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

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.