Unit:
Κατεύθυνση Σχεδιασμός και Διοίκηση Υπηρεσιών ΥγείαςLibrary of the School of Health Sciences
Supervisors info:
Ιωάννης Πολλάλης, Καθηγητής, Τμήμα Οικονομικής Επιστήμης, ΠαΠει
Ιωάννης Τούντας, Καθηγητής, Τμήμα Ιατρικής, ΕΚΠΑ
Μαρία Κατζανού, Επίκουρος Καθηγήτρια Επιδημιολογίας, Τμήμα Ιατρικής, ΕΚΠΑ
Original Title:
Η χρήση των social media στο χώρο της υγείας
Translated title:
The use of social media in health care
Summary:
The purpose of this thesis was to examine in detail the role that Social Media play in healthcare, not only as a marketing tool, but as a tool for the practitioner and the consumer-patient, at a wider level. For this reason, the definition of marketing is analysed and then some new definitions which are derived from the development of technology and its application in the field of health. Hospital marketing, digital marketing and social media marketing are just some of the definitions we will analyse.
Moreover, the paper examines the types of Social Media used, the form they take, the content being published, and their exact use by healthcare professionals and consumers. A special mention is also made to the relationship they develop with each other, as well as to a very important group of users, the generation y or otherwise known as the millennials.
It is only natural that such sensitive issues as technology and health, when used together, to have an immediate impact on society. The positive and negative impact they may have is discussed in detail below.
For all the topics analysed in the present work, there are detailed examples included, so that the importance of the topic can be as comprehensible as possible.
Finally, the thesis concludes with a summary of the issues we explored, as well as a number of conclusions and future directions resulting from the extensive research that preceded it.
Main subject category:
Health Sciences
Keywords:
Social media, Social media marketing, Digital marketing, Health, Healthcare professionals, Patients, Hospital marketing, Medical marketing, Content published, Guidelines, E-health, Positive and negative impact of social media, Millennials, Content, Public health, Privacy, Prevention
