Factors affecting doctor's recommendation for mobile health services.

Area of Science:

• Digital Health
• Healthcare Management
• Medical Informatics

Background:

• Mobile health (mHealth) services are emerging as a new medical service model.
• Despite growing recognition, mHealth service adoption by patients remains limited.
• Physician recommendations significantly influence patient healthcare choices.

Purpose of the Study:

• To identify key factors influencing physicians' recommendations of mHealth services.
• To provide actionable strategies for mHealth providers and hospital administrators.
• To increase physician endorsement and patient uptake of mHealth solutions.

Main Methods:

• A 22-question survey was developed through literature review, expert consultation, and pre-testing.
• 114 valid online questionnaires were collected.
• Net Promoter Score (NPS) measured physician recommendation willingness; multivariate logistic analysis identified key influencing factors.

Main Results:

• Physician NPS for mHealth was 6.06% (29.56% recommenders, 46.96% neutrals, 23.48% critics).
• Positive physician attitude towards mHealth and willingness to adopt new technologies were critical factors.
• The perceived usefulness of mHealth for patients, often highlighted by providers, did not significantly impact recommendation willingness.

Conclusions:

• Enhancing physician recommendation willingness requires targeting doctors with positive mHealth attitudes and high innovation propensity (often younger, less experienced).
• Strategies should focus on fostering physician innovation and positive attitudes towards mHealth.
• Exploring how mHealth can aid physicians in personal brand development may increase recommendation rates.