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Navigating the Patient Journey: Integrating Technology

In: Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)

Author

Listed:
  • Esha Sharma

    (Management Development Institute
    Management Development Institute)

  • Kirti Sharma

    (Management Development Institute)

Abstract

While customer journeys are extensively studied in the service sector, their application within healthcare remains underexplored. This study aims to address this gap by mapping the patient journey in the context of disease-focused mHealth app adoption. Employing a mixed-method approach, we first identify critical touchpoints and patient experiences through journey mapping techniques. In the second phase, we utilize Interpretive Structural Modeling (ISM) and Matriced’ Impacts Croisés Multiplication Appliquée à un Classement (MICMAC) analysis to uncover underlying challenges. The findings underscore the necessity for a transformation in healthcare marketing and emphasize the pivotal role of digital technologies in patient empowerment. This research demonstrates how patient journey mapping can drive innovation, enhance care quality and facilitate the design of patient-centered experiences with disease-focused mHealth applications.

Suggested Citation

  • Esha Sharma & Kirti Sharma, 2026. "Navigating the Patient Journey: Integrating Technology," Advances in Economics, Business and Management Research, in: Kirti Sharma & Shiv S. Tripathi & Neetu Yadav (ed.), Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025), pages 204-209, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-608-1_12
    DOI: 10.2991/978-94-6239-608-1_12
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