Phd in COMMUNICATION, SOCIAL RESEARCH AND MARKETING

Thesis title: Governare l'innovazione tecnologica in sanità: verso un paradigma Patient-Centered per la Silver Economy

The ageing population and the rapid spread of new technologies are redefining the healthcare market, establishing the Silver Economy as a domain of crucial interest for marketing. Although the potential of emerging technologies is vast, their effective integration into care pathways for the elderly remains limited. The existing literature is fragmented, with studies often focusing on technical aspects or socio-psychological barriers, yet failing to provide a comprehensive overview useful for healthcare marketing. This research aims to bridge this gap by investigating the factors that influence the adoption and integration of digital technologies to enhance the patient-consumer experience. To achieve this objective, a multi-method research approach was adopted, combining a systematic literature review, a quantitative study with multiple regression analysis, and a qualitative study involving semi-structured interviews and focus groups. The results reveal a natural market segmentation based on generational cohorts, with heterogeneous needs and drivers of acceptance. User experience and trust emerge as critical determinants of adoption behaviour, on par with perceived usefulness. Furthermore, the analysis of the Patient Journey demonstrates that the effectiveness of technologies is maximised when they function as experiential touchpoints during the treatment and monitoring phases, positively influencing engagement and adherence to the therapeutic pathway. In conclusion, this study demonstrates that the success of technological innovation in healthcare is not merely a matter of technical performance, but requires a nuanced understanding of demand, careful design of the user experience, and an implementation logic that accounts for the care pathway. The research thus provides empirical evidence and operational guidance for managers, marketers, and policymakers, contributing to the direction of technological investments towards more inclusive, effective, and sustainable solutions over time for the growing elderly population.