On the path to decolonizing health care services: The role of marketing

Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a succ...

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Bibliographic Details
Published in:Journal of Marketing
Main Authors: George, Reece, D'Alessandro, Steven, Mehmet, Mehmet I., Nikidehaghani, Mona, Evans, Michelle M., Laud, Guarangi, Tedmanson, Deirdre
Format: Text
Language:unknown
Published: Edith Cowan University, Research Online, Perth, Western Australia 2023
Subjects:
decolonization
First Nations
holism
actor-network theory
Indigenous
health marketing
Business
Marketing
Social and Behavioral Sciences
Sociology
Canada
Online Access:https://ro.ecu.edu.au/ecuworks2022-2026/3307
https://doi.org/10.1177/00222429231209925
https://ro.ecu.edu.au/context/ecuworks2022-2026/article/4308/viewcontent/On_20the_20path_20to_20decolonizing_20health_20care_20services.pdf
Description
Summary:Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical implications for marketing scholarship, social implications for understanding and implementing an agenda of decolonization, and practical implications for health care marketing.

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