Developing Marketing Capabilities to Mitigate Perceived Cybersecurity Risk in Healthcare Organizations

The effective delivery of health care relies on sharing electronic health records across multiple providers in the healthcare system. On the other hand, cybersecurity efforts mostly rely on centralizing sensitive and valuable data and securing devices, networks, and electronic systems. Hence, cybersecurity in healthcare is complicated due to the contradictory characteristics of healthcare delivery and cybersecurity. The firms’ unsuccessful attempts to prevent massive data breaches in the recent past have heightened cybersecurity risk perceptions of customers and cybersecurity-related marketing challenges and opportunities. Therefore, it is critical for marketers to step up and devise strategies and tactics to avert the negative marketing outcomes of perceived cybersecurity risk perceptions. This study links cybersecurity risk with hospital outcomes by developing a conceptual framework. Our research examines the role of marketing capabilities in mitigating perceived cybersecurity risks associated with healthcare organizations