Resumo

CALERO-GIMENO, Remedios  e  GALLARZA-GRANIZO, Martina G. Applicability of Service-Dominant Logic to the health sector: characterizing the service for the co-creation of value. Rev. Gerenc. Polit. Salud [online]. 2015, vol.14, n.29, pp.179-192. ISSN 1657-7027.  https://doi.org/10.11144/Javeriana.rgyps14-29.asdl.

Context: since the mid-2000s, the services marketing literature proposes Service-Dominant Logic as an innovative strategic vision, based on the creation of greater value with - rather than for - the consumer. This paper seeks to explore their applicability to the health service. Methodology: by reviewing and discussing the theoretical of the specificity of the health service on the premises of the Service-Dominant Logic it has been demonstrated that: a) what its main characteristic elements are, b) how the co-creation of value is achieved in the scope of this service. Results: The credence nature, its critical character and its social dimension characterize the health service. With this reality, the co-creation of value in health care is obtained from the active participation of a patient becoming more informed and understanding of the complex balances of the doctor-patient relationship.

Palavras-chave : health services; marketing of health services; patient participation; physician-patient relation; patient compliance.

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