Strategic Marketing Funnel Models in Healthcare: The Role of Healthcare Professionals and Patients in the Referral Paths and the Consumerization of Healthcare Industry

Abstract

The purpose of this paper is to assess the dynamics of the interactions of physicians with patients in healthcare, as a result of mapping the pathways of the treatment of the latter. In this context, the influence factors of the decision process of a therapy need to be defined as the output of the interaction of the stakeholders involved in the decision process.

The external landscape of healthcare is examined in depth and relevant literature focusing on the behavioral response models and the hierarchy of the effects models, is leveraged to identify the gaps and answer the key questions. The research of the study contains two surveys with 89 respondents in total, to patients, family caregivers, healthcare professionals, and healthcare business leaders, to define the treatment pathways of patients with severe diseases, as well as the influence factors shaping the decision process of the treatment.

This leads to the development of the healthcare patient referral path and influence drivers’ model that attempts to create value and utility within the healthcare industry.