How do omnichannel strategies contribute to value-based healthcare? An orchestra-based analysis
通过案例研究，揭示了医疗组织如何利用全渠道策略和管弦乐队模型，在商业生态系统中创造价值，为管理者和学者提供启示。
The healthcare ecosystem is currently characterized by multiple interactions at different levels that call for new managerial approaches in line with value-based healthcare, where the omnichannel strategy is crucial. Drawing on the omnichannel approach in the B2B context, the overall objective of the current study is to unveil the underlying mechanisms through which a healthcare organization can transform the value creation process within its business ecosystem. An in-depth case study of an ecosystem has been used to demonstrate how the design and development of digital solutions can provide better services to the different agents involved in the healthcare sector. Our results show how an orchestra model of an innovation ecosystem effectively works and reveal the orchestration mechanisms operating in the healthcare industry, drawing on the example of the Patient Support Program (PSP) provider as the orchestrator. Moreover, key challenges have been highlighted, and the role of B2B marketing has been identified as crucial, providing important implications for managers and scholars.