Abstract

Healthcare emphasizes the importance to treat each healthcare user as a unique individual. This paper reports a case study, where we asked healthcare professionals to rationalize their work practices and the role of information technology (IT) once they meet with a healthcare user seeking for help. In the interviews with the healthcare professionals, aspects of personalization elements emerged without being prompted. We analyzed these emerging elements and categorized them thematically to provide insights to the technology-driven field of personalization with a service-level perspective. Our results provide understanding that can be used in the design of IT solutions that can support personalization of services in healthcare.