The Role of Social Media for the Physicians and Hospitals to Improve Consumer Engagement: A Systematic Review

Nadya Aviliyani Taufik, Wahyu Sulistiadi

Hospital Administration Program, Faculty of Public of Health, Universitas Indonesia

ABSTRACT

Background: Social media are dynamic and interactive computer-mediated communication tools that have high penetration rates in the general population in high-income and middle-income countries. However, in medicine and health care, a large number of stakeholders such as physicians and hospitals are unaware of social media’s relevance, potential applications in their day-to-day activities, as well as the inherent risks and how these may be attenuated and mitigated. This study aimed to review systematically the role of social media for the physicians and hospitals to improve consumer engagement.

Subjects and Method: This systematic review was conducted through six steps: (1) Frame a question (based on a theory); (2) Run a search (on PubMed, and ProQuest); (3) Read the abstract and title of the individual papers; (4) Abstract information from the selected set of final articles; (5) Determine the quality of the information in these articles, which was done using a judgment of their internal validity but also using the GRADE criteria; (6) Determine the extent to which these articles were heterogeneous. The dependent variable was consumer engagement. The independent variable was social media for the physicians and hospitals. The keywords for this review were social media, consumer engagement, loyal patient, health information, and health services. The inclusion criteria were review, systematic review, clinical review and guidelines. After review process 6 articles were included in this review.

Results: Hospital marketing strategies through social media vary in all regions of the world and there were differences between developing and developed countries. Social media was an effective strategy for the physicians and hospitals to improve consumer engagement.

Conclusion: Social media is an effective strategy for the physicians and hospitals to improve consumer engagement.

Keywords: social media, consumer engagement, hospital, physicians, health services.

Correspondence: Nadya Aviliyani Taufik. Hospital Administration Program, Faculty of Public of Health, Universitas Indonesia. Email: nadya.aviliyani@ui.ac.id. Mobile: 081210108333.

DOI: https://doi.org/10.26911/theicph.2019.04.52

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