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Review
. 2023 Jun;1(2):77-93.
doi: 10.1016/j.mcpdig.2023.03.002. Epub 2023 Apr 3.

An Overview of Omnichannel Interaction in Health Care Services

Ailton Moreira  1 , Carlos Alves  1 , José Machado  1 , Manuel Filipe Santos  1
Affiliations
Review

An Overview of Omnichannel Interaction in Health Care Services

Ailton Moreira et al. Mayo Clin Proc Digit Health. 2023 Jun.

Abstract

The adoption of omnichannel interaction services in health care can bring significant benefits to both health care institutions and their patients. The ongoing health pandemic caused by coronavirus disease has further emphasized the need for health care providers to implement an omnichannel strategy to provide seamless personalized experiences to their patients through multiple access channels. This study aimed to examine the current state of research on omnichannel interaction services in health care with a focus on the benefits, challenges, and issues that health care institutions may encounter when adopting this strategy. A systematic literature review was conducted to synthesize the current state of research and provide a comprehensive overview of the field. The results of the review were used to perform a strengths, weaknesses, opportunities, and threats analysis of omnichannel services in health care and identify 5 key criteria that health care institutions should consider when implementing an omnichannel strategy. This study contributes to the field by offering an updated and comprehensive understanding of omnichannel interaction services in health care and provides valuable insights for health care providers considering this strategy. The ultimate goal of an omnichannel strategy in health care is to improve patient engagement, increase access to care, and reduce costs while improving communication and collaboration among health care providers. The successful implementation of this strategy requires a well-defined plan, robust technology, infrastructure, data analytics, capabilities, trained professionals, and a basic understanding of the communication channels among patients. The adoption of an omnichannel strategy in health care can lead to new business growth and increased patient engagement, but health care institutions must be properly aligned and patients must be prepared for its implementation.

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Figures

Figure 1
Figure 1
Multichannel channels. SEO, search engine optimization.
Figure 2
Figure 2
Applied Preferred Reporting Items for Systematic Reviews and Meta-Analysis methodology.
Figure 3
Figure 3
Issues and challenges of omnichannel interaction.
Figure 4
Figure 4
Benefits of omnichannel interaction.
See this image and copyright information in PMC

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