Study of consumer behavior for healthcare products with omnichannel capabilities

Abstract

In today's rapidly evolving landscape, technology has fundamentally altered how we communicate and engage with various aspects of our lives, reshaping industries such as commerce and entertainment. However, the healthcare sector, while experiencing pockets of transformation, still grapples with the full integration of technological advancements. This situation gives rise to inefficiencies and inconveniences that impact healthcare providers and patients alike. In response to this scenario, our research endeavors to comprehensively investigate the influence of omnichannel strategies within the healthcare domain. Employing a methodologically diverse approach, we aspire to elucidate the intricate dynamics at play, encompassing evolving referral networks, communication modalities, and operational strategies intrinsic to the industry. The focal point of this inquiry involves conducting in-depth interviews with a cohort of 15–20 esteemed professionals, spanning general practitioners and pharmacies, to glean firsthand insights into their perceptions and experiences.

Augmenting this qualitative exploration, our research extends to encompass focus group discussions aimed at unraveling the multifaceted implications of technological advancements on consumer behavior. By diving deep into these shifts, we endeavor to glean a nuanced understanding of the evolving landscape of patient engagement and service consumption.

At its core, our study seeks to decode the multifarious effects of technology, particularly in the realm of communication, on the fundamental tenets of healthcare operations, encompassing marketing, sales, and operational efficiencies. This research holds significance within the tier 1 Indian market, where we aim to assess the current degree of technology adoption within the healthcare industry. Simultaneously, we are poised to explore the latent potential of these technological interventions in redefining marketing strategies, sales processes, and operational frameworks.

As we navigate through this academic expedition, our dual objective encompasses uncovering prevailing industry gaps while projecting a future where technology serves as the fulcrum for bridging these lacunae. This research is poised to contribute substantively to the ongoing discourse surrounding the transformational role of technology in shaping the trajectory of the healthcare sector.