Doctor–patient relationship strength’s impact in an online healthcare community

Doctor–patient (D–P) interaction currently faces a set of challenges owing to a dearth in medical resources and related communication reasons. Healthcare information technology and associated systems, such as those supporting online healthcare communities (OHCs) that provide new platforms for information exchange and online communication, are expected to alter traditional D–P relationship models. Despite significant results from extant research indicating patient benefits, empirical research on OHC returns for physicians is lacking. This exploratory study examines the strength of the D–P relationship and its impacts on physicians' individual outcomes in an OHC. Guided by the social capital and social ties theories, and using a structural equation modeling (SEM) approach to study 339,010 instances of doctor–patient communication from 1430 physicians at The Good Doctor (www.Haodf.com), which is one of the largest Chinese OHCs, we found that weak ties can result in economic and social returns for doctors. However, further analysis has indicated that strong ties mediate the effect of weak ties, thus encouraging doctors to convert weak ties into strong ties by mobilizing their website settings to strengthen their relationships and, subsequently, to be better rewarded. Implications for research and practice on the development of healthcare information technology and associated systems are discussed.