Healthcare consumer behaviour: the impact of digital transformation of healthcare on consumer

Abstract

Healthcare consumer behavior is influenced by the cumulativeimpact of internal/external factors. Individual considerations,and interplay amongst determinants, are both crucial. Today,customers demand more information, greater options, andreal-time interactions. Customer engagement has becomecrucial. Digital Transformation with emerging technologies likeAI, Blockchain, Telemedicine, etc., helps physicians, optimizessystems, improves patient experience, and reduces humanerrors.This paper discusses factors influencing healthcare consumers’behavior and provides insights into digital technologies toenhance the consumer experience. The qualitative method isused by engaging a closed consumer group in discussion andthrough in-depth interviews. The analysis provides an insightinto the behavior of healthcare consumers.The study finds that the new breed of consumers is wellinformed about healthcare providers’ digital readiness. Thefactors influencing consumers to select healthcare providersinclude digital readiness of the healthcare provider,good customer experience, word of mouth, and brand image.