VALUE CO-CREATION THROUGH PARTNERSHIP IN HEALTHCARE SECTOR - ROLE OF THE FIRM

Abstract

Previous studies indicate a lack of research on value co-creation in healthcare sector, in particular in public private partnerships between hospital and a firm. The purpose of this study is to investigate 1) What is the role of a firm in a partnership and value co-creation? 2) Which are the factors enabling value co-creation and partnership? 3) What are the potential areas of value co-creation in the partnership with firm and healthcare provider?

This study was conducted by using multi-method approach. In the first phase, exploratory study methods were used, in order to create a holistic model and to create a theoretical baseline for the study. Next, the quantitative study was conducted, by utilizing survey method. The survey was sent to 467 people working in hospital (in areas of nephrology and intensive care). The response rate varied by question, being 29-48 %.

The findings of the study suggest that the firm has an important role in value co-creation and partnership. The firm is not solely seen as a supplier of product, but rather a solution supplier or a partner with whom to co-create value to the patient. The results of this study are in line with the previous literature suggesting that the common goals, open communication, transparency, information sharing and shared decision making are important factors in successful partnership. The study also suggests several potential areas for value co-creation and partnership.

The study offers theoretical contribution to the existing literature by creating a value co-creation and partnership model for healthcare. The managerial implications of this study are built around the result, that customers are already interested on partnerships, but through the Social and Health Care Reform this interest will most probably increase. The firms should already be changing their strategy to fit the future needs of the customer. Until now, these actions have been primarily focused on sales, but in the future also other parts of the firm need to embrace the same strategy.