The purpose of this study is to develop the concept of strategic value orientation toward users and society in health care (SVOUSH).

Given that value has become a strategic factor for companies, the theoretical basis of the study is grounded on social value, value co-creation, user experience, corporate social responsibility (CSR) and strategic value orientation in health. Using qualitative methodology, 30 in-depth interviews were carried out with users, managers and professionals in different contexts, namely, hospital, outpatient, clinical and administrative.

The data analysis based on the coding of the interviews indicated seven categories related to SVOUSH: business management, care management, digital technologies, value co-creation, user experience, CSR and value in health. These categories reflect the combination of the perceptions of users, managers and professionals across different health-care service contexts, providing guidance for the development of behaviors aligned with the objective of achieving sustainable competitive advantage.

The results made it possible to develop a conceptual model, as well as offering ways of developing improvements in the offering of value to the user. In addition, the study proposes a strategic marketing orientation for health-care organizations, with the potential to foster user loyalty and promote social well-being.

The main contribution of the study was the creation of a new strategy for healthcare organizations. SVOUSH is a marketing strategy that integrates value propositions for the user and for society in the healthcare context, through the articulation of managerial, technological, relational and social practices.