In this chapter the author discusses several marketing principles and issues related to pitfalls and successes of Telehealth application in the case of a Web -based wellness program called Wellness Online Program (WOLP). WOLP takes a holistic approach to health or ‘wellness’ and runs for six weeks. It aims to help individuals to manage and improve their own wellbeing regardless of geographical location. Two groups have been recruited, doctor-referred group (DRG) and self-referred group (SRG). The acceptance of WOLP between the two groups was measured by using the technology acceptance model (TAM) at midway (Week 3) and study exit (Week 6). Findings show that the creation of WOLP to deliver wellness among individuals outside the primary healthcare environment is possibly cheaper, convenient, and more accessible than in the primary healthcare setting. However, issues regarding Web -based wellness program implementation are very important and it is crucial for service providers to thoroughly analyse as this will determine the success of the program.
Key Terms in this Chapter
Perceived ease of use: The degree to which a person believes that using a particular system would be free of effort. It encapsulates the extent of which a potential user considers usage of the target technology to be relatively free of the effort to perform specific tasks using a given systems (Davis, F.D., 1989).
Wellness: A holistic approach to health that focuses on an individual’s consciousness and making choices that are actively involved in enhancing wellbeing. It consists of six domains or dimensions of health namely physical (fitness and diet), social, occupational, intellectual, emotional, and spiritual.
Wellness Online Program: An interactive Web based wellness program that is accessible via online (the Internet) for its users. It offers various health information, health self-assessments, and health activities. It emphasises more about planning and motivating users to improve their overall wellbeing.
Perceived usefulness: The degree to which a person believes that using a particular system would enhance his or her job performance. It reflects a person’s beliefs or expectations about outcomes (Davis, F.D., 1989).
TAM: Abbreviation of technology acceptance model.
Technology Acceptance Model: A theoretical framework model developed by Davis in 1989 to investigate the acceptance levels of new technologies. It is an intention-based model that is developed specifically for explaining and/or predicting the acceptance of computer technology among users, from their intention to use it in the future. The intention for future use can be explained in terms of their perceived usefulness, perceived ease of use, attitude and other external factors.
WOLP: Abbreviation of Wellness Online Program.