Digital Platforms in Healthcare : A Case Study of Adoption and Usage Among Elderly Generations

Abstract: Background – Digitalization and the utilization of ICTs in healthcare have revolutionized the healthcare industry through digital healthcare platforms (DHP). ICTs and DHP’s are highly beneficial for those who have the ability to use them, meanwhile increasing the digital segregation for those who cannot, e.g., elderly generations. Although, elderly generations can particularly benefit from utilizing DHP’s, e.g., enabling independent living. Furthermore, the elderly population is expected to grow globally in the upcoming years, which affects governmental expenditures on healthcare. Purpose – The aim of this study is to investigate what causes elderly not to adopt and use DHP’s, i.e., investigate and develop a deeper understanding of the central barriers for elderly. Furthermore, the second aim is to investigate how DHP providers better can facilitate increased adoption and usage among the elderly generations. Method – This study followed an abductive research approach of a single case company that offers healthcare services through a digital platform. To answer research questions, we primarily used a qualitative research method as well as quantitative data to strengthen our findings. In total, 22 qualitative interviews were conducted with respondents over 65. The interviews were divided between previous users of digital health platforms and non-users. The quantitative data were analyzed through SPSS where uni- and bivariate analysis was performed. Findings – Our finding disclosed that elderly experience mainly two barriers for adoption of DHP’s among elderly: negative attitudes and technology anxiety and one barrier for both adoption and usage: trust. This adds to the previous literature which has not made any distinction between adoption and usage of DHP’s among elderly. Furthermore, this study provides direct development suggestions that can enable increased adoption and usage. Theoretical implications – This study contributes to previous digital health literature by considering digital platforms a part of healthcare. We contribute with deepened knowledge regarding barriers that hinders adoption for elderly and by suggesting development suggestions that are able to bridge each barrier. Managerial implications – The managerial implications of this research are directed towards DHP providers on how they can facilitate increased adoption and usage respectively. The implications include design and marketing options that are able to enable the objective.