Sosyal medyanın özel hastanelerin rekabet gücünü arttırmadaki önemi
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Date
2016
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Publisher
İstanbul Beykent Üniversitesi
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info:eu-repo/semantics/openAccess
Abstract
Özel sağlık kurumları, sağlık hizmeti satın alma ihtiyacı bulunan bireylerin tercih ettikleri kurum olabilmek için çeşitli tanıtım faaliyetleri yürütmek durumundadırlar. Tanıtım faaliyetlerinin yürütülme alanı bireylerin en çok kullandığı ve vakit geçirdikleri internet siteleri, sosyal medya platformları olmaktadır. Bu çalışmada, bireylerin sağlık hizmeti almak için tercih ettiği özel sağlık kurumlarının seçiminde sosyal medyayı kullanma durumlarını belirlemek amaçlanmıştır. Araştırmada öncelikle rekabet kavramı, rekabeti etkileyen faktörler, rekabet stratejileri, hizmet sektöründe pazarlama ve sağlık hizmetlerinde rekabet kavramları hakkında literatür araştırmalarına yer verildikten sonra devamında sağlık sektöründe günümüz rekabet kriterlerinden biri olan sosyal medyanın genel tanımı, sosyal medya araçları, sosyal medyanın sağlık sektöründe kullanımı, sosyal medya da tüketici davranışları konu başlıkları incelenmiştir. Araştırmanın son bölümünde ise sosyal medyanın özel hastanelerin rekabet gücünü arttırmadaki önemini belirlemek için İstanbul Anadolu güney bölgesindeki çalışmaya katılmayı kabul eden iki özel hastanede sağlık hizmeti almak için gelen hastalara anket uygulanmış ve bu anketlerin analizi sonucunda sosyal medyanın özel hastane seçiminde sağlık kurumlarının rekabet sürecinde önemli bir etkisi olduğu belirlenmiştir.
In order to be one of the preferred private health care center, most institutions are obliged to carry out promotional activities to beat out their competitors. What better method to advertise these activities than through the use of social media. This study was conducted in order to determine the social media usage of the individuals who receive healthcare services in preferred private institutions. The first concepts that were analyzed prior to research were; the study of the competition, factors affecting competition and competition strategies, followed by the studying of related literature in todays's healthcare industry. The rest of the research was done by looking over the leading factors to the general use, tools, contributions of social media for the health sector and social consumer behaviour. The last part of the research was a survey based whether or not participants felt that it is important to use social media networking to increase the popularity and competitiveness of an institution. The questionnaires were answered by participating patients in two different private hospitals located in the Anatolian region of Istanbul. The results of the questionnaires indicated that social media indeed had played a significant role in the competiveness of private healthcare organizations.
In order to be one of the preferred private health care center, most institutions are obliged to carry out promotional activities to beat out their competitors. What better method to advertise these activities than through the use of social media. This study was conducted in order to determine the social media usage of the individuals who receive healthcare services in preferred private institutions. The first concepts that were analyzed prior to research were; the study of the competition, factors affecting competition and competition strategies, followed by the studying of related literature in todays's healthcare industry. The rest of the research was done by looking over the leading factors to the general use, tools, contributions of social media for the health sector and social consumer behaviour. The last part of the research was a survey based whether or not participants felt that it is important to use social media networking to increase the popularity and competitiveness of an institution. The questionnaires were answered by participating patients in two different private hospitals located in the Anatolian region of Istanbul. The results of the questionnaires indicated that social media indeed had played a significant role in the competiveness of private healthcare organizations.
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Keywords
Hastaneler, Hospitals, Sağlık Kurumları Yönetimi
