Health Marketing Quarterly最新文献

{"title":"Customer adoption of artificial intelligence in healthcare: An empirical investigation based on multiple samples.","authors":"Ajay Kumar, Daruri Venkata Srinivas Kumar, R U Megha","doi":"10.1080/07359683.2025.2504811","DOIUrl":"10.1080/07359683.2025.2504811","url":null,"abstract":"<p><p>Healthcare workers are facing unprecedented work pressure due to the workload owing to the increase in lifestyle diseases. Artificial Intelligence (AI) is coming to help the healthcare industry by complementing healthcare workers. AI is finding applications in various domains of healthcare. Customer adoption of AI is one of the critical elements of the success of AI implementation in healthcare. The authors are trying to determine the essential factors affecting customer adoption of AI in healthcare. The authors have developed a conceptual framework for customer adoption of AI in healthcare using the Unified Theory of Acceptance and Use of Technology (UTAUT), privacy concerns, creepiness, and trust to build a framework that addresses the new aspect of AI-based solutions adoption. Structural Equation Modelling (SEM) and Multi-group Analysis (MGA) were used for data analysis. Performance expectancy, privacy concerns, trust, and social influence were the essential factors affecting customer adoption of AI in healthcare.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"204-228"},"PeriodicalIF":0.0,"publicationDate":"2025-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144112075","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"An evaluation of healthcare seeking behaviours through a telephone health advice and triage service.","authors":"Alana Delaforce, Norm Good, Philippa Niven, Curtis Plate, Rajiv Jayasena, Joy Parkinson","doi":"10.1080/07359683.2025.2472458","DOIUrl":"10.1080/07359683.2025.2472458","url":null,"abstract":"<p><p>Globally, healthcare systems face strain from inappropriate consumer care-seeking behaviors, and solutions are needed to direct them to appropriate care avenues, including self-management. The Healthdirect Australia 24/7 National Coronavirus Helpline was established to provide telephone health advice and triage. This study evaluates the helpline's performance, consumer satisfaction, and influence on care-seeking behaviors. Using an online survey and telephony metrics, data from 329 survey respondents and 94,494 calls were analyzed. Results showed efficient service with most calls answered within 48 seconds and a low call abandonment rate of 4%. The average call length was 7 min and 13 s. Consumer satisfaction was high, with 71% rating it as high or very high. The helpline influenced health-seeking behaviors positively, (χ² (1, <i>N</i> = 943) = 89.0, <i>p</i> < .0001) with a 35% increase in self-management, a 12% reduction in unnecessary emergency department visits, and a 5% reduction in emergency services calls. Further research is needed to assess the long-term impact of this care model.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"145-162"},"PeriodicalIF":0.0,"publicationDate":"2025-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143587575","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Design and Marketing mHealth Solutions for Patients Undergoing Bariatric Surgery: A Qualitative Analysis of Stakeholder Requirements.","authors":"Charlene Wright, Jaimon T Kelly, Danielle Dawson, Katrina L Campbell, Tara Diversi, Kyra Hamilton","doi":"10.1080/07359683.2025.2504824","DOIUrl":"10.1080/07359683.2025.2504824","url":null,"abstract":"<p><strong>Aim: </strong>Consumer-focused behavioral frameworks can guide mobile health (mHealth) solution development, yet their application in specialized healthcare contexts remains understudied. This research gathered key stakeholder insights to inform both development and marketing strategies for mHealth solutions supporting patients undergoing bariatric surgery.</p><p><strong>Methods: </strong>Semi-structured interviews were conducted with patients (<i>n</i> = 16) and dietitians (<i>n</i> = 24) using an interview guide aligned with behavioral frameworks (the Fogg Behavior Model and Hook Model). Participants were recruited through professional networks and social media platforms. Interviews were analyzed using deductive and inductive approaches to identify market segments and health marketing implications.</p><p><strong>Results: </strong>Analysis revealed three distinct market segments requiring tailored marketing strategies: recovery phase (early recovery, adaptation, maintenance), healthcare setting (private versus public), and stakeholder type (patients versus providers). Recovery phase segmentation revealed evolving consumer needs: early-recovery patients prioritized education, adaptation-phase patients focused on routines, and maintenance-phase patients sought sustainable behavior change features. Private healthcare stakeholders demonstrated higher willingness to pay for comprehensive features, while public healthcare required institutional approaches. Patients prioritized integrated functionality and user experience, whereas dietitians emphasized clinical safety and evidence-based content.</p><p><strong>Conclusion: </strong>Findings translate into practical marketing implications including phase-specific targeting, dual stakeholder engagement strategies, and equity-centered approaches that address healthcare disparities. This study highlights limitations in existing behavioral frameworks when applied to healthcare contexts and identifies key areas where adaptations are needed, particularly around healthcare provider endorsement and balancing engagement with clinical appropriateness. The findings point toward the need for specialized mHealth marketing approaches that can navigate between commercial objectives and healthcare requirements.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"229-256"},"PeriodicalIF":0.0,"publicationDate":"2025-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144192362","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Assessing factors influencing the acceptance of fortified foods: An emerging economy perspective.","authors":"Gaurav Chaurasia, Sreejita Mukherjee, Abhisek Dutta","doi":"10.1080/07359683.2025.2504805","DOIUrl":"10.1080/07359683.2025.2504805","url":null,"abstract":"<p><p>Fortified foods and beverages (FFBs) play a pivotal role in addressing nutritional deficiencies amid evolving dietary preferences in India. This research aims to explore Indian consumer perceptions of FFBs, emphasizing factors influencing adoption. To understand FFB acceptance in India's culturally diverse and nutritionally varied context, the study integrated two influential consumer behavior models-the Health Belief Model and the Theory of Planned Behavior. Structural equation modeling was employed for data analysis, with online questionnaires collected from 421 FFB consumers. Factors like perceived susceptibility, perceived severity, perceived benefit, subjective norms, perceived behavioral control, and health consciousness were considered. All factors except perceived barrier significantly influenced behavioral intention to use FFBs. Moderating variables like age, gender, and income provided additional insights. The research outcomes offer valuable guidance to industry stakeholders, policymakers, and nutrition advocates, aiming to enhance nutritional standards and public health by encouraging FFB adoption in India.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"182-203"},"PeriodicalIF":0.0,"publicationDate":"2025-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144143760","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Research credibility through methodological transparency in <i>Health Marketing Quarterly</i>.","authors":"Joy Parkinson, Janet Davey","doi":"10.1080/07359683.2025.2517428","DOIUrl":"10.1080/07359683.2025.2517428","url":null,"abstract":"","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"139-144"},"PeriodicalIF":0.0,"publicationDate":"2025-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144334037","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Trust and confidence in telehealth-delivered services: a nation-wide cross-sectional study.","authors":"Soraia de Camargo Catapan, Centaine L Snoswell, Helen M Haydon, Annie Banbury, Emma E Thomas, Liam J Caffery, Anthony C Smith, Jaimon Kelly","doi":"10.1080/07359683.2024.2422202","DOIUrl":"10.1080/07359683.2024.2422202","url":null,"abstract":"<p><p>Sustaining telehealth uptake hinges on people's desire and ability to effectively engage with it. We explored trust and confidence in telehealth delivered by medical and allied health using cross-sectional survey of 1,116 Australians. Descriptive analysis presented factors that would improve trust and confidence in telehealth cross-tabulated with video consultation experience. Inferential statistics compared levels of trust in medical and allied health telehealth with user-related variables. Trust in medical telehealth was higher than in allied health, but practice with video calls, experience with high-quality telehealth, and good internet were associated with greater levels of trust in both groups. Telehealth with a known health professional and no additional costs were top-ranked factors to improve trust and confidence. Participants confident in troubleshooting trusted telehealth more. This first cross-sectional study on trust and confidence in telehealth suggests that digital upskilling and promoting quality video consultations can potentially enhance telehealth adoption.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"48-66"},"PeriodicalIF":0.0,"publicationDate":"2025-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142548062","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"An environmental scan of messages promoting compliance behaviour for a medical directive in COVID-19.","authors":"Thi Nhung Mac, Daniel J Phipps, Mandy Cassimatis, Kyra Hamilton","doi":"10.1080/07359683.2025.2451515","DOIUrl":"10.1080/07359683.2025.2451515","url":null,"abstract":"<p><p>Compliance with COVID-19 preventive behaviours together with the urgency to contain the virus underscored the need for rapid yet effective public health massaging. While messages aimed to inform and protect the public, the evolving situation often precluded the use of theoretically-based and empirically-informed approaches. This study aimed to analyse the presence and prevalence of belief-based constructs and strategies known to foster behaviour change embedded within Australian Government communications regarding compliance with QR code check-in behaviour during the COVID-19 pandemic using the Theory of Planned Behaviour as a guiding framework. Six belief codes and five behaviour change techniques were identified in 17 communication messages. Findings highlight the use of potentially effective strategies in the messages to change behaviour; for example, drawing on attitudinal and self-efficacy beliefs. Yet, results identified gaps, such as a lack of strategies to highlight normative influences and build habits that can inform future messaging and pandemic preparedness.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"110-137"},"PeriodicalIF":0.0,"publicationDate":"2025-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143426424","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The application of artificial intelligence in health communication development: A scoping review.","authors":"Sam Weingott, Joy Parkinson","doi":"10.1080/07359683.2024.2422206","DOIUrl":"10.1080/07359683.2024.2422206","url":null,"abstract":"<p><p>This scoping review explores the integration of Artificial Intelligence (AI) with communication, behavioral, and social theories to enhance health behavior interventions. A systematic search of articles published through February 2024, following PRISMA guidelines, identified 28 relevant studies from 13,723 screened. These studies, conducted across various countries, addressed health issues such as smoking cessation, musculoskeletal injuries, diabetes, chronic diseases and mental health using AI-driven tools like chatbots and apps. Despite AI's potential, a gap exists in aligning technical advancements with theoretical frameworks. The proposed AI Impact Communications Model (AI-ICM) aims to bridge this gap, offering a road map for future research and practice.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"67-109"},"PeriodicalIF":0.0,"publicationDate":"2025-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142648904","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Barriers to intention to adopt telemedicine: The interplay between exposure, trust, and convenience.","authors":"Carleton T Brown, Robert Zinko, Louis Ngamassi, Elvis Ndembe, Christopher Furner","doi":"10.1080/07359683.2024.2355379","DOIUrl":"10.1080/07359683.2024.2355379","url":null,"abstract":"<p><p>Telemedicine is an emerging option to improve patients' medical outcomes and overcome health disparities. The technology is a cost-effective alternative to in-person medical treatments and can supplement medical care to alleviate stress on the medical infrastructure in the upcoming decade. This study uses survey methods to investigate the patient population's intention to use telemedicine and assess the influence of different variables on telemedicine usage choices. Findings show that loss of income, trust in physicians, and time lost reduce intention to use telemedicine. The results carry implications for the healthcare industry, lawmakers, social workers, community activists, and family caregivers who bear the burden of helping loved ones with everyday tasks.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"1-23"},"PeriodicalIF":0.0,"publicationDate":"2025-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140959848","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Integrating supply and demand in social marketing programs: the <i>Nosh-e-Jaan</i> campaign to promote nutrition in Afghanistan.","authors":"Nedra Kline Weinreich, Mustafa Basij Rasikh","doi":"10.1080/07359683.2024.2419168","DOIUrl":"10.1080/07359683.2024.2419168","url":null,"abstract":"<p><p>This case study describes a successful nutrition social marketing program in Afghanistan. By building up the domestic soy industry and supply chain, while creating consumer demand for high-protein soy products to combat malnutrition, the <i>Nosh-e-Jaan</i> campaign rebalanced the market dynamics for this relatively unknown locally grown crop. The campaign included technical assistance to the soy industry and retailers, a consumer media campaign, and community outreach via influencers, government agencies, and events. Outcomes included increases in awareness of soy, purchase of soy products, and knowledge about protein. This project provides critical lessons for those planning social marketing programs in similar settings.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"24-47"},"PeriodicalIF":0.0,"publicationDate":"2025-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142814471","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}