Within the healthcare sector, competition has several related viewpoints, and numerous studies show the effects of increased competition. According to Mazurenko, competition can increase a customer’s long-term value. Thus, the advantage of positioning patients as customers is that it leads to improved quality and processes, leading to lower costs, hence greater consumer satisfaction. As major players in healthcare systems, hospitals are under increasing pressure to reduce costs and find more cost-effective ways to manage resources. Moreover, as a mechanism to improve customer value, competition between companies has long been urged in all industries. Thus, match guarantees that better products and services are provided to meet customers’ needs.
The disadvantage of positioning patients as customers is that it might undermine the quality of services in healthcare facilities. These include overnight delivery companies, online retailers, luxury vehicle retailers, and more. Thus, the controversial proposal needs further research to determine the cost-effective decisions to ensure the company realizes its financial aims while promoting a much-needed healthy society.