Reprogramming healthcare digitally – a longitudinal case study of organisational transformation

Purpose The article investigates the organisational transformation of a healthcare service provider due to the introduction of digital technology. Using social systems theory, it focusses on programmes setting the premises of decision communication as a constitutive element of the organisation. In doing so, it aims to give insight into changing approaches to healthcare over time. Design/methodology/approach The article reports findings from a longitudinal case study, conducted on a healthcare service provider that moved from traditional physiotherapy to the production of online content, collaborations with corporate partners and use of data analytics. It uses narrative analysis to identify four significant episodes of change. Findings As the organisation changed over time, decision communication on healthcare shifted from a therapeutic focus to general fitness, prevention and couplings of different contributions to health risk management in general. Media and economy as functional systems in society played different roles in this change. Analytics strengthened the observer perspective in decision communication. Originality/value The article addresses communication constituting organisation on the specific subject of healthcare, which is approached as an operationally closed function system in society. Programming in healthcare is therefore different from programming in economy, science, etc., which is documented by the findings presented here.