Two upcoming webinars delving into the dynamics of healthcare decision-making from both the patient’s and provider’s perspectives

The first webinar will be delivered by Dr Jing (Jill) Lei on 27 August titled ” The Impact of Socioeconomic Status (SES) on Patient Preference for Aggressive Treatment Options.”

 

For health conditions ranging from the common cold to cancer, patients often face a decision between conservative and aggressive treatment options. This research explores how socioeconomic status influences patients’ preferences, shedding light on behavioural mechanisms that contribute to health outcome disparities.

 

Dr Jill Lei is a Professor of Marketing and Head of the Department of Management and Marketing at the University of Melbourne. Her primary research interest lies in consumer decision-making in contexts such as food, finance, and healthcare. She has taught in the Netherlands, Canada, China, and Australia, and has served as Associate Editor for the Journal of Consumer Psychology. She served as an Associate Editor for the Journal of Consumer Psychology and has published her work in marketing journals, including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, and Journal of Service Research, among others. 

 

The second webinar will be delivered by Dr Jingcun Cao on 3 September titled “Physician Education Seminars and the Effects on New Drug Prescriptions: Evidence from Verquvo.”

 

Using data from a leading online healthcare platform in China, this study examines the effects of physician education seminars on prescribing behaviours for a new cardiac drug. Findings reveal significant increases in prescriptions following seminars, with notable spillover effects among colleagues in the same hospital.

 

Dr Jingcun Cao joined the University of Hong Kong in 2020 and holds degrees in Computational Mathematics, master degrees in Economics and Business, and PhD degree in Marketing. His research and expertise focuses on managerially relevant problems including econometrics, field experiment, and machine learning and statistics, His expertise lies in mobile marketing, online education, healthcare, applied machine learning and policy intervention. Dr Cao also works closely with hi-tech and internet firms to gain deep understandings in the most innovated business models and practice in the industry, and also helps firms to get empowered with cutting-edged marketing research, especially on Business Intelligence and Big Data Analytics.