Digital health care services in post COVID-19 scenario: modeling the enabling factors

• Published in: International journal of pharmaceutical and healthcare marketing Vol. 16; no. 3; pp. 412 - 428
• Main Author: Sindhu, Shilpa
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 11-08-2022; Emerald Group Publishing Limited
• Subjects: Cognitive ability; Coronaviruses; COVID-19; Decision making; Developing countries; Health care; Health services; Information seeking behavior; LDCs; Literature reviews; Modelling; Pandemics; Patients; Digital health-care services; Fuzzy MICMAC; Total interpretive structural modeling; Marketing
• ISSN: 1750-6123; 1750-6123; 1750-6131
• DOI: 10.1108/IJPHM-04-2021-0046

Purpose
The recent pandemic of COVID-19 has posed challenges for delivering essential and desirable health-care services for the masses. Digital health-care services initiated by several hospitals and health practitioners promise efficient and safe health care in the new normal post-COVID era but need a supportive enabling ecosystem. Therefore, this study aims toward identifying and modeling the key enabling factors for digital health-care services.
Design/methodology/approach
A total of nine factors were identified from the literature review and verified by the domain experts which can enable the wider acceptance of digital health-care services. The identified factors were then modeled with the help of the total interpretive structural modeling (TISM) approach and fuzzy Matrices d’Impacts Croises Multiplication Appliquée à un Classement (MICMAC) and a meaningful contextual relationship were developed for the factors.
Findings
This study reflects that the trust of patients is required for the acceptance of digital health care. Quality of patient care and affordability cum accessibility of online services will define mass engagement. Hospital staff resilience, hospital care service capacity, strategic partnerships and collaborations supported by technology and regulatory structure are the major factors defining the enabling ecosystem.
Originality/value
This study has its uniqueness in the way the TISM approach and fuzzy MICMAC are used for modeling the enabling factors toward growth and acceptance of digital health-care services in the days to come in developing nations. The focus of this study can be considered as relevant for the study interested in investigating the role of cognitive dimensions in influencing actors’ behaviors and decisions.