Development of Healthcare Services Guidelines: Hospital-at-Home Model for Private Hospitals in Thailand

Abstract

This research article aimed to examine the factors influencing consumers’ decisions to use health services in the form of Hospital-at-Home (HaH) provided by private hospitals in Thailand, as well as to develop effective service delivery guidelines. A mixed-methods approach was employed, combining survey data from 660 consumers and in-depth interviews with 18 experts. The findings revealed that consumer expectations were the most influential factor directly affecting the decision to use HaH services. At the same time, marketing mix factors and systemic healthcare problems had indirect effects through expectations. New components that significantly influenced consumer behavior were also identified, including trust in the service, familiarity with digital health technologies, and data privacy protection (PDPA). As a result, the Health-at-Home Consumer Decision Model (HCDM) was developed to explain the decision-making mechanism, positioning consumer expectations as a mediating factor between external drivers and decision behavior. This model serves as a strategic framework for designing HaH services suited to the context of private hospitals in Thailand.