Keywords : Social media
Marketing and Branding Research,
2018, Volume 5, Issue 3, Pages 151-158
The paper discusses the issue of utilization of the major online public evaluation platforms as Facebook and Google, more specifically describes the methods and ways of their utilization in the field of healthcare provider with aim to increase competitiveness on subjects operating on this specific sector. The issue of increasing the efficiency and quality of health services has long been proclaimed. There is no coherent plan for measuring the quality and efficiency of healthcare facilities in general. The increasing importance and demands for efficiency and quality is leading to an increase in importance of accurate and specific marketing concepts, desirable also in the process of specific health programs. By thorough and complex analysis of online presence of selected health care providers, represented by the Slovak Teaching Hospitals, relationships between factors were examined in order to identify and describe facts affecting online presence of those entities in the hyper competitive market environment of the Internet. The findings identified by the analysis of online environment were compared between selected platforms. The results of analysis thus providing a comprehensive view on the issue of utilization of online evaluation platforms to increase competitiveness.