Physician engagement in online medical teams: A multilevel investigation

Given the widespread adoption of artificial intelligence technologies in the healthcare industry, efficient healthcare delivery has become increasingly important. In creating a patient-centered and engaging technology, the omnichannel healthcare model has expanded to allow consumers access to online health communities, including physician-led online medical teams (OMTs). To help ensure the continued growth of this emerging omnichannel touchpoint, we develop a three-level theoretical model using a combination of hierarchical linear modeling and panel data identification to analyze a large-scale longitudinal dataset consisting of 2,185 physicians across 1,400 OMTs. In line with self-determination theory, we identify physician-level (i.e., intrinsic and extrinsic) and team-level (i.e., social interaction ties) motivational drivers of physician engagement, along with managerially relevant boundary conditions. Based on our findings, we suggest a multi-level strategy for ensuring the continued growth and success of OMTs in facilitating value co-creation between health providers and patients.