Innovation Orientation and Consumer Outcomes in Healthcare: A Patient- Centered Clustering Approach
DOI:
https://doi.org/10.15170/MM.2026.60.01.07Keywords:
Healthcare innovation, innovation acceptance, personalization, medical awareness, willingness to payAbstract
THE AIM OF THE PAPER
This study examines how patients’ innovation-related attitudes, their preference for personalization, and their expectation of physician up-to-dateness relate to (a) willingness to pay and (b) preference for personalized interventions. It asks whether patients’ innovation orientation is associated with willingness to pay and with choosing a personalized procedure.
METHODOLOGY
I conducted a cross-sectional, quantitative survey. Using an online questionnaire (n=181), I
measured the key constructs on five-point Likert scales. In SPSS 26.0 I performed TwoStep clustering (log-likelihood distance; BIC-based automatic cluster selection) with robustness checks (fixed two-cluster rerun; random case order; Cohen’s kappa agreement). Outcomes (willingness to pay; preference for a personalized intervention) were tested with cross-tabulations (χ², Cramér’s V). I estimated a binary logistic regression for willingness to pay with demographic controls, and assessed discrimination using ROC/AUC. Innovation was treated in a type-neutral way (digital, procedure/device, care organization), focusing on common attitudinal dimensions.
MOST IMPORTANT RESULTS
The clustering yielded two stable groups. Members of the “higher innovation orientation” cluster reported greater willingness to pay. The logistic model fitted well; the cluster effect was significant and discrimination was acceptable to good. Preference for a personalized intervention was likewise stronger in this cluster, a result corroborated by sensitivity analyses.
RECOMMENDATIONS
Providers should target segments by attitude: for innovation-oriented patients communicate evidence-based outcomes and offer modular, personalized packages; for more conservative patients emphasize the safety and cost–benefit of standard procedures. Introduce a brief, standardized “innovation information” protocol, pilot implementation with measurable KPIs, and messaging that
makes physician up-to-dateness visible.
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