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Article
Publication date: 29 January 2025

Nataraj Balasubramanian, Umayal Palaniappan, M. Balaji and Nachiketas Nandakumar

This research investigates the barriers for Complementary and Alternative Medicine (CAM) adoption among the patients in India. Despite the established role of CAM in the Indian…

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Abstract

Purpose

This research investigates the barriers for Complementary and Alternative Medicine (CAM) adoption among the patients in India. Despite the established role of CAM in the Indian healthcare system for several years, the WHO (WHO) reports limited adoption of these therapies among Indian patients. This study investigates the key barriers toward wider CAM use within the Indian context.

Design/methodology/approach

This study used a combined interpretive structural modeling (ISM)-MICMAC approach to identify barriers to CAM usage. In the first phase, a comprehensive literature review was conducted to understand the barriers. Subsequently, experts in the Indian healthcare system were identified and interviewed to capture the contextual intricacies of these barriers within the Indian context.

Findings

The study identified ten key barriers to CAM adoption through ISM. A hierarchical model was developed to understand the relationships and interactions among these barriers, revealing their linkages. A MICMAC chart was created to determine the driving and dependent power of the barriers, categorizing them as dependent barriers, linkage barriers or independent barriers. The House of CAM framework was then derived from the ISM-MICMAC analysis, providing a structured, sequential approach for CAM adoption.

Practical implications

The awareness of the potential benefits and usage of CAM is significantly low among Indian patients. There is a pressing need to investigate and systematically conceptualize the barriers to CAM adoption. This research provides valuable insights for policymakers, insurers, practitioners of alternative and complementary medicine, multi-specialty hospitals offering CAM services and regulatory bodies. Understanding these barriers will enable these stakeholders to develop and implement strategies that effectively address these issues.

Originality/value

This research makes substantial contributions to the understanding of barriers to the adoption of CAM. Through a comprehensive investigation, the study introduces the House of CAM framework developed using ISM-MICMAC analysis, providing a strategic approach for targeted intervention against identified barriers.

Details

Journal of Health Organization and Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1477-7266

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Article
Publication date: 6 May 2017

Nachiketas Nandakumar, Bharadhwaj Sivakumaran, Arti Kalro and Piyush Sharma

The purpose of this paper is to empirically examine the interactive effects of message framing, perceived threat and efficacy appeals on attitudes/intentions toward consumer…

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Abstract

Purpose

The purpose of this paper is to empirically examine the interactive effects of message framing, perceived threat and efficacy appeals on attitudes/intentions toward consumer healthcare communications, particularly, cataract surgery.

Design/methodology/approach

This paper develops two conceptual models dealing with threat, efficacy and framing and tests them with data collected from two field experiments.

Findings

The results reveal that high efficacy messages in combination with high threat or loss-framed messages have a significant positive influence on consumer attitudes and intentions in the consumer healthcare arena.

Practical implications

The findings have managerial value and public policy implications for healthcare officials in developing effective communications material. Specifically, this paper recommends that high threat, high efficacy and loss-framed efficacy messages be used.

Originality/value

This research extends previous work by demonstrating the effectiveness of threat appeals and framing on consumer attitudes and intentions to undergo cataract surgery. It also demonstrates the use of communication models in the healthcare domain.

Details

Marketing Intelligence & Planning, vol. 35 no. 4
Type: Research Article
ISSN: 0263-4503

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