مرکز منطقه ای اطلاع رساني علوم و فناوري - SOCIAL MEDIA USAGE LEVEL IN THE CHOICE OF HOSPITAL AND DOCTORS: ANKARA CASE STUDY

Abstract :

Rapid developments in information and internet technologies made their usage common at every stage of our lives. In parallel to these developments, social media is so-called as an interactive environment, which brings technological development with the consumer’ feelings, thoughts, ideas and information, has taken part in the world of internet. In daily life, consumers who spend most of their times on internet take the advantage of using variety of social media tools in their purchasing process about products, brands or company information without any restrictions in regard with time and place, also positive or negative experiences could be easily shared with the social environment. As in all areas, in health care services both consumers and businesses benefit from social media. In this study, survey method was used as data collection tool in order to define the usage status of social media in choosing doctor, dentists and hospitals. The research is conducted in the province of Ankara and 418 people were reached in order to define the usage status of social media in choosing doctor, dentist and hospital by using survey method as data collection tool with in the study. Research results showed that social media is widely used in choosing doctor, dentists and hospitals. % 29,9 of the individuals who take part in the survey informed that they use social media in while making a decision to choose a doctor. Once the participants who mentioned that sometimes they use social media in order to choose a doctor added, this ratio becomes %52,4. Social media usage ratio while choosing hospital and dentist is % 22 and %29,4. Research results showed that social media is an effective channel in healthcare purchase behavior.