Nieroda, Marzena; Catalina, Cernica; Vernon, Bainton; (2024) Patient-Centric Innovation: A Roadmap to Transforming Healthcare Systems. Marketing Review St Gallen (In press).

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Abstract

Consumer demands for personalized, patient-centric healthcare, combined with resource scarcity, pressure healthcare decision-makers to improve clinical and operational processes and accelerate digital transformation (Philips, 2021). To innovate and expand health services, hospitals and healthcare providers recognize the need to extend their limited resources, leading to the growing importance of unbound care models. These models, which integrate diverse services into patients’ everyday lives, are increasingly viewed as pivotal to the digital transformation of continuous healthcare delivery (Gandhi et al., 2024). To enable such continuous care, healthcare providers are pursuing entrepreneurial ecosystems through mergers, acquisitions, joint ventures, and alliances (Clark et al., 2022). The growth of more sophisticated digital healthcare also contributes to this trend, with digital fitness and wellbeing, digital treatment and care, and online doctor consultation technologies projected to push global revenues to US$ 180.68 billion by 2029 (Statista, 2024). Advocates for these innovative models emphasize partnerships and collaborative networks as essential for building a more sustainable and equitable healthcare system, ultimately improving patients’ quality of life. However, despite 85% of pharma executives acknowledging the importance of partnerships, over 60% report high failure rates (Solbach et al. 2024). A recent report by Research2Guidance identified the lack of clear partnership strategy as the top reason behind partnership failures, with 55% of surveyed executives citing this as a problem (Jahns, 2023). While marketing literature offers some guidance on structuring collaborative networks—integrating diverse services into consumers’ everyday lives and journeys—it falls short of providing a comprehensive framework for forming, navigating, and managing such networks within healthcare partnerships. Existing research on patient-centric networks and ecosystems focuses on consumer journeys that enable individuals to engage with service providers catering to various needs through the principles of value co-creation (Gallan et al., 2019; McColl-Kennedy et al., 2012; Ramaswamy & Ozcan, 2016; Vargo et al., 2017). Yet, contemporary health services tend to view individuals primarily through the lens of biological needs and the health–disease spectrum, making them very intervention-focused and fragmented (El Khoudary et al., 2019; Patricio et al., 2020). Healthcare partnership strategy needs to take a more holistic view of an individual, including the health–disease spectrum, daily experiences, social connections, overall outlook on life, and emotional wellbeing. This approach allows for a richer tapestry of connected solutions that can engage patients and specialists. Successful engagement leading to improved health outcomes is likely to drive successful collaborations and networks. To drive change and support patient-centric innovation, we present two case studies from Denmark and the USA that demonstrate how networks supporting holistic, patient-centric health journeys can be formed to deliver value. We then propose a roadmap to facilitate network and ecosystem building, providing recommendations on how to support the creation of sustainable healthcare partnerships and networks.

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