Adoption of Smart-Health Technologies and Their Strategic Impact on Hospital Marketing: A Comparative Study of India and Ghana
Year: 2026
Type: article
Study design: Observational Study
Abstract: Purpose: The paper investigates the impacts of adoption of smart healthcare technologies, (three theoretical frameworks, the Technology Acceptance Model (TAM), the Diffusion of Innovation Theory (DOI) and the Technological Organisation Environment (TOE) framework ) and their strategic contributions on the marketing strategies of hospitals with a comparative analysis of India (Gujarat state) and Ghana (Greater Accra, Ashanti, Eastern, western regions). Design/Methodology/Approach: A cross-sectional comparative study was conducted, of 500 out of 800 total frame, 250 replied to us, 250 in Gujarat, India, and 250 in Ghana, of the administrators of healthcare, marketing professionals and IT managers of the both public and privately run hospitals. Structured questionnaires, Structural Equation modelling (SEM), multigroup analysis and comparative statistics were used to collect data and analyse data respectively. Findings: The findings show that the smart health technologies are more widely adopted in India as compared to Ghana. In India, relative advantage ( =0.38, p<0.001) and organisational factors ( =0.42, p = 0.001) met the strongest desire. Contrarily, in Ghana, perceived ease of use ( β = 0.41, p < 0.001) and environmental factors ( 0.45, p < 0.001) played the greatest role. In both settings, there was positive technology adoption to hospital marketing effectiveness (India: 3=0.51, p=0.001; Ghana: 3=0.47, p=0.001) though, as was intermediated by cultural and infrastructural differences. Practical Implications: The findings provide a practical implication to the care administrators and policymakers in the developing economies by reiterating the need to have context-specific strategies of the implementation of technologies that take into consideration unique cultural, organisational and environmental characteristics. Originality/Value: The study has added to the literature on healthcare marketing by using three supplemental theoretical frameworks and develop a cross-cultural comparative analysis that has a fine-tuned insight into smart healthcare technology adoption in a low-resource setting and its marketing strategy implications.
DOI: 10.1922/a36edn50
Authors: Dzuvor Bright, Dr. Bijal Zaveri
Institution: Parul University
Language: English
Subfield: Health Information Management
Field: Health Professions
Domain: Health Sciences
Open Access status: gold
OpenAlex ID: W7204650105