摘要：Context: since the mid-2000s, the services marketing literature proposes Service-Dominant Logic as an innovative strategic vision, based on the creation of greater value with - rather than for - the consumer. This paper seeks to explore their applicability to the health service. Methodology: by reviewing and discussing the theoretical of the specificity of the health service on the premises of the Service-Dominant Logic it has been demonstrated that: a) what its main characteristic elements are, b) how the co-creation of value is achieved in the scope of this service. Results: The credence nature, its critical character and its social dimension characterize the health service. With this reality, the co-creation of value in health care is obtained from the active participation of a patient becoming more informed and understanding of the complex balances of the doctor-patient relationship.
关键词：health services;marketing of health services;patient participation;physician-patient relation;patient compliance;servicios de salud;marketing de servicios de salud;participación del paciente;relaciones médico-paciente;cooperación del paciente;serviços de saúde;marketing de serviços de saúde, participação do paciente;relacionamento médico-paciente;cooperação do paciente
