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acquire data from websites and then visit the online discussion forums to collec-
tively interpret such information and to find additional meanings from such explicit
data based on other patients' experiences. As is evident from the above figures,
following the initial acquisition of data from the website, the time spent on the
website falls drastically in the following weeks. On the other hand, much of the
knowledge co-creation based on other patients' experiences occurs in the follow-
ing weeks, and as such the time spent on the online discussion boards tends to be
greater.
One study (Shaw, Han, et al., 2007) also found that breast cancer patients
who used online discussion boards to greater extent showed more informa-
tion competence compared to others. Thus, while our empirical study does not
directly relate to the propositions outlined in the earlier section, they do indi-
cate the added emphasis placed by health consumers on online discussion boards.
More importantly, they indicate the critical complementary role that online dis-
cussion boards could potentially play in enhancing the usefulness of healthcare
websites.
In sum, this brief exploratory study indicate the promise for future research
to validate the propositions outlined here and to ascertain the complementary
nature of health websites and online health communities that is evident from the
knowledge perspective adopted here. Next, we conclude this chapter by discussing
some of the important implications of the framework offered here for healthcare
organizations.
8.8 Implications and Conclusions
The research model has several important implications for future research and man-
agement practice related to the application of IT systems for promoting service
innovation in health care.
As previously noted, a critical challenge that most healthcare organizations
currently face relates to the poor effectiveness and efficiency of the delivery of
healthcare services to customers. Further, the healthcare industry has also fallen
behind in adopting new technologies, compared to many other industries. At the
outset, the presence of more empowered consumers (who actively seek health infor-
mation on the Internet and hence are well informed about their healthcare options)
may seem to pose another major challenge for physicians and healthcare organiza-
tions. However, as our framework indicates it can also offer numerous opportunities
for healthcare organizations to embrace consumers as active participants in the cre-
ation and delivery of healthcare services in ways that add real value to consumers,
thereby truly becoming value-driven healthcare organizations.
The first implication relates to the role of online communities as a comple-
mentary resource for patients. The high cost of physicians has led to significant
deficiencies in providing patients who are chronically ill with the necessary sup-
port. While it is evident that online health communities can be utilized to provide
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