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CO-CREATION IN THE HEALTHCARE INDUSTRY
ENGAGING CUSTOMERS IN THE CREATION OF
VALUE AND INNOVATION?
PROF. DR. PAUL GEMMEL & DRS. KATRIEN VERLEYE
© Vlerick Business School
THE HEALTHCARE ECO-SYSTEM
Complex funding
and legal system
Complex net
of healthcare
providers
Increasing interest
in healthcare
industry
Increasing and
changing
needs
patient
patient organization
healthcare providers
government and
insurers
healthcare
industry

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© Vlerick Business School
THE CO-CREATION CASE: PART I
Read Part I of the case “Co-creating the service
experience of patients at the Maternity Center
of EDEN Hospital”
Discuss question 1 with your group members
© Vlerick Business School
THE EXPERIENCE ECONOMY
Pine & Gilmore (1999)

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© Vlerick Business School
THE SERVICE-DOMINANT LOGIC
Vargo & Lush (2008)
© Vlerick Business School
TOWARDS PATIENT-CENTERED HCOS...
Value creation model (Grönroos 2011)
INTERACTION
service
production
value creation by
customer
Firm as “value
facilitator”
Customer as
“value creator”
co-creation

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© Vlerick Business School
DISADVANTAGES OF CO-CREATION?
perception of HCO and its employees perception of patients
© Vlerick Business School
ADVANTAGES OF CO-CREATION?
Firms in general HCOs in particular
•Productivity
•Efficiency
•PSQ, satisfaction & loyalty
•Innovation
•Reputation
•Deal with personnel shortage
•Cost reduction
•Better meeting patients’ needs
•Patient emancipation
•Ideas for healthcare
optimization
“Although such consumer value co-creation in health care is still a relatively
nascent phenomenon, it is likely to have important implications for HCOs as
they continue to seek new ways to reduce health care costs and enhance
health care quality”
(Nambisan & Nambisan 2009, p. 345)

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© Vlerick Business School
VIEWPOINT
How do you gain more insight into customers’
definition of value?
© Vlerick Business School
TOWARDS PATIENT-CENTERED HCOS...
Value creation model (Grönroos 2011)
INTERACTIONservice
production
value creation by
customer
Firm as “value
facilitator”
Customer as
“value creator”
co-creation

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© Vlerick Business School
EXAMPLE 1: BOEING & HARRY
© Vlerick Business School
EXAMPLE 2: IDEASTORM DELL

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© Vlerick Business School
THE CO-CREATION CASE: PART II
Read Part II of the case “Co-creating the
service experience of patients at the Maternity
Center of EDEN Hospital”
Discuss question 2 with your group members
© Vlerick Business School
CHALLENGE 1:
CLUEING IN CUSTOMERS
By carefully managing a set of visual and
experiential clues, Mayo tells a consistent
and compelling story about its service to
customers.
From the way it hires and trains
employees, to the way it designs its
facilities, to the way it approaches care,
Mayo offers patients and their families
concrete and convincing evidence of its
strenghts and values.
Clues in people
Clues in collaboration
Clues in tangibles
.
Leonard L. Berry and Neeli Bendapudi
Harvard Business Review
Februari 2003

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© Vlerick Business School
CHALLENGE 2:
STANDARDIZATION AND PERSONALIZATION
15
Standardization Personalization
Cost-effectiveness Service excellence
Reduction Accommodation
© Vlerick Business School
TRADE-OFF AT THE EDEN HOSPITAL
I
• Website update at the Eden Hospital
II
• Information letter before first visit to Eden
Hospital
III
• Information pack after first consultation
with gynecologist
IV
• Information session and/or midwife
consultation

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© Vlerick Business School
REDUCTION VERSUS ACCOMMODATION
Frei (2006)
© Vlerick Business School
VIEWPOINT
How do you balance between reduction and
accommodation?

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© Vlerick Business School
THE CO-CREATION CASE: PART III
Read Part III of the case “Co-creating the
service experience of patients at the Maternity
Center of EDEN Hospital”
Discuss question 3 with your group members
© Vlerick Business School
TOWARDS A CO-CREATIVE ENTERPRISE
Ramaswamy & Gouillart (2010)
Identify all stakeholders touched by the process
Understand and map out current interactions
among stakeholders
Bring different stakeholders together to share
experiences and imagine ways to improve them
Build platforms to implement ideas for new
interactions and to continue the dialogue
among stakeholders to generate further ideas

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© Vlerick Business School
VIEWPOINT
Which experiences do you have with engaging
your employees and other stakeholders?
© Vlerick Business School
CO-CREATION IN THE HEALTHCARE INDUSTRY
Knowledge
sharing
Knowledge
creation
Customer-
driven
Organization-driven
Nambisan and Nambisan (2009)

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© Vlerick Business School
CO-CREATION IN THE HEALTHCARE INDUSTRY
“Diffusion
Model”
“Partnership
Model”
“Support
Group
Model”
“Open
Source
Model”
Knowledge
sharing
Knowledge
creation
Customer-
driven
Organization-driven
Nambisan and Nambisan (2009)
© Vlerick Business School
“DIFFUSION MODEL”
“Diffusi
on
Model”
“Partner
ship
Model”
“Suppor
t Group
Model”
“Open
Source
Model”

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© Vlerick Business School
“PARTNERSHIP MODEL”
“Diffusi
on
Model”
“Partner
ship
Model”
“Suppor
t Group
Model”
“Open
Source
Model”
© Vlerick Business School
“SUPPORT GROUP MODEL”
“Diffusio
n
Model”
“Partner
ship
Model”
“Suppor
t Group
Model”
“Open
Source
Model”

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© Vlerick Business School
“OPEN SOURCE MODEL”
“Diffusio
n
Model”
“Partner
ship
Model”
“Suppor
t Group
Model”
“Open
Source
Model”
Opting for a
co-creation strategy
offers opportunities
BUT take importance of
motivation of different
stakeholders into
account
BUT added complexity
for the organization
CONCLUSION

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THANK YOU!
WWW.CENTERFORSERVICEINTELLIGENCE.ORG
© Vlerick Business School
CUSTOMISED MANAGEMENT PROGRAMMES
UNLEASH THE TRUE POTENTIAL OF YOUR PEOPLE & YOUR ORGANISATION
Customised Management Programmes are impactful
learning solutions meeting your specific business needs.
The health & life sciences industry is one of Vlerick
Business School’s 4 strategic focus industries.
2012 facts and figures:
121 customised programmes for 84 different
companies
4.529 participants in 14 countries worldwide
above 80 % satisfaction rates
Some of our health & life sciences customers:
Want to know more? Feel free to contact Anne Salenbien
+32 9 210 98 72| +32 472 28 56 06 | anne.salenbien@vlerick.com

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© Vlerick Business School
OPEN ENROLMENT PROGRAMMES
EXECUTIVE EDUCATION PROGRAMMES FOR EXPERIENCED PROFESSIONALS
Our programmes address today’s most relevant
business issues. You can choose between short, but
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3.859 participants
100% of our participants would recommend the
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programme to their colleagues!
Some of our health & life sciences customers:
Dr. Frank Verbeeck
Foundation for PsychoGeriatry
Scheutbos Hospital
"I have to thank Vlerick for the
organisation and quality of the
Management for the Hospital
Professional programme. I have taken
courses with IMD and INSEAD in the
past, but what Vlerick offers is of an
equivalent and even superior level.“
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Sint-Vincentiusziekenhuis Deinze
Anesthesist-Intensivist-Algologist
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programme sparks my entrepreneurial
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(current) hospital policy in all its
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professional."
Want to know more? Visit us online or contact us:
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