Digital patient journey in medical tourism: experiences from Ukraine in a global context

Aim: The aim of this study is to analyse the digital patient journey in medical tourism, with a particular focus on Ukraine’s experience under conditions of military challenges and global crises. The study examines how digital tools support inclusivity, accessibility, continuity of care, and patient trust, with special attention to rehabilitation services and vulnerable patient groups affected by war. Methods: The study employs a mixed-methods approach combining a review of scientific literature with empirical research and modelling of the digital patient journey. Primary data were collected through an online survey of 150 healthcare consumers and semi-structured interviews with 15 experts representing medical institutions involved in medical tourism. Quantitative and qualitative analyses were used to examine patient experience, inclusivity barriers, and the role of digital services. Results: The results indicate that key stages of the digital patient journey include online information search and clinic selection, remote consultations, digital support for travel and treatment organization, and post-treatment follow-up and rehabilitation. Ukrainian clinics actively implement CRM systems, telemedicine solutions, and digital communication tools, enabling continuous patient engagement even during crisis conditions. At the same time, significant barriers were identified, including limited inclusiveness of digital services, data security concerns, uneven digital literacy, and infrastructural constraints. Based on the findings, a conceptual model of the digital patient journey integrating service quality, inclusivity, and AI-supported personalization was developed. Conclusions: The findings demonstrate that the digital patient journey is becoming critically important for the development of medical tourism under conditions of global uncertainty. The integration of digital tools with inclusive and patient-centred approaches enhances the resilience of medical services, strengthens patient trust, and provides competitive advantages for medical institutions. The proposed model may be useful for countries experiencing military conflicts or systemic crises and contributes to the broader development of digital and inclusive healthcare.