Journal of Management Information Systems
Imagine being able to move effortlessly between a video appointment with your doctor and an in-person visit—without repeating your medical history or losing track of your treatment plan. That’s the power of omnichannel integration.
In healthcare, this approach combines the best of both worlds: online tools like apps and telemedicine, and traditional face-to-face care. The result is a seamless, personalized experience that makes it easier for patients—especially those managing chronic illnesses—to get the care they need, when and how they need it.
A recent study, co-authored by Kevin Scheibe, chair of the Department of Information Systems and Business Analytics (ISBA), and a professor of ISBA, looked at how this model influences the use of telemedicine. The research paper, “Omnichannel in Healthcare? Offline-to-Online Spillover Effects and Implications for Telemedicine in Treating Chronic Patients,” was published in the Journal of Management Information Systems.
“Using data from a major health platform in China, we found that patients, particularly first-time users, are more likely to stick with doctors who offer both online and in-person services,” Scheibe said. “They can start with a virtual checkup, follow up in person, and schedule ongoing care across both settings—all without interruption.”
The takeaway is clear: patients value this flexibility. To make omnichannel healthcare a reality on a large scale, policymakers and providers will need to support stronger connections between online platforms and hospitals. The vision is a balanced healthcare ecosystem where medical records, appointments, and care flow smoothly between digital and physical worlds—helping patients stay healthier and reducing risks along the way.
“Omnichannel in Healthcare? Offline-to-Online Spillover Effects and Implications for Telemedicine in Treating Chronic Patients.” Authors: Xiangru Chen, Xiao Ma, Kevin P. Scheibe, Norman Johnson.