Hu X, Fang H, Wang P. Factors affecting doctor’s recommendation for mobile health services.
Digit Health 2022;
8:20552076221125976. [PMID:
36118255 PMCID:
PMC9478718 DOI:
10.1177/20552076221125976]
[Citation(s) in RCA: 4] [Impact Index Per Article: 1.3] [Reference Citation Analysis] [Abstract] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 08/17/2022] [Accepted: 08/25/2022] [Indexed: 11/29/2022] Open
Abstract
Objective
As a new medical service mode, the value of mobile health (mHealth) services
has received increasing attention and recognition. However, compared with
the owners of mobile devices, the user scale of mHealth services is still
small. It is well known that doctors’ recommendations have an important
impact on what kind of medical service patients choose. To explore the key
factors affecting doctors’ recommendation of mHealth services to patients,
and to provide countermeasures for mHealth service providers and hospital
managers, so as to promote doctors to recommend mHealth services to more
patients.
Methods
Through literature review, expert consultation and pre-test, a questionnaire
including 22 questions was designed, and 114 valid questionnaires were
collected by online research. Net Promoter Score (NPS) was used to evaluate
doctors’ recommendation willingness, and multivariate logistics analysis was
used to evaluate the key factors affecting doctors’ recommendation
willingness.
Results
The NPS of doctors was 6.06%, among which the recommenders, neutrals and
critics accounted for 29.56%, 46.96% and 23.48%, respectively. The attitude
towards mHealth services and whether they pay attention to and/or are
willing to try new technologies are the key factors affecting the doctors’
recommendation, and the usefulness for patients most often emphasized by
mHealth service providers to doctors does not affect doctors’ recommendation
willingness. In addition, whether mHealth services can help doctors
establish personal brands may be a potential factor to enhance doctors’
recommendation willingness.
Conclusion
In order to improve the recommendation willingness of doctors, mHealth
service providers and hospital managers should focus on doctors who have a
positive attitude towards mHealth services and are highly innovative (which
often means younger and lower professional levels). At the same time, they
should think about how to use mHealth services to help doctors establish
personal brands in the future.
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