Opportunities for Competitive Advantage in the Value Created by Primary Health Care Institutions in Lithuania: Is Competitiveness Dependent on the Form of Ownership?
Abstract Background.In the face of competition between primary health care institutions (PHCIs), attempts are made to gain a competitive advantage in the market by creating greater value for patients. Applying and developing the professional skills of medical staff (family physicians and nurses) is important both in providing value to patients and in pursuit of the competitiveness of the institution. Little research has been conducted on whether the form of a PHCI’s ownership is a factor of its competitive advantage. The aim of the study.To determine opportunities for competitive advantage in the management of value creation in public and private primary health care institutions by using the method of focus group discussion with managers.Methods.Focus group discussions were held in 10 Lithuanian counties, and 10 focus group sessions were carried out overall. A total of 48 primary health care managers were interviewed.Results.The competitive advantage of a PHCI depends on its form of ownership, which makes for unfair competitive conditions. A competitive advantage is created by factors such as: the variety of services available; the health care policy in action; the function of the manager; the professionalism of the staff; and the location of the institution. Medical staff have the same opportunities to express and develop their professional skills in public and private PHCIs, but private institutions attract the most skilled staff because they have the resources to increase their motivation.Conclusions.The managers of PHCIs indicated that the competitive advantage depends on the form of ownership. In management science this study and the results can be a basis for the health care reform development and the foundation for new theories.