Purpose: The utilization of virtual agents, particularly chatbots, within healthcare and medical contexts is witnessing exponential growth owing to their capacity to provide comprehensive support to patients throughout their healthcare journey, by reshaping the healthcare business processes. Such transformation in healthcare service delivery processes is enabled by those digital entities able to offer a preliminary screening and consultation platform, facilitating patients’ interactions with real medical professionals. However, when redesigning processes through the integration of new technologies, particular attention to the reactions of end users cannot be neglected. Thus, the purpose of this paper is investigating how both chatbots' features and patients' individual differences may shape a redesigned/renewed service in the healthcare sector.

Design/methodology/approach: Through two experimental studies (Study 1 and Study 2), we examined the impact of chatbot tone of voice (formal vs unformal) on patients’ behavioral responses, particularly their intention to use.

Findings: Our investigation shed light on chatbots’ characteristics in terms of perceived warmth, denoting the friendliness and empathy conveyed by the chatbot, and competence, reflecting its effectiveness in addressing user queries or tasks, when used to reshape the service delivery process; Moreover, we also shed light on the moderating role of emotional receptivity seeking, indicating that the emotionality and non-verbal communication between doctor and patient, cannot be overlooked even in innovative digital environments.

Practical implications: Managers and marketers could leverage insights from this study to tailor chatbot interactions, optimizing tone of voice to enhance patient engagement and satisfaction. By focusing on perceived warmth and competence, they can design more effective digital health solutions. Additionally, recognizing the role of emotional receptivity can guide strategies for integrating chatbots in a way that maintains a human touch in patient communications.

Social implications: Findings importantly underscore the relevance of chatbot in improving patient care, making digital interactions more empathetic and responsive. This relevance extends to business process management by demonstrating how integrating emotionally intelligent chatbots may contribute to better service delivery on the basis of personalized and effective healthcare experiences.

Originality/value: The originality of this paper is about the relevance of considering chatbots’ and final users’ characteristics to strategically plan healthcare services process redesign. Indeed, it examines chatbots' perceived warmth and competence in reshaping service delivery processes. Additionally, it highlights the moderating role of emotional receptivity seeking, emphasizing the importance of emotional communication in digital healthcare environments. © 2025, Emerald Publishing Limited.