This study aims to develop and validate the VOUSH (value orientation for users and society in healthcare) measurement scale, with a view to measuring how healthcare organizations offer value in an integrated way to both users and society. The theoretical framework combined approaches from experiential marketing and health – the foundations of VOUSH – taking into consideration business management, care management, value co-creation, digital technologies, user experience, corporate social responsibility (CSR) and value in healthcare.
The methodology included two quantitative studies. The first, which was exploratory in nature, involved 213 users and health professionals, with a questionnaire and exploratory factor analysis being applied to identify dimensions of VOUSH. The second, confirmatory study included 169 managers (decision-makers) and used structural equation modeling for validation.
The scale revealed three dimensions of VOUSH, namely user experience in healthcare, CSR in healthcare, and digital healthcare, with the results reinforcing the importance of these dimensions in aligning organizational practices with social and individual demands in healthcare.
The scale is useful for assessing the degree of strategic maturity of healthcare organizations in offering shared value, which is a construct with high practical potential for the strategic marketing management of healthcare organizations.
