The importance of patient engagement and the use of Social Media marketing in healthcare

It is clear that both physicians and healthcare organizations have to adopt social media marketing in their daily practice in order to meet the needs of their customers.

Abstract

The research conducted took into account the individualities of the Greek environment and revealed that both physicians and healthcare organizations have to move forward in order to engage with their customers. There is also a clear need to measure the effectiveness of any such media marketing effort. Most adopters are not yet-taking maximum advantage of the technology. Social networks are prevalent and several paradigms support their adoption for marketing purposes in the sensitive healthcare domain. Even though the expectations are ambitious, there is a lot of work to do in Greece in order to achieve the desired outcome. An important finding is that patients' attitudes are, in general, differentiated from those of healthcare professionals. Even though the results of the present paper can be generalized, according to the statistical analysis performed, further research would be warranted to cover all possible participants in the healthcare chain. It is clear that both physicians and healthcare organizations have to adopt social media marketing in their daily practice in order to meet the needs of their customers. The present paper advances the current state of knowledge, as there is not any prior study on this field in Greece.