Student Dissertation

Agency : Social Media, Internet, Hospital, Marketing; Hospital Marketing

Objective : The objectives of the study are as follows: 1. To assess the social media marketing platforms of Hinduja hospital. 2. To analyze social media outcomes across differentplatforms amongst the hospitals globally. 3. To study perception, attitude, behavior, and awareness regarding social media amongst the patients. 4. To study and suggest untapped avenues of social media that hospitals in India can indulge into.

Background : With 80% of the internet users currently searching for medical, health and product related information through cyber media, the importance of these powerful channels to engage interested stakeholders and groups in a meaningful dialogue on relevant products, services, and issues, has increased by manifold. Many global hospitals have realized the future potential of cyber connectivity, have already started experimenting with social media, which are indeed outstanding byproducts of a disruptive innovation of the millennium, called “internet”. In not too distant future, the hospital players are also expected to make the best use of social media not only to promote their products and services.

Methodology : Place of study: 450 bedded, P.D.Hinduja Hospital, Mumbai; Study area: Research design: Descriptive and Quantitative Data type: Primary and Secondary data has been collected in 3 month period. Method of data collection: The data will be collected through the primary and secondary sources. Primary data source-Questionnare; Secondary Data Source- All the hospitals website and all leading social media platforms. Study Population- The Study Population includes all the patients visiting the OPD section of the hospital for the time span of 1 month. Sample Size- The sample size for the study was 250 for which 423 people were questioned. Sampling Simple Random sampling was applied on the patients present in the OPD department of the hospital. Survey: The survey was carried out through personal interview.

Findings : Apollo hospital in India was identified as the most active hospital in India on all the social media platforms. Mayo clinic was identified as the most active hospital globally on all the social media platforms. A majority (63%) of patients were aware of the concept of social media marketing and 54% of them were in favor of social media as a hospital marketing tool. Awareness of social Media marketing amongst patients was significantly associated with different age group. Acceptance of social media marketing amongst patients was significantly associated with experience and qualification. Majority of patients use social media for leisure followed by healthcare information or education. Maximum number of patients want to know about any discount offers if the hospital is offering, followed by beneficial health related information.

Recommendations : The increasing positive response of the people especially in the young age group, makes social media a powerful marketing tool, which can be explored by the hospital industry. For the optimum use of this new, exciting medium, it is pertinent that the medical professionals be taken into confidence and their insecurities answered. Strict regulation of the content of such sites is mandatory to ensure maximal benefit to patients and doctors. Considering the reach of the so-called social media supermarket, one cannot ignore its potential to create awareness and influence consumer. It can also be used effectively where patient education plays an important role like health and nutrition, chronic diseases like diabetes, hypertension etc.


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