I'm no expert, but … ? Consumer use of supportive digital tools in health services

Purpose: The use of supportive digital technology – the provision of supportive services and self-management health tools using digital platforms – by marketers is increasing alongside research interest in the topic. However, little is known about the motivations to use these tools and which tool features provide different forms of social support (informational, emotional, instrumental, network or esteem). The purpose of this paper is thus to explore consumer perceptions of supportive healthcare self-management and preferences for different levels of interactive features as social support in a health services context. Design/methodology/approach: A qualitative approach involving 30 semi-structured interviews with consumers interested in two common preventative health services that use supportive digital tools (SDTs) (skin-cancer checks and sexually transmitted infection checks) was undertaken. Thematic analysis was used to analyse the verbatim transcripts. Findings: This research identified there is a lack of motivation to initiate the search for SDTs; consumers are motivated by a desire to control and monitor health concerns and avoid overuse of the health system. The findings showed a preference for social support to go beyond informational support, with a need for interactivity that personalised support in a proactive manner. Research limitations/implications: SDTs are positively perceived by consumers as part of health services. The motivation to use these tools is complex, and the social support needed is multifaceted and preferably interactive. Practical implications: This research assists service marketers to better design informational and instrumental support for preventative self-managed healthcare services. Originality/value: This paper extends knowledge about the motivation and social support required from SDTs in a preventative health service context.