Interview with one of Luxembourgish graduates of the Business Science Institute, Ulrike Vizethum, who worked on a technical and specialized theme for her DBA (Doctorate in Business Administration).

1. Why did you register for an Executive DBA program with Business Science Institute?

It was a long-cherished dream for me to write a doctoral thesis and to be allowed to bear the title associated with it.

In addition to this personally oriented motivation, I consider the idea of scientifically and empirically elaborating the many years of professional experience of managers and thus making corresponding knowledge accessible in the long term to be a very good one.

The Business Science Institute has many years of experience in the implementation of an Executive DBA program and was therefore a suitable partner for me.

2. What was your thesis subject?

With increasing prosperity, healthcare is gaining in importance. In our society, health, beauty and well-being represent a high commodity that is valued by people. This also includes healthy and beautiful teeth as an expression of individual attractiveness.

(Dental) medicine is characterized by a constant striving for improved patient treatment and an associated high innovation potential for corresponding providers. On the one hand, new therapies are required to be safe and to provide evidence of clinical efficacy ("evidence-based medicine"); on the other hand, their use must be worthwhile ("value-based medicine"). For companies, the investment in operational innovation processes must pay off. In marketing, the physical product with its visual and functional properties plays a role, as do immaterial factors. These include, for example, the image of the supplier, the product brand, and the presentation of the innovation via marketing and sales channels.

The title of my thesis is (translated): " Intangible resources, basis of value creation in healthcare. A quantitative analysis shown on the example of an antimicrobial photodynamic therapy (aPDT) in dentistry."

It examines the question of what influence intangible resources have in relation to the implementation of an innovative therapy in everyday dental practice and associated decision-making processes.

3. As a woman manager, what has been the added value of the DBA?

For me, the successful completion of my DBA means great personal satisfaction on the one hand. On the other hand, it fills me with pride and joy that my professional experiences, which are now also empirically proven, meet with interest, also from subsequent DBA students. I hope to be able to provide inspiration and support to those in a similar entrepreneurial position and situation. The appreciation of this work, my professional activities and the network of partners I have built up over many years mean a lot to me, but I see this independently of the gender issue.

4. What is the impact of your DBA?

Intangible resources play an important role in the context of this thesis. It can be stated that it is not so much the products, their design and their technical properties that positively influence the decision of the target group. Rather, it is the proven therapeutic and economic benefits generated by the use of the products that are convincing and motivating. The challenge for suppliers is to build trust and convince the target group of these benefits through a structured and interactive communication process. Knowledge building and transfer are key factors for success and prove the relevance of relationships with opinion leaders and customers. At the same time, the proven concentration of the majority of the target group on "headlines and short presentations" of medical information poses a great danger, especially if these are communicated in a shortened, tendentially formulated, and even manipulative manner.

About Dr Ulrike VIZETHUM, 2020 Executive DBA Luxembourgish alumni, Director Business Development, HELBO Therapy

Ulrike Vizethum has been the head of business development for a company division for many years that deals with a special therapy in dentistry. She specializes in scientific marketing as well as media and personal dialogue marketing, combined with national and international network maintenance.

In October 2020, she completed her Executive Doctorate in Business Administration on the subject of “Intangible resources, the basis of value creation in the healthcare sector. A quantitative analysis, shown using the example of antimicrobial photodynamic therapy (aPDT) in dentistry” under the supervision of Prof. Dr. André Reuter, the founder and president of the DTMD University for Digital Technologies in Medicine and Dentistry, an international network of university institutes and teaching practices and the chairman of the board of the European Institute for Knowledge and Values Management (EIKV). Ulrike Vizethum was part of the first German Luxembourg cohort.

Publié le 28 juin 2021