Market Dynamics, Policies and Strategies in Europe

Transcription

1 Healthcare Market Dynamics, Policies and Strategies in Europe Edited by Mario Glowik, Stawomir Smyczek DE GRUYTER OLDENBOURG

2 Contents Preface v Justyna Matysiewicz 1 Introduction to the European Healthcare Market Introduction Concept of the healthcare system Healthcare systems in the EU Healthcare expenditure Private health Insurance in the EU EU healthcare systems: the patient perspective 12 References 14 Jagoda Gola 2 Investment Attractiveness of the Healthcare Markets in Europe 2.1 Introduction Investment attractiveness - theoretical attitude Macro-level Factors influencing medical market attractiveness 2.4 Micro-level factors influencing medical market attractiveness 2.5 Available market attractiveness measures Forecasts - potentia! areas of Investment 37 Conclusions 39 References 40 Artur Turek and Aleksander Owczarek 3 Consumption and Consumer Behavior in the European Healthcare Market Introduction Medication reimbursement systems Changes to the pharmaceutical market in the period 2008 to Materials and methods Results Discussion 60 Conclusions 66 References 67

3 viii Contents Agnieszka Hat 4 New Trends in Consumer Behavior in the European Healthcare Market Introduction Trends in consumer behavior - notion, types, and characteristics Consumer behavior trends on the European healthcare market Globalization of consumption in the healthcare industry Ethical consumption in the healthcare industry Ecologization of consumption in the healthcare industry Home consumption and prosumption in the healthcare industry Virtualization of consumption in the healthcare industry 83 Conclusions 84 References 86 SlawomirSmyczek 5 Relationship Marketing Performance of Medical Facilities Introduction The nature and stages of relationship marketing in the healthcare services Quality evaluation of relationships between medical facilities and patients in the European healthcare services market Model of the long-term relationship between the medical facility and patients in the European healthcare market 94 Conclusions 103 References 103 Thuy Nguyen and Mario Glowik 6 Emerging Buying Center Concepts in Healthcare Industries Introduction The reimbursement system as applied in hospitals The European market for medical cardiology devices Group purchasing organizations The centralized procurement process 113 Conclusions 115 References 116

4 Contents Marta Grybs 7 Integrated Marketing Communication in the European Healthcare Market Introduction Integrated Marketing communication - notion and characteristics Healthcare marketing communication European healthcare marketing communication Healthcare marketing communication in Germany Healthcare marketing communication in the United Kingdom Healthcare marketing communication in Sweden Healthcare marketing communication in Belgium Healthcare marketing communication in Roland 137 Conclusions 140 References 141 Beatrix Dietz and Andreas Zaby 8 Strategie Decisions under the EU Regulatory Framework for Orphan Drugs Introduction Background Current Situation and the EU Regulatory Framework for Orphan Drugs AnalyticalApproach Market Dynamics and Strategie Decisions in the Orphan Drug Segment Designation and Holder of Marketing Authorization Changes from Designation to Marketing Authorization Rote of Service Providers Strategie Company Decisions Summary and Recommendations 154 References 155 Agnieszka Marie 9 Healthcare Business Performance - Control Mechanisms Introduction Business Performance control mechanisms Measures of Performance in the healthcare system Balanced scorecard for healthcare organizations Germany - emergency department of the hospital in Friedrichshain United Kingdom - Ashford and St. Peter's hospitals 166

5 X Contents Sweden - Sahlgrenska University Hospital Belgium - Centre Hospitalier Universitaire de Li&ge Poland - Specialist Hospital Louis Rydygier in Krakow EFQM Excellence Model for healthcare organizations Conclusions 175 References 176 Justyna Matysiewicz 10 E-healthcare Service and Business Strategies in a Virtual Environment Definition of healthcare Service and its characteristics 10.2 Flanning healthcare Service offerings: thecustomervalue hierarchy E-health: a newapproach in healthcare E-healthcare services: characteristics and Classification 10.5 E-health business structures E-health: Strategie approach 190 References Marcin Mtodozeniec 11 Social Media Implementation in the European Healthcare Sector Introduction Social media in the economy Healthcare and social media Use of social media in healthcare entities in the examined markets Test method 204 Conclusions 211 References 212 SlawomirSmyczek 12 Customer Values and Attitudes towards e-healthcare Services Introduction Consumer attitudes and value as objects of research in the healthcare market Consumer attitudes Customer value Value expected by customers on the European e-healthcare market Model of customers' attitudes towards e-healthcare services 225 Conclusions 230 References 231

6 Contents xi Marcin Tutaj 13 Efficiency Control of Building Relationships with Customers by using Social Media Introduction Relationships asthe valuefororganizations Importance of social media in building relationships Control of effectiveness of activities building relationships 239 Conclusions 243 References 243 About the Authors 245 Index 249