Reducing information asymmetry and increasing health value co‐creation in a rural healthcare context

Abstract

Digital platforms offer emerging opportunities for disseminating information to improve decision‐making, motivate behavior changes, and enhance outcomes. However, consumer‐physician asymmetry and traditional service delivery principles create resource utilization conflicts that may hinder health value co‐creation efforts. We address how expert service contexts with high levels of information asymmetry may maximize value co‐creation by encouraging consumers' digital information usage to close the consumer‐physician information gap. Structural equation modeling of rural consumer surveys demonstrates the ancillary value created by supporting consumers' digital resource integration. The results identify how physicians may increase rural consumers' co‐creation of health outcomes by helping consumers utilize digital information to facilitate their activation in value co‐creation. However, physicians and consumers first need to share value perceptions of the digital inputs to maximize consumers' resource integration and co‐creation efforts.

Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations

“…Further, we measured RSQ as a function of patients' perceptions of relationships with existing service providers. While this is consistent with research investigating the importance of service in value-in-use contexts (Dahl et al, 2022), research is necessary examining different value-in-use contexts, including varied technology platforms. Additionally, we primarily found positive effects on intention to adopt AI; research from the perspective of value destruction is warranted.…”

“…Consistent with SDL, engaging patients in collaborative decision-making with the healthcare service provider is vital to health value co-creation and value-in-use in a digital service delivery context (Dahl et al, 2022). In this model, shared decision-making value perceptions in the context of recent digital health technologies were examined.…”

“…Abid et al (2022) argue previous value-in-use shape perspectives of value creation potential. Specific to healthcare, patient-provider relationship service quality and experiences from past interactions influence digital health value co-creation and associated health outcomes (Dahl et al, 2021(Dahl et al, , 2022. We thus define relational service quality as the consumers' satisfaction and strength of relationship with their existing service provider (Dahl et al, 2023).…”

“…Past experiences and relationships built with providers strengthen and support digital transformational changes to the service experience (Kamalaldin et al, 2020). Collaborative relationships also help increase value-in-use via greater engagement in joint decision-making (Dahl et al, 2022). Service quality perceptions of past interactions may therefore shape value co-creation in digital-enabled encounters (Dodds et al, 2022).…”

“…SDL connects service quality to value perceptions (Medberg and Grönroos, 2020), where the provider relationship context shapes anticipatory value-in-use of new offerings, future demand and willingness to use the digital service delivery (Akaka and Parry, 2019). Positive service provider experiences cultivate an environment for realizing greater value-in-use and increase demand (Kamalaldin et al, 2020), whereas negative experiences set the stage for negative valuein-use perceptions of new digital healthcare offerings and platforms and diminish consumers' willingness to use the service (Dahl et al, 2022;Riotta and Bruccoleri, 2021).…”