Marketing health care simulation modelling: towards an integrated service approach

This paper builds upon a real case to share a marketing point of view to simulation modelling and its current model of business. The case applies mainstream simulation methodologies up to the delivery of results and a success model to facilitate the analysis of the case's impact and success. With the use of modern marketing principles we extended our case model to a balanced integrated framework that encompasses good simulation modelling practice with new marketing principles. We suggest that simulation modelling should follow world market reality and become more balanced towards a customer service perspective, by working on the deficiencies of the current manufacturing‐centred model.