The faster or richer the response, the better performance? An empirical analysis of online healthcare platforms from a competitive perspective

Abstract

The emergence of online healthcare platforms has changed the competitive environment among physicians. However, little is known about how physicians can improve their performance in this new environment. Platforms also face challenges in comprehending the competitive mechanisms among physicians, which might hinder them from formulating strategic managerial decisions that foster sustained growth. In this light, we extract medical service-related information from physicians' response behavioral data on a prominent healthcare platform, and empirically investigate the factors affecting physicians' online performance from a competitive perspective as well as the gender differences in these effects. The results indicate that physicians' responses significantly impact their online performance, revealing a competitive relationship between physicians and their colleagues in the same department. Specifically, a fast response time and informative responses are positively correlated with the focal physician's performance, whereas colleagues' informative responses negatively impact the focal physician's performance, and this relationship is mediated by the focal physician's response informativeness. Nevertheless, there is no significant correlation between colleagues' response time and the focal physician's performance. The results also unveil that gender moderates the effect of response informativeness on the focal physician's performance. Specifically, colleagues' response informativeness has a more significant impact on male physicians' performance than on female physicians' performance, suggesting a greater propensity for competition among male physicians. Our findings could offer decision support for enhancing physician performance and healthcare platform management.