This paper enhances current understanding of digital self-services (computerized Cognitive Behavioural Therapy (cCBT)) and how they could be better incorporated into integrated mental healthcare from the physician's perspective. Service marketing and information systems literature are combined in the context of mental healthcare delivery. Design/methodology/approach An online survey of 412 Finnish physicians was undertaken to understand physicians' acceptance of cCBT. The study applies thematic analysis and structural equation modelling to answer its research questions. Findings Adopting a service marketing perspective helps understand how digital self-services can be incorporated in healthcare delivery. The findings suggest that value creation within this context should be seen as an intertwined process where value co-creation and self-creation should occur seamlessly at different stages. Furthermore, the usefulness of having a value self-creation supervisor was identified. These value creation logic changes should be understood and enabled in order to incorporate digital self-services into integrated mental healthcare delivery. Research limitations/implications Because healthcare systems vary across countries, strengthening understanding through exploring different contexts is crucial. Practical implications Assistance should be provided to physicians to enable better understanding of the application and suitability of digital self-service as a treatment option (such as cCBT) within their profession. Additionally, supportive facilitating conditions should be created to incorporate them as part of integrated care chain. Social implications Digital self-services have the potential to serve goals beyond routine activities in a healthcare setting. Originality/Value This study demonstrates the relevance of service theories within the healthcare context and improves understanding of value creation in digital self-services. It also offers a consistent depiction of the barriers to acceptance.