Presenting a Smart Value Co-Creation Model in Healthcare
Keywords:
Healthcare, value co, creation, health intelligenceAbstract
Objective: This study aimed to develop and present a comprehensive model explaining artificial intelligence-based value co-creation in healthcare.
Methodology: This qualitative, applied, exploratory, inductive, and cross-sectional study was conducted among 16 university professors and experts in marketing and healthcare, each with at least 10 years of professional experience. Participants were selected through purposive maximum-variation sampling. Data were collected through in-depth semi-structured interviews, which continued until theoretical saturation was achieved and further interviews generated no substantively new themes. The interviews were recorded, transcribed verbatim, and analyzed using a six-phase thematic analysis procedure and open coding in MAXQDA software. The analysis involved identifying initial codes, grouping conceptually similar codes into basic themes, integrating the basic themes into organizing themes, and developing an overarching theme representing the proposed conceptual model. The adequacy and recurrence of the data, participants’ professional expertise, accurate transcription of interviews, and expert review of the extracted findings were considered to enhance the credibility of the analysis.
Findings: The thematic analysis identified “promoting artificial intelligence-based value co-creation in healthcare” as the overarching theme. Four organizing themes emerged: improvement of clinical performance and patient safety, operational optimization and economic sustainability of healthcare services, intelligent and user-centered interaction, and infrastructures of trust and technology acceptance. Twelve basic themes were also extracted: increased diagnostic accuracy, reduced medical errors, intelligent decision support, reduced service delivery time, reduced healthcare costs, integration of health data, active patient participation, continuous physician–patient communication, improved patient satisfaction and experience, system usability, trust in intelligent outputs, and protection of data privacy. The relationships among the themes indicated that sustainable value co-creation depends on the simultaneous integration of clinical, operational, economic, interactive, and technological dimensions rather than on the isolated implementation of artificial intelligence tools.
Conclusion: The proposed model indicates that artificial intelligence can enhance value co-creation in healthcare when improvements in clinical decision-making and operational efficiency are accompanied by patient participation, user-centered design, technological trust, data security, and stakeholder acceptance.
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Copyright (c) 2025 Mohsen Farsi, Kambiz Shahroodi, Ahmad Ghanbarian Boroujeni (Author)
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