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How do omnichannel strategies contribute to value-based healthcare? : An orchestra-based analysis

Author

Listed:
  • Marco Paiola
  • Tatiana Khvatova

    (EM - EMLyon Business School)

  • Francesco Schiavone
  • Alberto Ferraris

Abstract

"The healthcare ecosystem is currently characterized by multiple interactions at different levels that call for new managerial approaches in line with value-based healthcare, where the omnichannel strategy is crucial. Drawing on the omnichannel approach in the B2B context, the overall objective of the current study is to unveil the underlying mechanisms through which a healthcare organization can transform the value creation process within its business ecosystem. An in-depth case study of an ecosystem has been used to demonstrate how the design and development of digital solutions can provide better services to the different agents involved in the healthcare sector. Our results show how an orchestra model of an innovation ecosystem effectively works and reveal the orchestration mechanisms operating in the healthcare industry, drawing on the example of the Patient Support Program (PSP) provider as the orchestrator. Moreover, key challenges have been highlighted, and the role of B2B marketing has been identified as crucial, providing important implications for managers and scholars."

Suggested Citation

  • 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.
    • Handle: RePEc:hal:journl:hal-04325738
    Note: View the original document on HAL open archive server: https://hal.science/hal-04325738v1
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Omnichannel strategy; Value-based healthcare; Orchestra model; Innovation ecosystems;
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