社交网络对寻找和选择医疗保健专业人员的影响
Letícia Miquelitto Gasparoni1, Vinícius Neves Marcos2, Cláudio Mendes Pannuti3
1Universidade Federal de Juiz de Fora - UFJF, School of Dentistry, Department of Dental Clinic, Juiz de Fora, MG, Brazil.
社交网络显著影响人们如何找到和选择医疗保健专业人员. 虽然个人推仍然是关键,但像Instagram这样的平台越来越多地用于医疗保健提供者的搜索.
科学领域:
- 医疗市场营销 医疗市场营销
- 数字健康数字健康
- 患者行为 患者行为
背景情况:
- 社交网络正在发展成为影响各种行业的营销工具.
- 医疗保健行业越来越多地参与在线平台.
- 了解患者的在线行为对医疗保健提供者至关重要.
研究的目的:
- 分析社交网络对寻找和选择医疗保健专业人员的影响.
- 确定医疗保健搜索中使用最多的社交媒体平台.
- 确定医疗保健内容创作者所重视的特征.
主要方法:
- 一个描述性研究,使用调查和结构化问卷.
- 采用了非概率的方便性和雪球采样.
- 对268名参与者的答案进行了定量数据分析.
主要成果:
- 个人推是寻找医疗保健专业人员的主要方法,其次是社交网络.
- Instagram是医疗保健搜索中使用最多的社交媒体平台.
- 可靠性,专业知识和清晰的沟通是医疗保健内容创作者的主要属性.
结论:
- 社交网络在患者寻找和选择医疗服务提供者的过程中发挥着重要作用.
- 有针对性的社交媒体广告可以有效地吸引新患者.
- 可靠,专业,沟通清晰的内容创作者受到寻求健康信息的用户的高度重视.
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