Patients‐medical unit relationship models in the virtual environment

Abstract

Purpose – The purpose of this paper is to identify and analyze factors influencing the mutual relationship between patients and medical units in the virtual environment. Since introduction of the internet and other electronic tools for medical services provision is at the very initial stage, it is necessary to examine factors which condition engagement of patients and medical units in building bilateral relations in a new virtual environment and to develop relationship models on the health services market. Design/methodology/approach – The paper presents findings of the field study conducted in Poland, being a representative market under transition. Surveys were conducted among patients and medical units by means of structured questionnaires. The identification of relationship factors was based on the approach used in consumer behavior models, where the method of the so‐called summary of variables is left behind. Findings – According to research results, the most important factors affecting relationships between patients and medical units in the virtual environment include: the motivation, ability and market opportunity. With respect to patients, the most powerful factor is represented by the ability, whereas with respect to medical units by the market opportunity. Practical implications – Identified factors and developed models may be widely applied in practical operation of medical units, particularly in developing marketing programs for introduction of virtual service and communication tools, as well as in building patient loyalty programs. Originality/value – The paper is one of the first to have defined factors determining relationships on the virtual healthcare market and to have provided useful insights into the subject. Moreover, it constitutes a basis for future studies. The findings can greatly contribute to development of customer behavior and partnership marketing theories.

Determinants of the Relationship of Medical Service Entities in the Virtual Environment

“…However, a dilemma arises: something that can be of utilitarian application (a very simple approach to the determinants) is not always acceptable from a scientific point of view. On the other hand, a considerable diversification of these determinants, although methodologically correct, can be useless from a utilitarian (pragmatic) point of view [35]. Hence, it is necessary to present the determinants of the relations between the subjects of the health services market in a relatively simple, measurable, and pragmatic way.…”

“…As we were particularly interested in the healthcare market, we decided to focus on the concept of a three-factor consumer behavior model (3F) [37]. Although this model was designed solely to explain consumers' market behavior, the universal characteristics of its construction allows for its application to medical units [35]. This model avoids the commonly used practice of a so-called summary of variables, i.e.…”

“…The above-mentioned models describe the information processing by market players during their entry into market relations with other entities. However, these models can also be more broadly used, e.g., for a complete explanation of a complicated phenomenon using a three-factor relational model based on motivation, abilities, and opportunities, which must be elaborated according to the following assumptions [35]:…”

“…Thus, a patient's engagement with a certain medical unit will depend on his or her personality, perception, attitudes, preferences, speed of learning and remembering, degree of risk acceptance, and market novelties. Medical units with management and personnel featuring abilities such as experience, knowledge, internal resources (especially financial), information, or the acceptance of market novelties are at stake of not becoming engaged in definite market relations [35].…”

“…Hence, the opportunities for the patient will include factors such as the type of available market services, the level of service prices, the number and variety of medical units on the market, the medical unit location, the type of contact channels with the unit, and the information available on the market (both formal and informal). From the point of view of a medical unit, these opportunities represent the available means and tools of service provision, legal and organizational solutions, new technologies, and patient potential [35].…”