A maturity model for omnichannel adoption in health care institutions

Abstract

Omnichannel adoption in healthcare service has recently become widely discussed as healthcare institutions struggle to keep up with changing patient expectations and technological advances. However, the need for a standard model for addressing this issue has left many healthcare institutions working to implement effective strategies. This study aims to establish a comprehensive model to evaluate adopting an omnichannel strategy in healthcare. To this purpose, two main objectives were pursued: i) identify and describe the different stages of maturity in adopting omnichannel strategy by healthcare institutions; ii) address the gaps identified in the literature and propose a roadmap to be followed to attain greater maturity levels. This roadmap is presented to healthcare institutions based on a gap analysis done regarding the adoption of an omnichannel strategy by healthcare institutions. Thus, a survey was conducted through online questionnaires in which ten Portuguese public hospitals participated. The survey data were collected, transformed, and analyzed using statistical methods to evaluate and make the proof-of-concept of the proposed model to identify the level of maturity regarding omnichannel strategy adoption. The results showed that Portuguese institutions participating in this survey are between the early and mid-stage of omnichannel adoption. Among the participants, it was possible to identify the healthcare institution's current level and the dimensions they lagged off and should improve to reach the next level regarding adopting the omnichannel strategy. Lastly, the findings and insights obtained from the data analysis provided valuable indications regarding omnichannel strategy in Portuguese healthcare institutions that participated in this study. Guidelines and directions were provided for future research on omnichannel maturity in healthcare.