Healthcare and Digital Sensitivity in Tier 1 and Tier 2 Cities of India

Swati Kulkarni () and Jharna Lulla ()
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Swati Kulkarni: SIES School of Business Studies, Associate Professor, Department of Management
Jharna Lulla: SIES School of Business Studies, Assistant Professor, Department of Management

A chapter in Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025), 2026, pp 166-182 from Springer

Abstract: Abstract The increasing integration of digital healthcare solutions in India, including telemedicine, electronic health records (EHRs), and mobile health applications, has redefined patient care. However, issues surrounding digital sensitivity, particularly data privacy and cybersecurity, remain a major concern, especially across Tier 1 and Tier 2 cities. This study examines the levels of awareness, trust, and adoption of digital healthcare services among 230 participants and 25 industry experts through a mixed- method research approach. For the qualitative component, 25 expert interviews were conducted. This number was chosen based on the principle of thematic saturation, which refers to the point at which no new themes or insights emerge from additional interviews. Guest, Bunce, and Johnson (2006) suggest that saturation typically occurs within the first 12–24 interviews in homogeneous groups. In this study, the sample included healthcare professionals, digital health administrators, and cybersecurity experts, providing diverse and sufficiently rich perspectives to support triangulation with the quantitative data. Quantitative analysis was conducted using descriptive statistics, chi-square tests, exploratory factor analysis, and regression modelling, using IBM SPSS version 28 while thematic analysis provided deeper qualitative insights. Results indicate that while awareness is moderately high, trust levels are neutral to low, primarily influenced by concerns regarding data privacy and regulatory assurances. Key factors driving trust include personal privacy concerns and transparency in data handling. The study proposes actionable strategies such as strengthening data protection frameworks and launching targeted awareness campaigns. These findings provide critical implications for policymakers, healthcare providers, and technology developers aiming to foster a secure and inclusive digital healthcare ecosystem in emerging markets.

Keywords: Digital Sensitivity; Tier 1 and Tier 2 Cities; Digital Health Adoption; Healthcare (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-608-1_10

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