Is There a Future for Healthcare E-Commerce in Emerging Markets? A Field Study in Four Emerging Countries; Turkey, UAE, KSA, and Egypt Based on User Insights

DOI: 10.5176/2251-2098_EMG17.16

Authors: Dr.Nasiye Çiğdem Işıkdemir Uluç, Prof. Dr. Murat Ferman

Abstract:  Use of e-commerce and e-marketing has highly penetrated to our lives almost in all industries. Healthcare arena in that respect is one of the most complex areas of implementation and progress. Both of these marketing initiatives in healthcare are crucial to develop the e-health practices. The efficient use of e-marketing and e-commerce in healthcare are expected to improve the outcomes positively for all related stakeholders regarding patients and healthcare providers in the whole healthcare ecosystem. This unique field study evaluates the approach of users to e-commerce in healthcare in four emerging countries; Turkey, Kingdom of Saudi Arabia, United Arab Emirates, and Egypt. This research is also reflecting the expectations and views of users for the future use of e-commerce in healthcare in those selected markets. Results indicate that e-commerce will grow in emerging markets as long as these practices are strictly regulated and the existing challenges of trust, data privacy, ICT infrastructure, financing, and supply chain management is improved.

Keywords: E-health, Healthcare E-commerce, Emerging Markets, User Insights