De Rosis, S., 2022. "COVID-19 vaccinations: An overview of the Italian national health system's online communication from a citizen perspective," Health Policy, Elsevier, vol. 126(10), pages 970-979.
    9. Jochen Wirtz, 2019. "Cost-effective service excellence in healthcare," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 98-104, June.
    10. Kokshagina, Dr Olga, 2021. "Managing shifts to value-based healthcare and value digitalization as a multi-level dynamic capability development process," Technological Forecasting and Social Change, Elsevier, vol. 172(C).

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