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Social media as a market communication tool in healthcare [Elektronski vir]Puhek, Peter, 1982- ; Jurše, Milan ; Korez-Vide, RomanaHealthcare performance is strongly dependent on the health system and its efficiency. This paper discusses social media as a tool for higher effectiveness of communication among the key healthcare ... stakeholders - patients and physicians - in the period of digital society. Based on the findings of previous research and case study analysis on Slovenian healthcare context, the paper provides a framework of key motives, advantages, risks, personal attributes and contextual factors that influence the use of health-related social media. Together with the proposed key supportive mechanisms the framework is developed into a holistic conceptual model of market communication in healthcare via social media.Source: Proceedings of the 39th International Academic Conference, 19 - 22 June 2018, Amsterdam [Elektronski vir] (Str. 168-189)Type of material - conference contributionPublish date - 2018Language - englishCOBISS.SI-ID - 13069084
Author
Puhek, Peter, 1982- |
Jurše, Milan |
Korez-Vide, Romana
Topics
zdravstvo |
mednarodna trgovina |
trženje |
komunikacijska tehnologija |
strategija trženja
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Puhek, Peter, 1982- | |
Jurše, Milan | 04487 |
Korez-Vide, Romana | 19107 |
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and: SICRIS
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