På lika villkor? : En studie om landstingsdrivna och privata vårdgivares olika förutsättningar på primärvårdsmarknaden

The increasing privatization of society has lead to a new bill that has passed, that concerns primary health care. The new law (LOV) gives consumers the opportunity to choose their own health care provider and thereby letting private enterprises to the market. This case study has researched which institutionalized conditions that effect public and private health care providers in their development of a business model. The purpose of the study is to determine what kind of resources that is in the focal point for the different kind of health care providers, considering their different prerequisites. The primary empiricism has been acquired by interviews with selected members of both public and private health care providers in the county of Norrbotten in Sweden. The study will also conclude that the different institutionalized prerequisites have lead to different opportunities. A clear distinction can be seen in the private health care providers focus on health and an all inclusive package in their approach and the public health care providers focuses more on continuity and the fact that they have a long standing relation with the customer. The public provider is also trying to play “catch-up” with their private competitors, when they are shifting to a more customer orientated approach. This study will also show that with the changes that occur on the market, the old participants will be forced reevaluate their strategy to remain competitive. This will in turn drive the public and private health care providers business models to resemble each other’s more and more as the market matures, within their specific prerequisites.Validerat; 20120914 (anonymous