THE WEB FOR VALUE CO-CREATION IN HEALTHCARE

The work aims to understand how the web-based technologies support to the development of the value co-creation process (Vargo, Lusch, 2006; 2008) in the healthcare system, through the empirical analysis of an Italian organization: Humanitas. Design/methodology/approach: This study is based on a descriptive approach (Sellitz, Wrightsman, Cook, 1976), a qualitative analysis approach (Baker, Foy, 2003) and a single-case study method (Yin, 2002) that is consistent with the complex and dynamic nature of the healthcare organization. Findings: Humanitas is a locus of value co-creation. The advanced use of the web enhances the mutual exchange of cooperation relationships that, due to the application of complementary resources, create value for all the actors (Lusch, Vargo, 2004; Mele, 2008). Specifically, the use of internet as multiservice provider and as community integrator is empowered by the use of the apps for mobile phone. The apps foster and ensure at any time the dialogue and the interaction between Humanitas, patients and their family, making easier the access to the health service (Klasnja, Pratt, 2011). Practical implications: This study identifies some best practices to improve the active involvement of the patients into the care process that enhances the healthcare costs reduction and the appropriateness of the health service (Mannan et al., 2006). Originality/value: This work contributes to the understanding of the value co-creation process in the Italian health-care context that is characterized by the presence of withdrawn organizations in which dialogue and relationships between the actors are still scant.