社交媒体如何与临床预约相关:定量分析
Yehong Zhong1, Binghang Li2, Hengyuan Ma2
1Department of Craniomaxillofacial Surgery, Plastic Surgery Hospital, Chinese Academy of Medical Sciences, Peking Union Medical College.
The Journal of craniofacial surgery
|November 13, 2023
概括
社交媒体对整形外科医生的预约产生了积极的影响,特别是对年轻的医生来说. 然而,传统的声誉和口碑仍然对职业发展至关重要,社交媒体的好处停滞在5万左右的追随者.
科学领域:
- 医疗实践管理 医疗实践管理
- 医疗保健中的数字营销
- 手术品牌是指手术品牌的使用.
背景情况:
- 社交媒体越来越多地成为整形外科医生的专业实践的一部分.
- 社交媒体的存在程度,特别是追随者数量,与临床预约量和实践品牌的相关性尚未完全理解.
研究的目的:
- 量化评估社交媒体参与度 (追随者数) 与整形外科医生的临床预约数量之间的相关性.
- 优化社交媒体平台的使用,以促进整形外科医生品牌化和患者获取.
主要方法:
- 分析了105名整形外科医生的队列,按专业头分类.
- 关于追随者数量和诊所预约的数据是从WEIBO平台收集的.
- 进行了相关性和回归分析,以确定社交媒体指标与约会量之间的关系.
主要成果:
- 62%的受访外科医生使用社交媒体;38%没有.
- 在社交媒体用户的追随者数和诊所预约之间观察到正相关性 (Pearson的r = 0.266).
- 没有社交媒体的高级外科医生比使用社交媒体的年轻外科医生有显著更多的门诊咨询 (P <0.05).
- 回归模型表明,社交媒体对约会有积极的影响 (R2 = 0.270,P = 0.023),其好处和了大约50,000名追随者.
结论:
- 社交媒体对整形外科医生的诊所预约产生了积极的影响,年轻的外科医生显示出最大的好处.
- 传统的品牌元素,如声誉,学术成就和口碑,对于职业发展至关重要.
- 社交媒体对实践推广的有效性似乎停滞不前,这表明需要战略性利用,而不是仅仅是追随者积累.
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