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Digital elixir for healthcare: market intelligence and policy implications

Author

Listed:
  • Naveen R. Gowda

    (All India Institute of Medical Sciences)

  • H. Vikas

    (All India Institute of Medical Sciences)

  • Sidhartha Satpathy

    (All India Institute of Medical Sciences)

  • Anjali Ramaswamy

    (All India Institute of Medical Sciences)

  • Meghana Prabhu

    (Institute of Liver and Biliary Sciences (ILBS))

  • Atul Kumar

    (Employees’ State Insurance Corporation, Head Quarter)

  • Ananth Kini

    (Military Hospital Kamptee, Armed Forces Medical Services)

  • Angel Rajan Singh

    (All India Institute of Medical Sciences)

  • D. K. Sharma

    (All India Institute of Medical Sciences (AIIMS))

  • Devashish Desai

    (All India Institute of Medical Sciences (AIIMS))

  • J. B. Sharma

    (All India Institute of Medical Sciences)

  • Praveen R. Gowda

    (Toyota Kirloskar Motors Private Limited)

  • Rajkumar

    (Army Medical Corps)

  • Bharath Gopinath

    (All India Institute of Medical Sciences)

  • Chandrashekhar Huded

    (Gulbarga Institute of Medical Sciences)

  • K. P. Sowmya

    (Siddhartha Institute of Medical Sciences and Research Institute)

  • T. K. Divya

    (Sapthagiri Institute of Medical Sciences and Research Institute)

  • Khyati Vakharia

    (Vardhaman Mahavir Medical College and Safdarjung Hospital)

  • Somanath Viswanath

    (Atos India)

  • Dhayal C. John

    (All India Institute of Medical Sciences (AIIMS))

  • Neeraj Gudipati

    (Indian Institute of Information Technology (IIIT))

Abstract

There is an increasing emphasis on digital health. However, success of digital health depends on voluntary adoption, which requires good product–market fit for a wide range of users. A national-level survey through snowball sampling was conducted from November 2020 to March 2021 among all MBBS doctors willing to participate. A total of 1010 doctors from different sectors, locations, qualifications with wide range of experience and patient load participated. Doctors from across the board felt going digital would entail long learning curves, additional workload, more screen time and that they do not improve overall quality of care. Majority feel digital solutions do not help in increasing net revenue and consequently prefer free-of-cost digital solutions. Among those willing to pay, onetime investment for hardware/equipment (38%) followed by annual subscription for software licenses (34%) are the preferred modalities. Seventy-four percent of doctors expressed not being comfortable with government providing digital solutions or controlling the data. In order to make the findings more practical and relevant, digital health adoption curve and market intelligence grid have been proposed. Digital health companies can use the adoption curve to understand how adoption can fluctuate with cost, ease of use and data policy. The grid can help companies identify the requirements of their target segment of doctors and therefore achieve better product–market fit.

Suggested Citation

  • Naveen R. Gowda & H. Vikas & Sidhartha Satpathy & Anjali Ramaswamy & Meghana Prabhu & Atul Kumar & Ananth Kini & Angel Rajan Singh & D. K. Sharma & Devashish Desai & J. B. Sharma & Praveen R. Gowda & , 2023. "Digital elixir for healthcare: market intelligence and policy implications," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(4), pages 489-500, December.
    • Handle: RePEc:spr:decisn:v:50:y:2023:i:4:d:10.1007_s40622-023-00370-z
    DOI: 10.1007/s40622-023-00370-z
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