| Abstrakt: |
Social Media is becoming more utilized by hospitals and health care professionals and patients; from 2002 traditional media advertising has been replaced by digital media. Social media marketing is the use of social media platforms and websites to promote a product or service. Social media marketing is becoming more popular for both practitioners and researchers. Firms can allow customers and Internet users to post user-generated content that is online comments, product reviews, also known as "earned media," rather than use marketer-prepared advertising copy. This study focused on review of literature for measuring the effect of social media on hospital industry, barriers of social media marketing, uses of social media in hospital for patients and health care providers. It was a retrospective study. This Study attempted to check the strategies which can be implemented on social media in health care industry and a comparative Study was conducted on three corporate hospitals marketing practices on their official page of social media such as Facebook, twitter, and LinkedIn. From the comparative study the industrial gaps were found and analysed. The corporate hospital-Ashowed an average post of 4.2, Hospital B showed average post of 1.1 and Hospital C showed average post is 0.1 on daily basis on their official page. From the comparative study it was found that Hospital A was extremely active on their official page where they had posted theme based posts, videos and health education compared to Hospital-C. Hospital -B was moderately active on their official page compared to Hospital-C. Based on the gaps recommendations was given to Hospital-C were timely post, engaging with followers, targeting audience, responding to quarries,theme based post, health care tips post. [ABSTRACT FROM AUTHOR] |
