Person Centricity: Where Healthcare Meets Marketing

Abstract

An ongoing shift from disease-centric to person-centric healthcare brings the concept of person centricity to the forefront. Given the conceptual ambiguity in the healthcare literature, this research aims to reconceptualize person centricity from a service marketing perspective. It combines insights from in-depth interviews and a scoping review. The findings reveal that person centricity involves meeting patients' unique preferences and needs. These preferences and needs vary between and within persons. The implementation of person centricity is challenged by different logics regarding its advantages, costs, and normative judgments. This research provides guidance to researchers and practitioners in healthcare and beyond.