Integrative health practices and consumer well-being: insights from transformative service research in healthcare marketing

Purpose This study aims to investigate how the consumption of integrative and complementary health practices (ICPs) contributes to consumer well-being and how these experiences can be understood through the lens of Transformative Service Research (TSR). Design/methodology/approach A qualitative, exploratory study was conducted using in-depth interviews with users and professionals of ICPs in health service contexts, complemented by an analysis of institutional reports from Brazilian public health units (SUS) available through the Ideia SUS platform. Data were analyzed using thematic content analysis to identify the dimensions of the service experience. Findings The results reveal that ICPs promote emotional balance, empowerment and holistic care, enhancing consumer well-being. The findings highlight that relationships based on empathy and co-creation foster transformative healthcare experiences for patients. Research limitations/implications Managers in healthcare services can design patient-centered strategies that emphasize empathy, autonomy and emotional support to improve well-being outcomes. Practical implications Healthcare managers can design patient-centered strategies that emphasize empathy, autonomy and emotional support to improve well-being outcomes. Originality/value This study extends TSR transformative consumption theory of the TSR to the context of integrative health practices, offering insights into transformative consumption in healthcare marketing.