THE IMPACT OF WORKFLOW DIGITALIZATION ON PHYSICIANS’ PROFESSIONAL CULTURE

Abstract

Purpose. To provide a theoretical explanation of how workflow digitalization affects physicians' professional culture, systematize the principal directions of its transformation, and identify the organizational conditions required for the human-centered implementation of digital technologies in medical practice. Design/methodology/approach. The study is theoretical and conceptual and is based on an integrative review of research on medical professionalism, professional identity, digital transformation in healthcare, electronic health records, telemedicine, artificial intelligence, and professional autonomy. Terminological and comparative analysis, thematic grouping, classification, theoretical synthesis, and conceptual modeling were employed. Findings. The findings suggest that digital technologies influence physicians’ professional culture indirectly through changes in documentation, communication, clinical decision-making, and the organization of professional work. Six interrelated directions of professional culture transformation are identified: values and ethics, professional competence, communication, behavioral norms, professional identity and roles, and organizational interaction. A conceptual model and three scenarios of cultural transformation—human-centered, adaptive, and technocratic—are proposed. The human-centered scenario preserves professional judgment and supports partnership with patients, whereas the technocratic scenario increases the risks of formalization, digital overload, reduced autonomy, and professional alienation. Usability, technical support, physician participation, data protection, leadership style, and the flexibility of digital procedures are identified as important organizational moderators. Practical implications. The findings can support healthcare managers in evaluating digital solutions, planning physician training, and safeguarding professional autonomy, responsibility, well-being, and the quality of physician–patient interaction. The model can also guide the assessment of cultural consequences before and after the implementation of digital systems. Originality/value. The study integrates technological, professional, and organizational levels of analysis and demonstrates how different implementation approaches shape the cultural direction of digital transformation. Research limitations. The proposed model is conceptual and requires empirical validation across different types of healthcare institutions, national healthcare systems, and medical specialties. Paper type. Conceptual paper.