Browsing by Author "Poulin, Marc"
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Item Implementing a Mass Customization Business Model in the Health Industry(Springer Science and Business Media B.V., 2017) Poulin, MarcThe healthcare industry is undergoing many challenges due to rising costs, lower governmental support, and ineffectiveness of many treatments. One popular approach to address these issues is the P4 vision where prevention and patient participation is paramount. To implement these newer approaches, there are business process challenges in order to control costs and offer the new personalized approach. The mass customization business model has been successful in offering various levels of personalization with costs and delivery delays similar to mass production. Although it has been researched and implemented for the manufacturing industry, research has shown potential in the service industry. This article presents a business model founded on mass customization to address certain challenges in the health industry. The article discusses the issues and presents an approach to remedy the problems. The business model is demonstrated through an actual global health company head quartered in Dubai. © 2017, Springer International Publishing Switzerland.Item Innovative Marketing in the Health Industry(Springer Science and Business Media B.V., 2017) Jiwani, Zahra Ladha; Poulin, MarcThe health care industry continues to face the challenges of being able to provide high quality services at an acceptable cost. One of the challenges being faced is the reactive versus proactive mode of health professionals and patients, in dealing with health issues. This is due in part to the incongruent incentive structures in place for the B2B stakeholders, as well as the need to create greater awareness of preventive care and its benefit over reactive care. While some stakeholders are now increasing their focus on preventive health care initiatives in order to be more effective and efficient, the health care industry still faces the ultimate marketing challenge of changing health care providers to shift towards a more proactive versus reactive approach to health care. This article explores the literature and industry best practices in marketing for companies focusing on preventive health care. The article discusses a variety of ideas and critically analyzes their potential in the context of a company’s innovative business model on the global market. © 2017, Springer International Publishing Switzerland.