Innovative Marketing in the Health Industry

dc.contributor.author Jiwani, Zahra Ladha
dc.contributor.author Poulin, Marc
dc.date.accessioned 2022-04-22T06:38:04Z
dc.date.available 2022-04-22T06:38:04Z
dc.date.copyright © 2017
dc.date.issued 2017
dc.description This conference paper is not available at CUD collection. The version of scholarly record of this paper is published in Leadership, Innovation and Entrepreneurship as Driving Forces of the Global Economy. Springer Proceedings in Business and Economics (2017), available online at: https://doi.org/10.1007/978-3-319-43434-6_25 en_US
dc.description.abstract The 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. en_US
dc.identifier.citation Jiwani, Z.L. & Poulin, M. (2017). Innovative Marketing in the Health Industry. In R. Benlamri & M. Sparer (Eds.) Leadership, Innovation and Entrepreneurship as Driving Forces of the Global Economy. Springer Proceedings in Business and Economics (pp. 303 - 315). Springer, Cham. https://doi.org/10.1007/978-3-319-43434-6_25 en_US
dc.identifier.isbn 978-331943433-9
dc.identifier.issn 21987246
dc.identifier.uri https://doi.org/10.1007/978-3-319-43434-6_25
dc.identifier.uri http://hdl.handle.net/20.500.12519/547
dc.language.iso en en_US
dc.publisher Springer Science and Business Media B.V. en_US
dc.relation Authors Affiliations : Jiwani, Z.L., Canadian University of Dubai, Dubai, United Arab Emirates; Poulin, M., Canadian University of Dubai, Dubai, United Arab Emirates
dc.relation.ispartofseries Leadership, Innovation and Entrepreneurship as Driving Forces of the Global Economy. Springer Proceedings in Business and Economics;
dc.rights License to reuse the abstract has been secured from Springer Nature and Copyright Clearance Center.
dc.rights.holder Copyright : © 2017, Springer International Publishing Switzerland.
dc.rights.license License Number : 5292360058208 License date : Apr 19, 2022
dc.rights.uri https://s100.copyright.com/CustomerAdmin/PLF.jsp?ref=468b4a44-91d4-4842-b4c1-7fdbcdd3e7a2
dc.subject B2B en_US
dc.subject Health industry en_US
dc.subject Innovation en_US
dc.subject Marketing en_US
dc.subject Preventive en_US
dc.subject Social marketing en_US
dc.title Innovative Marketing in the Health Industry en_US
dc.type Conference Paper en_US
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