ABSTRACT:
The persistent preference of patients for well-known healthcare providers inevitably leads to demand imbalances within the healthcare sector. Luckily, our research reveals that online healthcare platforms (OHPs) can address this issue by offering non-diagnostic digital services. Using an OHP-based online prescribing service as an example, our study reveals that this non-diagnostic digital service has resulted in a significant increase in consultations, particularly for less prominent hospitals and junior physicians. This shift promotes a more equitable distribution of healthcare demand. Furthermore, we demonstrate that the balancing effect primarily arises from attracting low-uncertainty demand–consultations that focus less on diagnosis—and from fostering trust between patients and physicians. Our findings present a compelling information systems (IS) solution to the pressing issue of patient demand imbalance. By illustrating how a non-diagnostic digital solution can transform healthcare delivery and enhance resource allocation, we contribute to improved healthcare efficiency. This paper offers insights for researchers focused on OHP design and for health practitioners seeking to leverage digital solutions to manage demand.
Key words and phrases: Online healthcare, healthcare platforms, online prescribing, healthcare demand, load balancing, trust spillover, demand distribution