e consumers living in Diyarbakır, Turkey. A hypothesized model was drawn from previous literature and a questionnaire with 41 items was developed. Exploratory and confirmatory factor analysis and structural equation modelling were conducted to the model. According to the findings of the study while consumers mostly consider price strategies and quality of goods and services; place of hospital is not a major concern of themselves. Brand trust enhances brand loyalty and those two creates repurchase intention. Women and more educated groups are likely to consider products and promotion activities more. High income groups are affected by place of services. Women and users of private hospitals are more loyal, trust more and have repurchase intention. Additionally, promotion activities and participation of respondents were the most important factors to create brand trust and brand loyalty for healthcare institutions. Thus, hospitals can create their own brand values and enhance their success by the help of successful marketing strategies and satisfaction of customer and employee.

28:T4c1,

In the current era of digital business ecosystem, firms have been looking for fresh perspectives to frame its business strategies and create value for customers. Competitive advantage can be generated only when the value created by a firm for its customers exceeds the cost of creating such value. Creating value for customers in health insurance has been a strategic priority for insurance firms. Indian health insurance firms are competing in the area of launching new products which are technology driven and are striving to provide more value to the society through their services. This study explored the value creation process in the health insurance industry. Using case study research with health insurance industry as unit of analysis, this study explored the interactions between stakeholders within the boundaries of the health insurance ecosystem. The role of the stakeholders was explicated using the value net framework which categorised them into customers, competitors/substitutes and suppliers. A value creation framework based on stakeholder collaboration was proposed for the health insurance industry which would further enhance the competitive advantage of health insurance firms in India.

29:T4d0,

The concept of value-based healthcare (VBH) emerges as a response to traditional models of healthcare system management. More specifically, in radiology, the transition from volume to value has been discussed by its main associations, having as the main concern regarding the role of the specialty in a more integrated healthcare context.

Through a qualitative study, this work aims to analyse and evaluate how this new concept can be implemented in radiology by identifying obstacles and mapping the technical and procedural improvements necessary for its correct implementation in the national context of healthcare provision. Through interviews with different elements of the healthcare sector (from doctors to industry partners and researchers), it was possible to draw a set of metrics for measuring the value of radiology, alongside the implementation of a VBH strategy.

As the main conclusion, the implementation of a strategic agenda for the creation of value in radiology at the national level should be based on the reduction of variability and the identification of best practices in terms of adequacy, quality, safety and efficiency, aiming to satisfy the needs of requesting doctors and patients.

2a:T47a,

Ayushman Bharat is a flagship programme of Government of India and has been much publicised; however, the extent of its translation to the ground level has not been documented. A study was conducted to assess the implementation and satisfaction of the AB-PMJAY scheme in the inpatient department of AIIMS, New Delhi. Data were collected from January 2019 to June 2019. The sample size was a universal sample, and therefore, all the beneficiaries who availed the services at AIIMS, New Delhi were enrolled. A total of 120 pati