Attitudes, Preferences and Usage Behavior of the Population Regarding Social Media Pages of Hospitals - Results of a Quantitative Survey in the DACH Region (Germany, Austria, Switzerland)

Beier, Michael; Früh, Sebastian

doi:10.2139/ssrn.3840512

Cited by 2 publications

(2 citation statements)

References 43 publications

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“…Hospitals can use platforms like LinkedIn, Glassdoor, and Instagram to showcase their workplace culture, highlight employee success stories, and engage with potential candidates. By leveraging these platforms effectively, hospitals can create a strong online presence that reflects their brand values and attracts top talent (36,37).…”

Section: Figurementioning

confidence: 99%

The Employer's Brand Utilization for Attracting and Retaining of Healthcare Professionals by Private Hospitals in Tehran

Al¹

2023

RLJ

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Background: Private hospitals in Tehran can build a strong employer brand by partnering with educational institutions, investing in employee engagement, and regularly evaluating their strategy. Internship and residency programs can provide students with hands-on experience and future employment opportunities. Employee appreciation events, performance-based bonuses, and career advancement opportunities can create a sense of loyalty among the workforce. Regularly refining the employer brand strategy through feedback and data analysis can help attract top talent and improve patient care. Methods: This descriptive study investigated the level of employer branding implementation and the main factors in retaining and attracting healthcare professionals in private hospitals from the perspective of managers. The data was collected through a questionnaire and face-to-face interviews with HR managers or senior executives responsible for HR management. The study found that private hospitals in Tehran can improve their employer branding by partnering with educational institutions, investing in employee engagement, and regularly evaluating their strategy. The evaluation provided valuable insights into the current state of employer branding practices and recommendations for improvement. These insights can help hospitals attract and retain top talent in the highly competitive healthcare industry. Results: All studies private hospitals managers (n: 11, 100%) were familiar with employer branding strategy to attract and retain healthcare professionals. From managers’’ point of view, sufficient income, discipline, and flexible working time were the main factors can help to attracting and retaining healthcare professions in their hospitals. Moreover, access to cutting-edge diagnostic and therapeutic technologies was another important factor in this way. They encounter different challenges such as a shortage of skilled workers and high turnover rates. Some hospitals have implemented initiatives to support their staff, but most lack a clear understanding of the importance of employer branding. To overcome these challenges, hospitals can invest in employee engagement, partner with educational institutions, and evaluate their branding strategy regularly. This can help build a strong employer brand that attracts top talent and improves patient care. Conclusions: Private hospitals in Tehran were familiar with employer branding strategy to attract and retain healthcare professionals. They face challenges such as a shortage of skilled workers, high turnover rates, and intense competition. To overcome these challenges, hospitals can invest in employee engagement initiatives, partner with educational institutions, and regularly evaluate their branding strategy.

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Section: Figurementioning

confidence: 99%

The Employer's Brand Utilization for Attracting and Retaining of Healthcare Professionals by Private Hospitals in Tehran

Al¹

2023

RLJ

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“…Ancak, çalışmada kamu hastanelerinin Instagram gönderilerini salgın iletişimi üzerine yoğunlaştırarak; sağlık iletişimi faaliyetleri içerisinde önem taşıyan sağlıklı yaşam, sağlık personeli ile ilgili bilgilendirme, farklı hastalıklar/tedavileri gibi konularla birlikte kurumsal kimliğin inşasına yönelik kısıtlı ileti ürettikleri ve bu iki kuruluşun mecrada paylaştıkları içeriklerin sayısının düşük olduğunun saptanması, sağlık kuruluşları için dijital kamusal alanda görünürlüğün bir zorunluluk haline gelmesi ve kamu hastanelerinin de hem hasta hem de farklı paydaş grupların artan talepleri doğrultusunda sosyal medya mecralarını aktif ve çok boyutlu kullanmasının (Beier & Früh, 2021), bir zorunluluk haline geldiği düşünüldüğünde; kamu hastanelerinin stratejik sağlık iletişimi faaliyetleri ve Sağlık 2.0 sistemine geçiş açısından bir eksiklik oluşturmaktadır. Dünya Sağlık Örgütü'nün Dijital Sağlık Toplantısı'nda üye devletlerin uluslararası sağlık amaçları ve evrensel sağlık hedeflerine ulaşılması için dijital teknolojilerin kullanımının önemini kabul etmesi (WHO, 2019) ve Eurostat (2020) verilerine göre, 16-74 yaş arası yurttaşların sosyal medyanın da gelişimi ile birlikte, sağlıklı yaşam, beslenme, hastalıklar ve tedaviler gibi farklı konularda İnternet üzerinden bilgi arama oranının yüksekliği düşünüldüğünde, İstanbul Tıp Fakültesi (Çapa) ve İstanbul Üniversitesi Cerrahpaşa Tıp Fakültesi Hastanelerinin sağlık iletişimini etkileşimli ve sürekli bir hale getirmesi için, mecrayı daha etkin kullanmasının önemi ortaya çıkmaktadır.…”

Section: Sonuçunclassified

COVID-19 Pandemisi Sürecinde Kamu Hastanelerinin ve Özel Hastanelerin Instagram’da Dijital Sağlık İletişimi Çalışmaları Üzerine Bir İçerik Analizi

Dondurucu

URAN²

2022

Intermedia International E-Journal

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In this study, during the Covid-19 epidemic; It is aimed to comparatively analyze the health communication activities of the examined public and state hospitals on Instagram and the hospitals’ posts interaction level. The official Instagram accounts of Medipol Health Group as a private hospital which is owned by private institution, Yeditepe University hospital as a foundation based private hospital, Istanbul University Cerrahpaşa and Istanbul University Faculty of Medicine (Çapa) hospitals as university hospitals that are subgroup of public hospitals according to ownership based hospital classification are included in the sample. The period of the research was limited to the date of 11 March 2020, when the first Covid-19 case was announced in Turkey, and 1 June 2020, when the Ministry of Internal Affairs published the new normalization circular. The reasons for these limitations in the analysis are the intense use of Instagram in Turkey, its suitability for giving health messages due to its audio-visual features, its power to create interaction, and the high perception of risk and uncertainty in the first period of the pandemic and the increase in the public's orientation towards health communication. In this context, the Instagram posts of the relevant hospitals were analyzed according to health communication topics, the sub-topics related to the epidemic, the tone, the source, the formal structure of the message, the message connotations categories with qualitative and quantitative content analysis technique. These categories were formed on the basis of the variables in Bulunmaz (2019), Shih, Wijaya, Brossard (2008), Liu & Kim (2011), Mutua & Oloo Ong’ong (2020), Aufa, Sulistiadi& Djawas (2020), and Ersan ve Avşar (2020)’s studies about Covid-19 and health communication. As a result of the analysis, it has been determined that all of the health institutions shared posts about the Covid-19 epidemic at varying levels on Instagram, but the contents differ in terms of message connotations, source, subject, topics related to the epidemic, source and level of interaction. In addition, an important finding that is reached in the study is the determination that public hospitals use the medium both quantitatively and qualitatively in one dimension, although private hospitals produce contents for different health communication areas together with the content related to the epidemic. When the data about health communication activities related to epidemic, it is seen that all the relevant health institutions share content to prevent the transmission of the disease, the health system and the staff the competence themed contents are at a higher level on the Instagram pages of public hospitals and the virus symptoms and vital risk factors themed contents are at a higher level on the Instagram pages of private hospitals. As a result of the analysis, it is determined that the institution with the highest level of like, view and comment interaction is Medipol Health Group; and the lowest institution is Yeditepe University Hospital on Instagram. In addition, it has been determined that the Instagram posts of Istanbul University Faculty of Medicine and Istanbul University Cerrahpaşa Faculty of Medicine create a high level of interaction, although the number of posts is low.

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Attitudes, Preferences and Usage Behavior of the Population Regarding Social Media Pages of Hospitals - Results of a Quantitative Survey in the DACH Region (Germany, Austria, Switzerland)

Cited by 2 publications

References 43 publications

The Employer's Brand Utilization for Attracting and Retaining of Healthcare Professionals by Private Hospitals in Tehran

The Employer's Brand Utilization for Attracting and Retaining of Healthcare Professionals by Private Hospitals in Tehran

COVID-19 Pandemisi Sürecinde Kamu Hastanelerinin ve Özel Hastanelerin Instagram’da Dijital Sağlık İletişimi Çalışmaları Üzerine Bir İçerik Analizi

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