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Social Media As A Market Communication Tool In Healthcare

Author

Listed:
  • 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)

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.

Suggested Citation

  • Peter Puhek & Milan Jur?e & Romana Korez-Vide, 2018. "Social Media As A Market Communication Tool In Healthcare," Proceedings of International Academic Conferences 8209167, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:8209167
    as

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    File URL: https://iises.net/proceedings/39th-international-academic-conference-amsterdam/table-of-content/detail?cid=82&iid=038&rid=9167
    File Function: First version, 2018
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    More about this item

    Keywords

    Market communication; social media; healthcare; health system; Slovenia;
    All these keywords.

    JEL classification:

    • H51 - Public Economics - - National Government Expenditures and Related Policies - - - Government Expenditures and Health
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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