Integrated Health Care and Value Co-Creation: A Beneficial Fusion to Improve Patient Outcomes and Service Efficacy

This conceptual article integrates value co-creation concepts with dimensions of integrated care demonstrating how a marketing framework and a framework originated in health can achieve a beneficial fusion to enhance health outcomes. Using midwifery health care services as the context, we contend that integrated care models focus only on co-production overlooking the complex, value co-creation potential of value-in-use for improved health...