The efficacy of the Internet and Social Media as Medical Marketing Tools

Efthymios Constantinides, Kalipso Karantinou, Maria Alexiou, Athanasia Vlachaki

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Abstract

The role and efficacy of online marketing in healthcare remains underexplored. The present study, focusing on one medical specialty, investigates the perceived role of the Internet and social media as marketing tools from the perspectives of both healthcare providers and patients. It assesses their role as communication and customer acquisition channels and identifies differences in perceptions between providers and patients. The findings suggest that the role of the Internet and social media as patient acquisition channels is limited but presence of healthcare providers in these channels is considered as important for reassuring customers. The results indicate that the online presence of healthcare providers in a web site is considered as a given fact by patients (a hygienic factor in Herzberg's terminology) while the presence in social media has a reinforcing impact (a motivating factor in Herzberg’s terminology) with important effect on trust and long-term relationships.
Original languageEnglish
Publication statusPublished - 24 May 2016
Event45th EMAC Annual Conference 2016: Marketing in the age of data - Oslo, Norway
Duration: 24 May 201627 May 2016
Conference number: 45
http://emac2016.emac-online.org/emac2016.org/index.html

Conference

Conference45th EMAC Annual Conference 2016
Abbreviated titleEMAC 2016
CountryNorway
CityOslo
Period24/05/1627/05/16
Internet address

Keywords

  • IR-100330
  • METIS-316593

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    Constantinides, E., Karantinou, K., Alexiou, M., & Vlachaki, A. (2016). The efficacy of the Internet and Social Media as Medical Marketing Tools. Paper presented at 45th EMAC Annual Conference 2016, Oslo, Norway.