Exploring Patients Experience in Availing Phygital Healthcare Services: Development of a Conceptual Framework

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 59