Viewpoint: cost-effective health care developments and research opportunities in China, India and Singapore

Document Type

Article

Publication Title

Journal of Services Marketing

Abstract

Purpose This study aims to show how major service developments in China, India and Singapore offer different perspectives on how cost-effective service excellence (CESE) can be achieved in health care. Resulting research opportunities are highlighted. Design/methodology/approach The study is based on the authors' in-depth experience in these three countries. Findings Digital platforms and related technologies seem more advanced in China than in most western economies in terms of their application, user acceptance and market penetration. The resulting digital ecosystem enabled innovation that provides CESE in digital health care. Second, India benefitted from a large health care market without excessive regulation, litigation risks and interlocking stakeholders. These allowed a number of organizations to achieve CESE through new business models and frugal innovation. Likewise, Singapore is a global leader in health outcomes while it also has one of the lowest health care cost per capita. This is achieved through focus on costs and productivity, standardization and digitization while being intensely focused on health outcomes and the patient experience. Research limitations/implications The three countries stand out in the ways they achieved CESE in health care and offer interesting research opportunities. China has fully integrated digital platforms with rapid innovation capabilities, India has extremely high volumes that met focused service factory and frugal service innovation approaches, and Singapore is a tightly controlled health care market with high levels of discipline, both facilitated by its culture and small size. These markets invite research to explore their successes in more depth and deduct lessons for CESE in health care elsewhere. Originality/value Together, the author team has decades of managerial, executive teaching and research experience related to service in Asia. The observations and reflections in this study originate from this unique perspective. © 2020, Emerald Publishing Limited.

Publication Date

7-6-2022

Publisher

Emerald Publishing

Volume

Vol.36

Issue

Iss.4

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