社会化媒体
营销
客户参与度
市场调研
业务
数字营销
社会营销
可用性
医疗保健
过程(计算)
计算机科学
政治学
万维网
人机交互
操作系统
法学
作者
Chih‐Lung Hung,Jen‐Her Wu,Pei‐Yu Chen,Xiaoyu Xu,Wan‐Ling Hsu,Li‐Min Lin,Ming-Che Hsieh
标识
DOI:10.1016/j.ipm.2023.103379
摘要
Social media marketing can be an effective solution for healthcare organizations to build long-term relationships with patients. However, previous studies mainly focused on isolated aspects of social media marketing. This lack of integration has limited the development and adoption of social media marketing. This study proposes a social media marketing methodology (SMMM) that incorporates Kotler's 5A consumer experience path with the IDEA (identify, develop, engage, and assess) content marketing process and well-known social media design principles in providing marketing roadmap and content design guidance for implementing social media marketing. Two cases (one for a medical center with 56 posts reaching 101,342 potential clients and another for a postpartum nursing home with 52 posts reaching 61,245 potential clients) are used to examine and evaluate the usability of the methodology. The results show that the engagement rate in both cases is well above the average level in Taiwan, and all users have a positive response to the use of the methodology. These findings support that the methodology provides a nominal process model for implementing social media marketing, facilitates the design of post content, and enhances patient engagement with healthcare brands and services.
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