Patient-Centered Healthcare Marketing: The Impact of Physicians’ Proactive Knowledge Contribution on Patients’ Paid Consultation

This study uses the Information Systems Success Model (ISSM) to explore the impact of doctors' proactive knowledge contribution, specifically through health article publication, on patient selection. By analyzing panel data from a Chinese health platform and employing the PSM-DID method, it finds that each article increases patient consultations by 0.87 on average, with reposted, paid, and video articles showing higher conversion rates. While doctors with higher titles experience diminishing returns, a strong online reputation positively influences patient engagement, offering strategies to optimize online health platforms and improve patient decision-making.