Case Study of Multichannel Interaction in Healthcare Services

ABSTRACT

A multichannel interaction service is a practice whereby organizations communicate and interact with their existing customers and potential new customers through different channels. This article presents a brief case study of multichannel interaction in healthcare services, which studies the viability of continuous multichannel interaction for personalized healthcare services to enable health professionals to follow up and monitor patients in home-based care. Furthermore, this study aims to explore the possibility of the continuity and complementarity of the interactions across different communication channels with the patients. The data used for this study was gathered during the first wave of the COVID-19 pandemic. This study showed that despite this type of interaction being relatively new in healthcare services, it has considerable potential for improving the relationship between patients, health professionals, and care providers. Upon completion of the data analysis, several conclusions were drawn. One such conclusion was the ability to maintain continuity of interaction across multiple channels, as well as the synergy between the different channels of interaction available to patients and the impact this has on the way patients and health professionals interact. Additionally, it was determined that the complementarity of different interaction channels is crucial when implementing multichannel interaction services. Furthermore, the implementation of this solution resulted in improved communication between patients and health professionals. Also, it has decreased health professional's workload and reduced care providers costs regarding remote patient follow-up. © 2023 by the authors.