의료관광 활성화를 위한 소비자 대상 직접시행 헬스케어서비스 확산에 대한 인과구조 분석

Abstract

The purpose of this study is to explore the diffusion of Direct-To-Consumer (DTC) Healthcare services, such as genetic testing. To do this, we looked for causal relationships of factors that could affect the diffusion of DTC healthcare service by referring to several extensions derived from a Bass diffusion model. With a developed causal loop diagram, system dynamics analysis revealed R&D investment as a pivotal factor in strengthening DTC healthcare service diffusion. These insights assist in guiding strategic investment decisions and in supporting policy establishment. Furthermore, the diffusion of DTC healthcare services can be extended to medical tourism by utilizing personalized health information generated through DTC services, which may stimulate demand for integrated wellness and healthcare travel. The findings provide actionable insights for designing effective investment strategies, fostering collaborative innovation ecosystems, and informing policy interventions that support sustainable diffusion of DTC healthcare services.