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The objective of this paper is to demonstrate that the patient empowerment, a concept that guaranties an effective self-management that improves health and well-being of sick individuals, adequately responds to the theoretical and practical requirements of healthcare marketing especially in its contribution to the voluntary health behavioral change. A discussion on the prospects offered by patient empowerment in healthcare marketing is tackled. Finally, limitations related to this concept should be emphasized that lead to new research horizons.
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Ayed et al. (2016) studied this question.
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