title: A marketing perspective to "delight" the "patient 2.0": new and challenging expectations for the healthcare provider.
abstract: BACKGROUND
  The study aims at investigating the characteristics and the satisfaction determinants of the emerging patient profile. This profile appears to be more demanding and "empowered" compared to the ones traditionally conceived, asking for unconventional healthcare services and for a closer relationship with providers.
  
  
  METHODS
  Both qualitative (semi-structured interviews and focus groups) and quantitative (survey) analyses were performed on a random sample of 2808 Italian citizens-patients. Analyses entailed descriptive statistics, bivariate analysis and linear regressions.
  
  
  RESULTS
  Four relevant dimensions of patient 2.0 experience were identified through a literature review on experiential marketing in healthcare. Beta coefficients exhibited the effect that different healthcare experiential elements have on patient 2.0 satisfaction.
  
  
  CONCLUSIONS
  Results allow to state that a new marketing approach, based on patient 2.0 characteristics and value drivers, should be adopted in the healthcare sector. Critical satisfaction drivers and new technological healthcare guidelines are identified in order to match the new patient profile needs.
authors: Department of Marketing and CERMES (Centre For Research on Marketing and Services), Bocconi University, Via Roentgen, 1, 20136, Milan, Italy. luca.buccoliero@unibocconi.it.
authors: Luca
authors: L
authors: Buccoliero
authors: Department of Marketing and CERMES (Centre For Research on Marketing and Services), Bocconi University, Via Roentgen, 1, 20136, Milan, Italy. elena.bellio@unibocconi.it.
authors: Elena
authors: E
authors: Bellio
authors: CERMES (Centre For Research on Marketing and Services), Bocconi University, Via Roentgen, 1, 20136, Milan, Italy. maria.mazzola@unibocconi.it.
authors: Maria
authors: M
authors: Mazzola
authors: CERMES (Centre For Research on Marketing and Services), Bocconi University, Via Roentgen, 1, 20136, Milan, Italy. elisa.solinas@unibocconi.it.
authors: Elisa
authors: E
authors: Solinas
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D000369:Aged, 80 and over; D005260:Female; D017144:Focus Groups; D019981:Health Care Sector; D006282:Health Personnel; D006801:Humans; D007407:Interviews as Topic; D008297:Male; D008389:Marketing of Health Services; D008875:Middle Aged; D017060:Patient Satisfaction; D036301:Qualitative Research; D011795:Surveys and Questionnaires; D055815:Young Adult