A Note on Omnichannel in Healthcare Market: An Exploratory Roadmap |Biomedgrid

Purpose: Healthcare consumers increasingly demand for better healthcare experiences and seamless navigation throughout their care journey from registration to discharge and beyond. This paper explores a road map to establish omnichannel framework in healthcare marketing. Design/methodology/approach: Omnichannel in healthcare has never been explored before. Therefore, we use an exploratory map to build knowledge on how firms manage building roadmap to a successful omnichannel in healthcare market. This approach allows us to gain multi-faceted perspectives that necessary to understand the complexities of omnichannel adoption process.