Document Type : Research Paper

Authors

• farzaneh koohi ¹
• seyedali rahmanzadeh ²
• Ali Asghar Kia ³
• seyedreza naghibulsadat ⁴

¹ Ph.D. in Communication Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran

² Associate Professor, Department of Social Communication Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran

³ Professor, Department of Journalism, Allameh Tabataba'i University, Tehran, Iran

⁴ Professor, Department of Communication Sciences, Allameh Tabataba'i University, Tehran, Iran

Abstract

The advancement of new technologies has established digital health as an effective strategy for enhancing health communication and service delivery. This study aims to identify the components of digital health within Iran's comprehensive health communication system, guided by Rogers's Diffusion of Innovation theory, and to analyze its current state in the country. The research employed a SWOT analysis, utilizing a purposive, non-probability sampling method to recruit experts in the fields of health and communication. The findings indicate that the presence of national health systems, the application of artificial intelligence, and citizen acceptance of online services are among the most significant strengths of digital health in Iran. Conversely, the absence of a comprehensive legal framework, a lack of system integration, and structural resistance to technological change represent the primary obstacles to the diffusion of this innovation. Furthermore, opportunities such as the growth of self-care applications and the expanding use of social media, alongside threats including the digital divide and cybersecurity risks, are decisive factors in the success of this transformation. Mapping the situation onto the five stages of Rogers's theory—knowledge, persuasion, decision, implementation, and confirmation—the results indicate that digital health in Iran remains in the early stages of adoption. To advance this process, it is imperative to formulate integrated policies, develop robust technological and security infrastructures, foster a culture of interdisciplinary collaboration, and provide targeted public information and education to promote digital health literacy.
Extended Abstract:
Introduction
Digital health represents a transformative approach within health communication, capable of enhancing the quality of health services and facilitating access to information. Despite recent progress, its implementation in Iran continues to face significant challenges. Furthermore, digital health has not been thoroughly examined within the framework of a comprehensive health communication system, resulting in an insufficient understanding of its constituent elements for improving interaction among patients, providers, researchers, and policymakers. This knowledge gap hinders the full utilization of technological potential for advancing public health and underscores the critical need for comprehensive research in this domain.
Therefore, this study was conducted to identify the constituent elements and components of digital health within Iran's comprehensive health communication system. The findings are positioned to enhance health communication, facilitate stakeholder interaction, and guide the transition from the current state to the desired future of digital health in Iran.
In this context, analyzing the stages of innovation adoption within a society—specifically, how individuals gain knowledge of a technology, are persuaded to use it, decide to adopt it, implement it, and confirm its ongoing use—can play a critical role in understanding and enhancing the acceptance of digital health.
Previous studies have demonstrated the significant efficacy of information and communication technology (ICT) in healthcare delivery and health education. International research further corroborates that the strategic development of social media and digital tools can enhance access, participation, and the overall quality of health services. However, the absence of comprehensive infrastructure and a persistent reliance on traditional processes remain significant barriers to the widespread adoption of digital health.
Methodology
This study employed a SWOT analysis, utilizing a purposive sampling method to select experts from the fields of health and communication. Data analysis was conducted using SPSS software. The primary research question guiding this investigation is: "What are the key elements and components of digital health within a comprehensive health communication system?" A gap analysis technique was applied to assess the disparity between the current and desired states of digital health, thereby informing the strategic requirements for achieving the desired outcome. The study's statistical population consisted of experts with scientific and professional backgrounds in communication, media, and the health system.
Discussion and Results
The results indicated that the principal strengths include the existence of national digital health systems, the application of artificial intelligence, growing public acceptance of online services, and the production of digital educational content. Major weaknesses encompass the absence of a comprehensive legal framework, a lack of systemic integration, structural resistance to change, and underdeveloped communication infrastructure. Key opportunities involve the expansion of self-care applications and the strategic use of social media, while significant threats consist of the digital divide and cybersecurity risks. An analysis based on Rogers's Diffusion of Innovation theory reveals that digital health in Iran is primarily in the knowledge and persuasion stages. Transitioning to the decision, implementation, and confirmation stages necessitates integrated policymaking, robust infrastructure development, and the promotion of digital health literacy.
Conclusion
Digital health in Iran possesses significant potential; however, its full realization requires the removal of persistent legal, managerial, and infrastructural barriers. Proposed strategies to this end include establishing a comprehensive legal framework, strengthening technological and cybersecurity infrastructures, promoting digital health literacy, and fostering active citizen participation. The effective implementation of these strategies is essential for improving stakeholder interaction and achieving a sustainable and efficient digital health ecosystem in Iran.

Keywords

• Digital Health
• Comprehensive Health Communication System
• Diffusion of Innovation
• Digital Health Literacy

Main Subjects

• Platforms and Cyberspace