Patients’ choice between private healthcare providers in Portugal: a healthcare marketing approach ; Escolha dos pacientes entre prestadores de cuidados de saúde privados em Portugal: uma abordagem do marketing de saúde

Dissertação de mestrado em Marketing and Business Strategy ; The study of patient choice is particularly relevant today. Healthcare reforms have been implemented all over Europe to give patients more control over their own health, in hopes that, consequently, it would also increase the healthcare providers’ service quality. The Portuguese context is particularly relevant since the healthcare market is dominated by Serviço Nacional de Saúde; however, private providers have seen their business flourish as patients start to gravitate towards private healthcare. The aim of this study is to understand how patients decide between hospitals, specially between private ones, in a competitive market with little to no differentiation. Interviews and surveys, answered by patients from private hospitals, were used as guides to better understand the patient’s decision-making process, through a qualitative and a quantitative approach. Access to choice relevant information seemed relevant in aiding patients in their decision between providers, recommendations either from physicians or from family and friends stood out amongst the information sources available. Similarly, patients’ perception of hospitals’ quality influenced their choice as well as their future choices. Although patients highly valued being able to choose their provider, they mostly chose passively, barely considering alternative providers or comparing such alternatives. This study of patient choice is still underdeveloped and requires further research. Private hospitals depend on their patients to remain profitable, thus, it is fundamental that they understand why their patients chose them and what are their expectations, in order to better cater to their needs. Studies such as this one can be a valuable tool for management teams to understand better ways to improve their service and, in turn, retain and attract more patients. ; O estudo da escolha dos pacientes é particularmente relevante na atualidade. Reformas no sistema de saúde têm sido implementadas por ...