Anna Schneider-Kamp is an Associate Professor of Health Marketing and Consumption and holds a PhD in Economics & Business Administration. Her main research interest is located at the nexus of health practices, health marketing, health consumerism, and the organization of professional healthcare.

Anna investigates how health-related practices shape and are shaped by socio-cultural, institutional, and market dynamics across diverse contexts including consumer self-care, digital health technologies, health promotion, and illness prevention programmes.

Recent work has advanced Anna's ongoing development of her conceptualization of health capital, drawing on Bourdieusian capital theory to understand how individuals mobilize social, cultural, and economic resources to nurture their health. This framework has been applied as an analytic framework to explain health-related behaviours and prctices within increasingly individualized, marketized, and digitalized healthcare systems.

Anna's current research zooms in on the implications of emerging technologies such as artificial intelligence (AI) in clinical practice and citizens' interactions with healthcare system and services. This includes empirical and conceptual studies on the integration of AI into healthcare management, healthcare services delivery, its effects on professional identity, and the ethical and organizational tensions it introduces.

Anna's work is grounded in a critical interdisciplinary perspective and mixed-method research designs, drawing from medical sociology, health marketing, and consumer culture theory. Her work contributes to ongoing and emerging debates on the evolving landscape of healthcare in a technologized and market-driven society.

Research Interests