Latin American Business Review, v. 21, n. 4, pp. 353-369. Abstract: In recent decades, healthcare innovation improvements in product technology, treatments, and care delivery have successfully increased patient life expectancy and quality of life, and made access to care, treatments, and diagnostic-path options easier. Innovation in healthcare is also generating efficiency, reducing costs and human errors. Due to this bivalent behavior, innovation is playing a fundamental role in the healthcare ecosystem scenario. With a growing focus on innovation, interaction among healthcare actors is constantly increasing and improving care outcomes, providing a more personalized care, and bringing a new way to provide and co-create value. This study presents a systematic literature review, seeking to analyze and summarize the evidence regarding how service innovation in healthcare is promoting personalized care solutions and how the increasing interaction between healthcare actors is generating new ways to co-create value.