Strategic approaches to the "value-based health care marketing: A model suggestion

The value-based approach is an approach that helps the enterprises to construct customer relations based on trust and helps to increase the profit of the enterprise by identifying the customers' needs, by creating the advantage of being different than their rivals, by choosing the appropriate customer and it occupies an important place in providing health care services. There is no doubt that thanks to this approach providers are able to ensure access to the services, profitability, high quality, low costs, patient-centered treatment, patient satisfaction and more importantly create value for the patients. In providing a value-based healthcare service, reaching healthy conditions and sustaining the health of the patients are naturally less costly than the treatment of the illness. In this context, this work aims to suggest a model by adopting strategic approaches to the marketing of value-based healthcare services. The research model developed in this context is tested on the health care delivery institutions both in the public and private sector. The data collected through the survey method is analyzed by using the SPSS packaged software. It is understood with the data obtained through these analyses that the components that constitute the model for the value-based healthcare services have a meaningful and positive impact on patient satisfaction. The identification of the outcomes regarding the change of value of the value-based healthcare services, its impact on the quality, the satisfaction levels of the patients, changes in the costs, changes in the profit margin, the impact on the waste of time and resources, the change in brand value and the determination of the solutions when the other components that constitute the model are applied is reached through face-to-face interview method and by asking open-ended questions to the senior executives.