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The purpose of this paper is to establish a stylized model to solve the pricing strategy, resource allocation and consumer surplus problems of multichannel healthcare services.

This paper considers a two-stage decision model with different levels of consumers’ knowledge. Faced with physical problems, knowledgeable consumers can solve their problems by seeking online healthcare channels, while unknowledgeable consumers need to make a two-stage decision to try to solve their problems.

The effective diagnosis rate and the proportion of knowledgeable consumers positively impact the optimal pricing in online and offline channels. In addition, a higher proportion of knowledgeable consumers does not result in higher demand in the online and offline channels. Moreover, if service providers lower their prices a small amount, they will lose some profit, but the consumer surplus will be higher, which will encourage more consumers to access healthcare services.

Knowledge levels are simplified into two categories. Also, the authors assume the resources of online and offline healthcare services are comparable.

This paper incorporates the knowledge level and misdiagnosis rate into the model framework to study the most effective pricing strategy for multichannel healthcare services.

Despite the prevalent use of professional status and service feedback in online healthcare markets, the potential interaction relationship between two types of information is still unknown. This study used the signaling theory to examine the substitute relationship between professional status and service feedback in patients' doctor choice, as well as the moderating effect of illness severity.

To test the paper's hypotheses, we constructed a panel data model using 418 doctors' data collected over a period of six months from an online healthcare market in China. Then, according to the results of the Hausman test, we estimated a fixed-effects model of patients' choice in online healthcare markets.

The empirical results showed that the effect of a doctor's professional status and service feedback on a patient's doctor choice was substitutable. Moreover, patients' illness severity played a moderating role, in that the influence of professional status on a patient with high-severity illness was higher than that on a patient with low-severity illness, whereas the influence of service feedback on a patient with low-severity illness was higher than that of a patient with high-severity illness. In addition, we found that illness severity negatively moderated the substitute relationship between professional status and service feedback on a patient's choice.

These findings not only contribute to signaling theory and research on online healthcare markets, but also help us understand the importance of professional status and service feedback on a patient's choice when seeking a doctor online.

Internet forums are an important arena for information exchange between consumers. Despite healthcare being one of the most accessed information categories on the internet, knowledge of exchange between patients in online communities remains limited. Specifically, little is known about how patients negotiate knowledge in online forums to understand and manage their diseases. This paper aims to illustrate this by presenting data that demonstrate the construction of tacit knowledge within online health communities, and how consumers exercise their “voice” within complex professional services.

This paper reports an exploratory single case study of an online discussion forum for breast cancer sufferers, in which participants discuss their experience with healthcare services and related pharmaceutical products. Textual data were collected and analysed from the forum retrospectively from an 11-month period, entailing contributions from 252 participants.

The paper challenges prevalent managerial and professional perspectives that evaluate online health information in terms of its correspondence with conventional medical information. In the absence of normative assumptions that broadly guide health service encounters, forum participants negotiate their understandings in the context of their personal experience.

This novel culture offers potential for developing rich and sometimes more appropriate understandings of health than available from the medical establishment. It discusses how service providers can exploit such opportunities towards improving service provision, facilitating the consumer voice within a complex service.

Re-evaluating the value of online forums, the paper identifies the mechanisms through which health consumers co-create knowledge within online communities, and how these mechanisms can inform and complement future service provision.

This study examines how service feedback and physician popularity affect physician demand in the context of virtual healthcare environment. Based on the signaling theory, the critical factor of environment uncertainty (i.e. disease risk) and its impact on physician demand is also investigated. Further, the research on the endogeneity of online reviews in healthcare is also examined in the current study.

A secondary data econometric analysis using 3-wave data sets of 823 physicians obtained from two PRWs (Healthgrades and Vitals) was conducted. The analysis was run using the difference-in-difference method to consider physician and website-specific effects.

The study's findings indicate that physician popularity has a stronger positive effect on physician demand compared with service feedback. Improving popularity leads to a relative increase in the number of appointments, which in turn enhance physician demand. Further, the impact of physician popularity on physician demand is positively mitigated by the disease risk.

The authors' research contributes to a better understanding of the signaling transmission mechanism in the online healthcare environment. Further, the findings provide practical implications for key stakeholders into how an efficient feedback and popularity mechanism can be built to enhance physician service outcomes in order to maximize the financial efficiency of physicians.

While hospitals have done much over the last five years to push new media marketing, little research has been done to find out whether such endeavors are justified by users' healthcare online information consumption. This study attempts to find evidence for or against such endeavors.

Using the Delphi technique, this study investigated both users' healthcare video consumption behavior and their underlying rationales through three rounds of questions among 30 users of varied demographic backgrounds as a purposive sample.

Most participants did not watch videos hospital web sites because of their stereotypical understanding that hospital web sites provide no more than clerical information and because of videos' perceived inefficiency in delivering relevant and personalized information. However, most participants expressed their willingness to watch videos if the presentation is improved.

Although the Delphi technique is arguably the best approach when there is no defined population for sampling, a small sample may still be inadvertently biased toward the participants.

Hospitals need to make users aware of the abundant healthcare information in multimedia formats including video on their web sites, present the relevant content, and make such presentations easily digestible.

Hospitals' move into online new media marketing may help hospitals establish levels of trust with their online users comparable to the levels doctors currently enjoy and encourage consumers to visit hospital web sites as part of their healthcare decision‐making process.

For the very first time, this study has answered from the users' perspective and with evidential support the question whether hospitals' march into new media marketing is justified.

Social media facilitates the communication and the relationship between healthcare professionals and patients. However, limited research has examined the role of social media in a physicians' online return. This study, therefore, investigates physicians' online economic and social capital return in relation to physicians' use of social media and consumer engagement.

Using ordinary least squares (OLS) regression with fixed effects (FE) and panel data collected from Sina Weibo and Sina Health, this study analyzes the impact of physicians' social media use and consumer engagement on physicians' online return and the moderation effect of professional seniority.

The results reveal that physicians' use of social media and consumer sharing behavior positively affect physicians' online economic return. In contrast, consumer engagement positively impacts physicians' online social capital return. While professional seniority enhances the effect of physicians' social media use on online economic return, professional seniority only enhances the relationship between consumers' sharing behavior to the posts and physicians' online social capital return when professional seniority comes to consumer engagement.

This study reveals the different roles of social media use and consumer engagement in physicians' online return. The results also extend and examine the social media affordances theory in online healthcare communities and social media platforms.

This study aims to develop a better understanding of how online health community (OHC) members with different health literacy (HL) levels benefit from their participation, through the analysis and comparison of their resource integration (RI) processes. It investigates through a RI lens how the vulnerability of community members – captured as their level of HL – affects the benefits they derive from participation.

Quantitative and qualitative methods were used to investigate the effects of healthcare service users’ vulnerability. Data were collected about their profiles and levels of HL. Furthermore, 15 in-depth interviews were conducted.

The study demonstrates how low levels of HL act as a barrier to the integration of available online health resources. Participation in OHCs appears less beneficial for vulnerable users. Three types of benefits were identified at the individual level, namely, psychological quality-of-life, physical quality-of-life and learning. Benefits identified at the community level were: content generation and participation in the development of the community.

This study has implications for the understanding of how service users’ activities affect their own outcomes and how the vulnerability of users could be anticipated and considered in the design of the community.

Empowered patients are allies to the healthcare system, especially in emergency situations. Social media use has emerged to be a major means by which patients interact with the healthcare system, and in times such as the current COVID-19 situation social media has to play an even greater crisis management role by empowering patients. Social media channels serve numerous beneficial purposes, despite them also being blamed for the spread of misinformation during this crisis. In this Gulf Cooperation Council (GCC) focused case study, we will discuss the increasingly greater role being played by the social media in healthcare in the region and how that empowers not just the patients but the system as a whole. In the GCC region, the healthcare sector is found to reflect a steady growth, leading to an increased drive for empowering patients by lowering the barriers to effective communication and consultation through online media. As of today, social media has become an element of the telehealth infrastructure being deployed in the region. During COVID-19, patients are seen to leverage it pointedly for online health consultations thereby lowering the stress on the healthcare system and adding to efficiencies.