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SOCIAL MEDIA AS A MARKET COMMUNICATION TOOL IN HEALTHCARE

Peter Puhek (peter.puhek@student.um.si), Milan Jur?e (milan.jurse@um.si) and Romana Korez-Vide (romana.korez@um.si)
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Peter Puhek: University of Maribor, Faculty of Economics and Business
Milan Jur?e: University of Maribor, Faculty of Economics and Business
Romana Korez-Vide: University of Maribor, Faculty of Economics and Business

No 8209167, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: Healthcare performance is strongly dependent on the health system and its efficiency. This paper discusses social media as a tool for higher effectiveness of communication among the key healthcare stakeholders ? patients and physicians ? in the period of digital society. Based on the findings of previous research and case study analysis on Slovenian healthcare context, the paper provides a framework of key motives, advantages, risks, personal attributes and contextual factors that influence the use of health-related social media. Together with the proposed key supportive mechanisms the framework is developed into a holistic conceptual model of market communication in healthcare via social media.

Keywords: Market communication; social media; healthcare; health system; Slovenia (search for similar items in EconPapers)
JEL-codes: H51 I18 M15 (search for similar items in EconPapers)
Pages: 22 pages
Date: 2018-07
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Published in Proceedings of the Proceedings of the 39th International Academic Conference, Amsterdam, Jul 2018, pages 168-189

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