Εφαρμογή του social media marketing στον χώρο της υγείας
Implementation of social media marketing in healthcare industry
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Keywords
Social media ; Social media marketing ; Υγεία ; Επαγγελματίες υγείας ; ΑσθενείςAbstract
The objective of this postgraduate dissertation was to examine the intentions, attitudes and barriers to consumers to use Social Media to communicate with healthcare professionals in Greece. For these purposes, questionnaires were distributed to a sample of 123 patients, online. The results of the investigation showed that although the use of Social networking sites is particularly widespread in our country, their use to communicate with health care professionals is not. It would appear that the Social Media is primarily a "more visionary outlook on" image of users which is not compatible with the disclosure of medical problems. The main obstacles to the use of Social Media for medical purposes are as follows:
a. incomplete fuse on the protection of personal data,
b. low quality of medical information circulating in the Social Media,
c. information overload on medical matters and
d. non-compliance with the confidentiality of medical information. In contrast, patients not experiencing technical problems of access to Social Media (Internet access, knowledge, etc.).
Finally, the impact of demographic characteristics of Greek patients in shaping attitudes toward the use of Social Media for medical purposes, it was found that is limited, confirming the findings contained in the international literature and practice
Postgraduate Studies Programme
Οικονομικά και Διοίκηση της ΥγείαςDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςNumber of pages
103Language
GreekCollections
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Attribution-NonCommercial-NoDerivatives 4.0 Διεθνές
Attribution-NonCommercial-NoDerivatives 4.0 Διεθνές