The impact of mobile health monitoring on the evolution of patient-pharmacist relationships

Abstract

Purpose Increasingly popular mobile health technology is creating a new paradigm for the delivery of care to patients involving a role of the pharmacist. This study aims to propose a renewed patient–pharmacist relationship in this environment and present an empirical case study investigating the influence of key variables, including the consumer’s attitude toward personalized monitoring performed by the pharmacist, on the intention to adopt a mobile health app. Other drivers identified were ease of use and perceived usefulness of the app, individual and health-related factors (perceived vulnerability and severity of health condition, social norms and innovativeness with technology) and quality of relationship with the pharmacist. Design/methodology/approach A self-administered online survey was completed by 356 Canadian mobile device owners of more than 40 of age. Analyses were performed using structural equation modeling. Findings The main factor driving adoption intentions was perceived usefulness followed by the respondent’s innovativeness with technology and perceived vulnerability of his/her health condition. Attitude toward personalized monitoring depends primarily on the relationship with the pharmacist. No relationship was found between adoption intentions and attitude toward personalized monitoring. Originality/value This research features a multidisciplinary approach by using variables from relational marketing, information technology and health and inclusion of the pharmacist (vs physician) as a health consultant, offering relevant marketing avenues for pharmacists.