The impact of mobile health monitoring on the evolution of patient-pharmacist relationships
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 28 January 2020
Issue publication date: 31 March 2020
Abstract
Purpose
Increasingly popular mobile health technology is creating a new paradigm for the delivery of care to patients involving a role of the pharmacist. This study aims to propose a renewed patient–pharmacist relationship in this environment and present an empirical case study investigating the influence of key variables, including the consumer’s attitude toward personalized monitoring performed by the pharmacist, on the intention to adopt a mobile health app. Other drivers identified were ease of use and perceived usefulness of the app, individual and health-related factors (perceived vulnerability and severity of health condition, social norms and innovativeness with technology) and quality of relationship with the pharmacist.
Design/methodology/approach
A self-administered online survey was completed by 356 Canadian mobile device owners of more than 40 of age. Analyses were performed using structural equation modeling.
Findings
The main factor driving adoption intentions was perceived usefulness followed by the respondent’s innovativeness with technology and perceived vulnerability of his/her health condition. Attitude toward personalized monitoring depends primarily on the relationship with the pharmacist. No relationship was found between adoption intentions and attitude toward personalized monitoring.
Originality/value
This research features a multidisciplinary approach by using variables from relational marketing, information technology and health and inclusion of the pharmacist (vs physician) as a health consultant, offering relevant marketing avenues for pharmacists.
Keywords
Acknowledgements
This paper is based on a preliminary version that was presented at the e-Health Conference in Vancouver, Canada, in May 2018. The extended abstract (500 words) can be found here https://library.e-healthconference.com.
Citation
Ake, A. and Arcand, M. (2020), "The impact of mobile health monitoring on the evolution of patient-pharmacist relationships", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 14 No. 1, pp. 1-19. https://doi.org/10.1108/IJPHM-04-2019-0030
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited