Healthcare: Market Dynamics, Policies and Strategies in Europe

by Mario Glowik (Editor), Slawomir Smyczek (Editor)

Overview

Emerging challenges related to socio-demographics and economics require new approaches for academics, politicians, hospital management, clinical staff, public institutions, and firms doing business in the healthcare industries. This book provides valuable insights for understanding modern and complex healthcare market configurations in Europe. Taking a unique cross-country perspective the authors figure out critical success factors for relevant stakeholders. Mario Glowik is Professor of International Strategic Management at the Berlin School of Economics and Law. He holds a Doctorate in Business Administration from the Freie Universität Berlin in Germany and gained his habilitation (post-doctoral qualification) at the Vienna University of Economics and Business, Austria. Slawomir Smyczek is Marketing Professor at the University of Economics in Katowice (Poland), where he earned his Ph.D. In 2010, the Polish Prime Minister awarded his habilitation thesis as the best in the field of economics in the entire country.

Product Details

ISBN-13:	9783110414912
Publisher:	De Gruyter
Publication date:	05/19/2015
Sold by:	Barnes & Noble
Format:	eBook
Pages:	262
File size:	11 MB
Note:	This product may take a few minutes to download.
Age Range:	18 Years

About the Author

Prof. Dr. Mario Glowik (Berlin School of Economics and Law); Prof. Dr. Slawomir Smyczek (Univ. of Economics, Katowice, Poland)

Table of Contents

Preface v

1 Introduction to the European Healthcare Market Justyna Matysiewicz 1

1.1 Introduction 1

1.2 Concept of the healthcare system 1

1.3 Healthcare systems in the EU 3

1.4 Healthcare expenditure 7

1.5 Private health insurance in the EU 9

1.6 EU healthcare systems: the patient perspective 12

References 14

2 Investment Attractiveness of the Healthcare Markets in Europe Jagoda Gola 17

2.1 Introduction 17

2.2 Investment attractiveness - theoretical attitude 17

2.3 Macro-level factors influencing medical market attractiveness 19

2.4 Micro-level factors influencing medical market attractiveness 27

2.5 Available market attractiveness measures 35

2.6 Forecasts - potential areas of investment 37

Conclusions 39

References 40

3 Consumption and Consumer Behavior in the European Healthcare Market Artur Turek Aleksander Owczarek 45

3.1 Introduction 45

3.2 Medication reimbursement systems 47

3.3 Changes to the pharmaceutical market in the period 2008 to 2012 49

3.4 Materials and methods 50

3.5 Results 51

3.6 Discussion 60

Conclusions 66

References 67

4 New Trends in Consumer Behavior in the European Healthcare Market Agnieszka Hat 71

4.1 Introduction 71

4.2 Trends in consumer behavior - notion, types, and characteristics 71

4.3 Consumer behavior trends on the European healthcare market 75

4.3.1 Globalization of consumption in the healthcare industry 77

4.3.2 Ethical consumption in the healthcare industry 80

4.3.3 Ecologization of consumption in the healthcare industry 81

4.3.4 Home consumption and prosumption in the healthcare industry 82

4.3.5 Virtualization of consumption in the healthcare industry 83

Conclusions 84

References 86

5 Relationship Marketing Performance of Medical Facilities Slawomir Smyczek 89

5.1 Introduction 89

5.2 The nature and stages of relationship marketing in the healthcare services 89

5.3 Quality evaluation of relationships between medical facilities and patients in the European healthcare services market 91

5.4 Model of the long-term relationship between the medical facility and patients in the European healthcare market 94

Conclusions 103

References 103

6 Emerging Buying Center Concepts in Healthcare Industries Thuy Nguyen Mario Glowik 105

6.1 Introduction 105

6.2 The reimbursement system as applied in hospitals 106

6.3 The European market for medical cardiology devices 107

6.4 Group purchasing organizations 110

6.5 The centralized procurement process 113

Conclusions 115

References 116

7 Integrated Marketing Communication in the European Healthcare Market Marta Grybs 119

7.1 Introduction 119

7.2 Integrated marketing communication - notion and characteristics 120

7.3 Healthcare marketing communication 123

7.4 European healthcare marketing communication 128

7.4.1 Healthcare marketing communication in Germany 128

7.4.2 Healthcare marketing communication in the United Kingdom 131

7.4.3 Healthcare marketing communication in Sweden 133

7.4.4 Healthcare marketing communication in Belgium 135

7.4.5 Healthcare marketing communication in Poland 137

Conclusions 140

References 141

8 Strategic Decisions under the EU Regulatory Framework for Orphan Drugs Beatrix Dietz Andreas Zaby 145

8.1 Introduction 145

8.2 Background 145

8.2.1 Current Situation and the EU Regulatory Framework for Orphan Drugs 145

8.2.2 Analytical Approach 147

8.3 Market Dynamics and Strategic Decisions in the Orphan Drug Segment 148

8.3.1 Designation and Holder of Marketing Authorization 148

8.3.2 Changes from Designation to Marketing Authorization 150

8.3.3 Role of Service Providers 151

8.3.4 Strategic Company Decisions 152

8.4 Summary and Recommendations 154

References 155

9 Healthcare Business Performance - Control Mechanisms Agnieszka Marie 157

9.1 Introduction 157

9.2 Business performance control mechanisms 158

9.3 Measures of performance in the healthcare system 158

9.4 Balanced scorecard for healthcare organizations 161

9.4.1 Germany - emergency department of the hospital in Friedrichshain 163

9.4.2 United Kingdom - Ashford and St. Peter's hospitals 166

9.4.3 Sweden - Sahlgrenska University Hospital 166

9.4.4 Belgium - Centre Hospitalier Universitaire de Liège 171

9.4.5 Poland - Specialist Hospital Louis Rydygier in Krakow 171

9.5 EFQM Excellence Model for healthcare organizations 173

Conclusions 175

References 176

10 E-healthcare Service and Business Strategies in a Virtual Environment Justyna Matysiewicz 179

10.1 Definition of healthcare service and its characteristics 179

10.2 Planning healthcare service offerings: the customer value hierarchy 183

10.3 E-health: a new approach in healthcare 184

10.4 E-healthcare services: characteristics and classification 186

10.5 E-heatth business structures 188

10.6 E-health: strategic approach 190

References 193

11 Social Media Implementation in the European Healthcare Sector Marcin Mlodozeniec 195

11.1 Introduction 195

11.2 Social media in the economy 196

11.3 Healthcare and social media 199

11.4 Use of social media in healthcare entities in the examined markets 201

11.5 Test method 204

Conclusions 211

References 212

12 Customer Values and Attitudes towards e-Health care Services Slawomir Smyczek 215

12.1 Introduction 215

12.2 Consumer attitudes and value as objects of research in the healthcare market 215

12.2.1 Consumer attitudes 215

12.2.2 Customer value 218

12.3 Value expected by customers on the European e-healthcare market 224

12.4 Model of customers' attitudes towards e-healthcare services 225

Conclusions 230

References 231

13 Efficiency Control of Building Relationships with Customers by using Social Media Marcin Tutaj 233

13.1 Introduction 233

13.2 Relationships as the value for organizations 234

13.3 Importance of social media in building relationships 236

13.4 Control of effectiveness of activities building relationships 239

Conclusions 243

References 243

About the Authors 245

Index 249