A marketing mix typology for integrated care: the 10 Ps

• Published in: Journal of strategic marketing Vol. 29; no. 5; pp. 453 - 469
• Main Author: Lim, Weng Marc
• Format: Journal Article
• Language: English
• Published: London Routledge 04.07.2021; Taylor & Francis Ltd
• Subjects: 10 Ps; integrated care; Integrated delivery systems; Marketing; marketing mix; typology
• ISSN: 0965-254X; 1466-4488
• DOI: 10.1080/0965254X.2020.1775683

This paper aims to accentuate the role of marketing as an integrator in integrated care through a marketing mix typology. To do so, this paper adopts a conceptual and contextual route to investigation by using the marketing mix as a conceptual lens to explain the role of marketing as an integrator in the context of integrated care. In doing so, this paper offers fresh insights into how the marketing mix can be reconfigured from a product, price, place, promotion, people, process, physical evidence, packaging, partnership, and policy perspective. Thus, this paper makes a seminal contribution to the interdisciplinary field of health-care marketing by being the first to introduce a new marketing mix typology in the form of a 10 Ps framework for integrated care and to conceptually illustrate how contextualizing the marketing mix can help encourage and facilitate the adoption of and participation in integrated care.