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Special Section Call for Papers: Marketing as an Integrator in Integrated Care

Special issue call for papers from European Journal of Marketing


Marketing as an Integrator in Integrated Care
Special Section Call for Papers from the European Journal of Marketing
Submission Deadline: 31st December 2016
Guest Editors:
Debbie Isobel Keeling, Ko de Ruyter, Lilliane Bove, Philip Stern, Michael Rigby
Focus of the Special Section
Historically, healthcare delivery has been fragmented as a result of specialisation, and social care is separate again, for organisational and confidentiality reasons. This significantly disadvantages patients, especially nowadays when more people are living longer with multiple chronic conditions. Integrated care has been heralded as an innovative primary policy objective across Europe. Integrated care is not disease or condition specific, instead it encompasses multiple chronic or acute diseases, often with complications such as frailty, cognitive decline and social isolation. However, today’s reality with regards to service provision for vulnerable groups living in the community is one of fragmentation resulting in disjointed, inefficient and patchy care that is not patient-centred. Achieving integrated care is a multidisciplinary problem, yet with a few notable exceptions, there is a lack of coordination efforts between these disciplines. The first aim of this special section is to provide a platform that explicitly coordinates and curates multidisciplinary research aimed at providing a shared knowledge base that directly addresses the fragmentation in this field.
Within the Marketing discipline there is a strong and well-established theoretical knowledge base that could make a significant contribution to realising integrated care. In particular, Marketing could perform the role of a lynchpin between disciplines. Notwithstanding this, Marketing is often the overlooked but potentially powerful partner in major projects at national and European levels, which has stilted its potential impact on this area. The second aim of the special section is to showcase how research in various domains of marketing can play a central integrator role in drawing together multiple disciplines around integrated care. Moreover, the special section will explore how research in integrated care can advance and better equip marketing theory and the formation of multidisciplinary research networks to play a leading role in this arena.
Example areas include (but are not limited to):
·         How stakeholder communications and collaboration can be transformed through Marketing theory
·         Renegotiating roles and responsibilities of healthcare professionals, carers and patients
·         Facilitating negotiation in multi-stakeholder projects around integrated care
·         Using Consumer Psychology to understand patient and carer perspectives within integrated care, and thus inform models of patient-centred care
·         Understanding consumer self-service within health and social care and how this disrupts and/or contributes to formal care provision
·         How Marketing theory can aid the development of Assisted Decision Making for vulnerable individuals
·         Consumer Engagement as a theoretical underpinning for adopting responsibility for self-management of care
·         Marketing expertise related to the recruitment and retention of informal carers and thus sustainable health and social care systems
·         Using stewardship to inform models of integrated care around issues of accountability, responsibility and sustainability of health and social care
·         The role that Health Marketing theory could play in resolving common issues with polypharmacy at a professional, patient and carer level
·         The role of Strategic Management in devising new models of integrated care, effectively combining informal and formal collectives and organisations
·         Competition and co-opetition strategies in health and social care
·         How learnings from Marketing can inform ethics practice in integrated care
·         Social Marketing’s contribution to addressing issues of stigmatisation, neglect and disenfranchisement within care
·         Utilizing online service delivery for vulnerable communities
·         Understanding Smarter Health as a means of delivering person-centred delivery, including issues around Electronic Health Records and e-Health
·         Consumer acceptance of technologies as a means of delivering integrated care
Submission Procedure
There is a strong focus on encouraging a multidisciplinary perspective and research within this Special Section. Four of the Editors will oversee the main submissions. The fifth Editor, from outside of the Marking field, will coordinate commentaries on each of the manuscripts accepted for publication from professionals in various disciplines in terms of potential impact on the field of integrated care. This approach will open up a dialogue between disciplines as well as create linkages between professionals who may not otherwise have thought of collaborating. Please note that to allow room for commentaries the length of papers is different for this Special Section to a normal submission. Authors will see the commentaries on their respective papers prior to publication.
Please follow EJM formatting guidelines (available on the journal's web site: The manuscripts submitted to the EJM special section should be between 4,000 - 5,000 words in length (excluding references). Manuscripts should be submitted by 31st December 2016.
We look forward to your participation in this special section.
Guest Editors
Debbie Isobel Keeling, Ko de Ruyter, Lilliane Bove, Philip Stern, Michael Rigby