0000-0002-5441-3316
An Overview of Omnichannel Interaction in Health Care Services
The adoption of omnichannel interaction services in health care can bring significant benefits to both health care institutions and their patients. The ongoing health pandemic caused by coronavirus disease has further emphasized the need for health care providers to implement an omnichannel strategy to provide seamless personalized experiences to their patients through multiple access channels. This study aimed to examine the current state of research on omnichannel interaction services in health care with a focus on the benefits, challenges, and issues that health care institutions may encounter when adopting this strategy. A systematic literature review was conducted to synthesize the current state of research and provide a comprehensive overview of the field. The results of the review were used to perform a strengths, weaknesses, opportunities, and threats analysis of omnichannel services in health care and identify 5 key criteria that health care institutions should consider when implementing an omnichannel strategy. This study contributes to the field by offering an updated and comprehensive understanding of omnichannel interaction services in health care and provides valuable insights for health care providers considering this strategy. The ultimate goal of an omnichannel strategy in health care is to improve patient engagement, increase access to care, and reduce costs while improving communication and collaboration among health care providers. The successful implementation of this strategy requires a well-defined plan, robust technology, infrastructure, data analytics, capabilities, trained professionals, and a basic understanding of the communication channels among patients. The adoption of an omnichannel strategy in health care can lead to new business growth and increased patient engagement, but health care institutions must be properly aligned and patients must be prepared for its implementation.
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An Introduction of Omnichannel Interaction in Healthcare Services
Background: Omnichannel interaction services have the potential to bring new leverage to healthcare organizations and the care services they provide through multiple channels of interaction. This article aims to provide a brief introduction to what is expected in terms of omnichannel interaction in healthcare. The pandemic came to reinforce the need for an omnichannel strategy in healthcare services due to the benefits that it can bring both to patients and the organization. Objectives: This paper seeks to present a study that pretends to address if healthcare institutions are well prepared to adopt the omnichannel interaction strategies that marketing and e-commerce organizations have been implementing in the services that they provide to their customers. Methods: A deep study and analysis of the current state of omnichannel services that marketing and e-commerce organizations have been implementing are performed. Then from these studies and analyses, it was conducted a brief analysis of the omnichannel services in healthcare. To this, the articles were searched on online repositories well know such as SCOPUS. Besides other online repositories were used to search the articles and some white papers were also searched. Books, magazines, and opinion articles are other examples of secondary sources. Some internet searches were also done to help validate, explain and better understand various concepts for this type of study. Interpretation: With this paper, a set of key challenges and issues of omnichannel interaction were addressed, as well as the benefits of this type of interaction in general and in healthcare services. As a result, a SWOT analysis of omnichannel services in healthcare was presented, and based on that, both the healthcare organization and their patients have a lot to win with the adoption of the omnichannel strategy. Also, with this study was possible to identify the five main criteria to address when adopting omnichannel interaction in healthcare services. such as strategy, process, systems, data, and people.