University of Oulu

Heini Sisko Maarit Taiminen, Saila Saraniemi, Joy Parkinson, (2018) "Incorporating digital self-services into integrated mental health care: a physician’s perspective", European Journal of Marketing, Vol. 52 Issue: 11, pp.2234-2250,

Incorporating digital self-services into integrated mental health care : a physician’s perspective

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Author: Taiminen, Heini Sisko Maarit1; Saraniemi, Saila2; Parkinson, Joy3
Organizations: 1School of Business and Economics, University of Jyväskylä, Jyväskylä, Finland
2Department of Marketing, Oulu Business School, University of Oulu, Oulu, Finland
3Social Marketing @ Griffith, Griffith Business School, Griffith University, Brisbane, Australia
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 1.1 MB)
Persistent link:
Language: English
Published: Emerald, 2018
Publish Date: 2019-01-16


Purpose: This paper aims to enhance the current understanding of digital self-services (computerized cognitive behavioral therapy [cCBT]) and how they could be better incorporated into integrated mental health care from the physician’s perspective. Service marketing and information systems literature are combined in the context of mental health-care delivery.

Design/methodology/approach: An online survey of 412 Finnish physicians was undertaken to understand physicians’ acceptance of cCBT. The study applies thematic analysis and structural equation modeling to answer its research questions.

Findings: Adopting a service marketing perspective helps understand how digital self-services can be incorporated in health-care delivery. The findings suggest that value creation within this context should be seen as an intertwined process where value co-creation and self-creation should occur seamlessly at different stages. Furthermore, the usefulness of having a value self-creation supervisor was identified. These value creation logic changes should be understood and enabled to incorporate digital self-services into integrated mental health-care delivery.

Research limitations/implications: Because health-care systems vary across countries, strengthening understanding through exploring different contexts is crucial.

Practical implications: Assistance should be provided to physicians to enable better understanding of the application and suitability of digital self-service as a treatment option (such as cCBT) within their profession. Additionally, supportive facilitating conditions should be created to incorporate them as part of integrated care chain.

Social implications: Digital self-services have the potential to serve goals beyond routine activities in a health-care setting.

Originality/value: This study demonstrates the relevance of service theories within the health-care context and improves understanding of value creation in digital self-services. It also offers a profound depiction of the barriers to acceptance.

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Series: European journal of marketing
ISSN: 0309-0566
ISSN-E: 1758-7123
ISSN-L: 0309-0566
Volume: 52
Issue: 11
Pages: 2234 - 2250
DOI: 10.1108/EJM-02-2017-0158
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: This study is part of Redefining Digital Opportunities – ReDo research project funded by Tekes – the Finnish Funding Agency for Technology and Innovation, the Universities of Oulu, Jyväskylä, and Tampere, VTT, and participating companies.
Copyright information: © Emerald Publishing Limited 2018.