| Popis: |
The topic of the paper is the role and communication potential of social networks in the personal branding of leaders in the health sector (medical doctors) in the Republic of Croatia. The change in the communication paradigm due to digitization has enabled an individual to turn from an object that the media writes about into a subject that creates content, as well as the medium that distributes that content. Hence, the importance of analysing the impact of communication skills of individuals is growing, as well as relations with the media in general. The research was conducted through a quantitative survey among medical doctors of different specialisations who work in different institutions in the Republic of Croatia. The main goal of the research was to investigate the role of social networks in the personal branding of medical doctors through the attitudes, opinions and experiences of medical doctors in the Republic of Croatia. Four secondary objectives emerged from the main objective: (1) to determine how important media relations and communication skills are in their professional career, (2) to determine if doctors have profiles on social networks and on which the most ; (3) to identify who manages the profiles of medical doctors on social networks and the frequency in which the respondents update their profiles, and (4) to determine the purpose of using social networks, by identifying the ways in which social networks have so far helped the respondents, namely in their work and in personal branding. The results show that leaders in the health sector in the Republic of Croatia consider LinkedIn to be the most useful social network and that they are aware of the importance of using social networks, but in practice, they rarely update them, they are not educated for it, and they mostly do not use the help of communication experts. |
