Abstract:
Background: The advancement in technologies is having the profound impact on business and
healthcare is no exception. This is evident from the recent pandemic where hospitals adopted
digital technologies to provide online services to the patient where physical visits could be
avoided. However, physical interaction between doctors and patients are required for not just
better treatment but also for patients’ satisfaction. The healthcare needed to think of a business
model where they can offer physical health care services as well as use digital technologies for
remote monitoring/online consultation/ other services. A new model combining physical and
digital channel, termed as phygital healthcare is a practice of integrating digital to physical means,
to better serve patients.
Objective: To develop a conceptual framework examining the experience of the patients in
availing phygital healthcare services
Methods: Semi-structured interviews were conducted with 23 doctors and practitioners and 20
patients to collect primary data to examine the perception of patients on phygital healthcare.
Thematic analysis of qualitative data was conducted.
Results: Based on the thematic analysis, seven themes were identified. These themes were further
categorized into four benefits namely Convenience, Personalization, Service engagement and
Satisfaction, and three challenges namely Lack of standardization, Technological barrier and
Security.
Conclusions: This business model will enhance the efficiency of healthcare with lesser human
resources (healthcare providers) more patients can be served. The findings of the study provide
guidance for healthcare professionals and healthcare organizations to develop growth-oriented
plans that make use of the Phygital channel's potential. It is expected that this new digital model
would provide cost-effective way to improve patient satisfaction in online health services in India.
Keywords: Challenges, Patient experience, Phygital, Healthcare
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