CHaSR lunchtime seminar: "Self-service in complex credence health care management: possible or preposterous?"

Published: Monday 6th July 2015

Professor Sandra Jones and The Centre for Health and Social Research (CHaSR) invites you to a Lunchtime Research Seminar titled "Self-service in complex credence health care management: possible or preposterous?" The seminar features Dr Nadia Zainuddin, a researcher and lecturer in marketing at the Faculty of Business, University of Wollongong. She is a specialist in the area of value creation, particularly in the fields of health, wellness, and wellbeing.

When: Wednesday 8th July, 12pm for a 12:30pm start

Venue: Australian Catholic University, Mary MacKillop Institute for Health Research, Level 5, Meeting Room 1, 215 Spring Street, Melbourne

RSVP: Friday, 3 July - Research.CHaSR@acu.edu.au

Lunch will be provided - please advise of any special dietary requirements when you RSVP.

Health care management is an area of research that receives considerable attention and interest from a variety of research fields such as public health, services marketing, and social marketing.

A challenge exists for health care managers in encouraging uptake of preventative health care services, particularly those that are considered unsought, avoidance services due to some unpleasant aspect of their nature such as discomfort, or embarrassment.

In addition, health services, despite their credence qualities are increasingly being outsourced to individuals to self-produce, reflecting a trend towards self-service that has existed in fields such as banking and finance, travel, and DIY home improvements.

This trend towards self-service health care management represents a unique challenge for health service organisations, in a climate where participation rates are below recommended national standards.

In response, creating value propositions for health care self-service target audiences provides a useful means of incentivising action, and potentially overcoming the challenges of low participation rates.

This seminar explores value creation in health self-services, by proposing the concept of value self-creation and empirically validating this concept in a preventative health self-service; bowel screening. Implications for health service managers will be discussed, as well as theoretical and research implications of this study.

 

Dr Nadia Zainuddin

Dr Nadia Zainuddin is a Researcher and Lecturer in Marketing at the Faculty of Business, University of Wollongong. She is a specialist in the area of value creation, particularly in the fields of health, wellness, and wellbeing. Nadia also works in related research areas such as Transformative Service Research, technology and its use in service and social change, and branding in social marketing. She is an Editorial Advisory Board member for the Journal of Services Marketing, Guest Editor of the World Social Marketing Special Issue for the Journal of Social Marketing, and Co-Chair of the upcoming International Social Marketing Conference 2016.


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