Using Personal Data to Advance Preventive Healthcare Services
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Using Personal Data to Advance Preventive Healthcare Services
Tero Huhtala
Received: 5 March 2018 / Accepted: 7 May 2018 / Published: 30 June 2018 © The Society of Service Science and Springer 2018
ABSTRACT Services are becoming increasingly digitally enabled and data-driven. Big data, and especially a subset of big data called personal data, is expected to afford new levels of efficiency for service providers and various opportunities for personalization for customers. Healthcare sector specifically can benefit from the use of wide ranging personal data to accommodate for a holistic view of an individual’s overall health. However, few studies have focused on how to capitalize on this increasingly available resource. This study proposes the following research question: how can personal data be used to advance preventive healthcare services? This research contributes to the marketing and service research literature by extending the knowledge on using data to advance service by identifying seven key resources for integrating personal data by specifically addressing resource integration in the preventive healthcare domain.
KEYWORDS Data, Service, Preventive Healthcare, Resource, Resource Integration
Tero Huhtala ( ) Department of Marketing, Management, and International Business Oulu Business School, University of Oulu, Finland e-mail: [email protected]
78 Tero Huhtala
1. INTRODUCTION Healthcare is a sector that is in turmoil with its substantial role in national economies and typically inefficient quality and cost (Porter and Tiesberg 2004). What customers really want are solutions for a healthy life, but the focus of healthcare is currently in treating illnesses, rather than preventing them (Joiner and Lusch 2016). However, the industry is slowly shifting its focus away from reactionary illness treatment toward a more active, preventive and human-centered approach (Hood and Flores 2012; Porter and Lee 2013; Baldwin 2010; Collins and Varmus 2015). Predictive, preventive, participatory and personalized healthcare is predicted to be the solution for the rapidly increasing national healthcare costs brought about by the skewed age structure in the developed countries (Hood and Flores 2012). Information is a critical resource in health care (Beirão et al. 2017; Pinho et al. 2014). The importance of extensive use of data and technology to improve strategies for predicting, preventing and managing unfavorable health conditions is widely acknowledged (Collins and Varmus 2015; Baldwin 2010; Pinho et al. 2014). The healthcare industry maintains a variety of health records, and the amount data produced is increasing exponentially. However, there are notable challenges in the utilization of wide ranging data in healthcare. One being the discrepancy in the attitudes of the healthcare professionals in utilizing data (Lintern and Motavalli 2018). While policy makers promote the development and use of information systems in healthcare, clinicians often find them disruptive and inefficient in their work. Moreover, the inad
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