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

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Navigating the Patient Journey: Integrating Technology

Authors
Esha Sharma1, 2, *, Kirti Sharma2
1Management Development Institute, Gurgaon, Haryana, India
2Management Development Institute, Gurgaon, Haryana, India
*Corresponding author. Email: esharma.86@gmail.com
Corresponding Author
Esha Sharma
Available Online 10 March 2026.
DOI
10.2991/978-94-6239-608-1_12How to use a DOI?
Keywords
patient journey; healthcare marketing; transformative service research; digital healthcare; customer experience; SDG
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.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
10 March 2026
ISBN
978-94-6239-608-1
ISSN
2352-5428
DOI
10.2991/978-94-6239-608-1_12How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Esha Sharma
AU  - Kirti Sharma
PY  - 2026
DA  - 2026/03/10
TI  - Navigating the Patient Journey: Integrating Technology
BT  - Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
PB  - Atlantis Press
SP  - 204
EP  - 209
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-608-1_12
DO  - 10.2991/978-94-6239-608-1_12
ID  - Sharma2026
ER  -