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.
|Publication status||Published - 24 May 2016|
|Event||45th EMAC Annual Conference 2016: Marketing in the age of data - Oslo, Norway|
Duration: 24 May 2016 → 27 May 2016
Conference number: 45
|Conference||45th EMAC Annual Conference 2016|
|Abbreviated title||EMAC 2016|
|Period||24/05/16 → 27/05/16|
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.