Dinâmica da cocriação de valor entre stakeholders: estudo de caso múltiplo na saúde

Abstract

Health market has been passing through various changes, among them technical advance, life expectancy raise and a consumer with new demands and much more participating. All this makes the companies of the field rethink their policies of business aiming to improve quality on given assistance as well as lowering their raising costs. A challenge which leads to a complete check-up of value creation process at first unnilaterally to involve other stakeholders of this sector including the clients. This new reality considering the difficulties of the companies of the sector to work together is the subject of this work. Starting from there to analyse the existing interactions among the stakeholders within the approach of value co-creation under Health Care Assistance Plans point of view. This study is based on the analysis of partial and joint enterprise of these stakeholders which favours the involvement of clients and consequently value cocreation. This analysis is performed through variable and attributes related to bibilographical survey on the issues "cocreation, stakeholders and health sector" trying to understand how and when those interactions occur. The survey of data for this work lays upon exploratory and descriptive method which function is among others to describe fundamental elements of the relationship of the involved agents and to obtain information about possible practices to enhance concepts in real life situations. Also used documents and general data surveys taking as main source a multiple case study which englobes five Health Care Assistance Plan units located in São Paulo. Research results demonstrate that there are interactions mainly among operating units, contractors companies and services suppliers through actions that happen before, during and after use of benefit by final consumer. The final user is involved by operating companies in cocreation value only through propitiated activities by professional department and promotion assets and Health prevention.