scholarly journals Social networks usage implications at the level of medical services consumption in Romania

2017 ◽  
Vol 6 (1) ◽  
pp. 55
Author(s):  
Daniel Adrian Gardan ◽  
Mihai Andronie ◽  
Iuliana Petronela Gardan ◽  
Cristian Uta
Keyword(s):  
Social Networks ◽  
Consumer Behavior ◽  
Marketing Research ◽  
Healthcare Services ◽  
Public And Private ◽  
Quantitative Marketing ◽  
Medical Institutions ◽  
Key Issues ◽  
Key Variables ◽  
Scientific Endeavor

The social networks usage degree increase is evident in recent years, this having implications for the consumption of the most types of products and services. A very special field of research is presented by the consumption of healthcare services, who, both in terms of consumption motivations, decisional buying process or consumer behavior is having peculiarities and specific traits. In this context, the present article aims to investigate the role that social networks use can have regarding changes within the consumer behavior in case of healthcare services consumption. In order to achieve the scientific endeavor, authors have conducted a quantitative marketing research as a field survey, using a questionnaire administered online to patients from different medical institutions, both from the public and private sector.The research results reveal key issues from the perspective of emotional involvement within consumption for the patients and the influence of key variables such as level of education, personality and lifestyle within social networks usage context.

scholarly journals THE USE OF SOCIAL MEDIA MARKETING IN PERSONAL SELLING

2020 ◽  
pp. 121-129
Author(s):  
NUGZAR TODUA ◽  
BEKA VASHAKIDZE
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Consumer Behavior ◽  
Marketing Research ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Survey Method ◽  
Interview Methods

The article shows that the global network, Internet, is socializing at a very high speed, and this is one of the main trends in the modern online system. The audience of social mеdia growing rapidly both in the world and in Georgia. This growth was facilitated by the fact that social media went beyond teen entertainment. Social media today is a platform for communication, study and work where people of different generations began to join. This article explores the importance of social media for marketing. It is noted that nowadays social media marketing has become an important component of online marketing, which has shown its effectiveness for companies targeted at the target audience. Social media marketing applications and platforms drive customer engagement, collaboration, and content sharing. The role of social media marketing in personal sales is also analyzed and the main problems associated with it are identified. With social media technology, sellers have a unique opportunity to build, influence and manage individual relationships with customers. Social media technologies help sellers engage customers through information sharing, interactivity, and problem-solving. Social media is an essential tool for salespeople to use to build customer relationships. However, there are not enough criteria for determining the effectiveness of the use of social networks by sales personnel. In this regard, studying the role of social media marketing in personal sales is one of the most pressing issues. Although some work has been done recently in the area of consumer behavior in Georgia, the issues of consumer behavior concerning personal sales in the Georgian market are still poorly understood and requires proper scientific development. Based on the above, the purpose of this work was to determine the attitude of Georgian consumers to social media marketing activities carried out by personal sellers, for which marketing research was conducted. The research was carried out in two stages based on qualitative and quantitative research methods. At the first stage, a qualitative study was carried out, which included a focus group and in-depth interview methods. At this stage, hypotheses were formulated and priorities were set for further research. In the second stage, we used the customer survey method, and as a research tool, we chose a questionnaire consisting of several structured questions. The survey was conducted using electronic and personal interview methods. A systematic random sampling method was used. The confidence interval is 95% and the margin of errors is set to be equal to 4%. The survey was carried out with 1022 respondents aged 18 years and more, which represent 0.03% of the total population of Georgia. The study area was different cities of Georgia: Tbilisi, Kutaisi, Batumi, Rustavi, Sachkhere, Ambrolauri, Gori, Zugdidi, Senaki, Poti, and Kvareli. Based on this the survey results were analyzed using statistical software SPSS (version 21.0) for windows. Marketing survey showed that the majority of respondents (70%) actively use social media for personal sales. In this regard, Facebook is the leader among the most used social media platforms. The survey showed interest, reliability, and satisfaction of the respondents from the information provided by the websites related to personal sales. Marketing research has shown that the social media activity of salespeople is a very important factor for consumers when making a purchasing decision. Based on the analysis of variance, statistically significant values were obtained, which reflect the influence of consumer interest, awareness, trust and satisfaction on social networks associated with personal sales on their purchasing decisions.

Methodical Approach to Identifying Buying Motives within Various Sales Channels Based on Behavioral Segmentation

2020 ◽  
Vol 10 (2) ◽  
pp. 515
Author(s):  
Yelena Yuryevna DEPUTATOVA ◽  
Tatyana Ivanovna URYASEVA ◽  
Vyacheslav Petrovich CHEGLOV ◽  
Julia Gennadievna LEONOVA ◽  
Vladimir Anatolyevich BASKAKOV
Keyword(s):  
Consumer Behavior ◽  
Marketing Research ◽  
Customer Segmentation ◽  
Customer Perception ◽  
Sales Channels ◽  
Online Sales ◽  
Access Price ◽  
Quantitative Marketing ◽  
Methodical Approach ◽  
Key Indicators

The methods for identifying differences in the buying motives in online and offline trade are developed based on a theoretical analysis of approaches to the customer segmentation and their dependence on its purpose. The purpose of the study is to identify differences in the buying motives in online and offline trade and to substantiate the feasibility of conducting behavioral segmentation in order to identify such differences. The empirical research results are based on the quantitative marketing research (polls). The buying motives in offline and online sales channels were studied in several stages. The key advantages of offline and online sales channels were identified in terms of customer perception at the first stage. The following advantages were identified in offline and online trade: high quality guaranteed by the seller for buyers with high incomes; accessibility as the speed and convenience of access, price acceptability for buyers with average and below average incomes; and the breadth, depth, and updateability of the product range for all groups. The buying motives in offline and online trade were identified as factors that encouraged buying at the second stage. The polls have shown that key motives for customers to opt for offline sales channels are related to the perception of the aggregate properties of products that exceed the properties of similar products in online sales channels. The main reasons for buying through online sales channels are the following key indicators that determine the quality of the buying service: convenience and speed of purchasing, speed of delivery, and convenient time to receive an order. This study allowed to develop a model for studying the consumer behavior in order to identify the key rational and emotional motives of buying through online and offline sales channels. The information component of this model was based on the marketing research involving the sequential implementation of the following stages: studying the market trends in order to identify changes in the motives of consumer behavior; selecting segmentation criteria and carrying out marketing research; identifying the key benefits of offline and online sales channels in terms of customer perception; identifying and grouping the key motives that guided customers when choosing a channel for buying; identifying the causes of changes in the rational and emotional motives of consumer behavior; and developing and implementing the marketing communications programs that implied an impact on the emotional and rational motives.

scholarly journals The role of content marketing in the promotion of medical goods and services

2021 ◽  
Vol 2 (1) ◽  
pp. 23-29
Author(s):  
Yuriy Prudnikov ◽  
Anastasiya Nazarenko
Keyword(s):  
Social Networks ◽  
Content Analysis ◽  
Public And Private ◽  
Goods And Services ◽  
Medical Institutions ◽  
Logical Sequence ◽  
Relevant Topic ◽  
High Level ◽  
Content Marketing

The main purpose of the research is highlighting the role of quality medical content marketing, the main problems that arise in the implementation of content strategies on the example of modern Sumy medical institutions, providing recommendations for its improvement. Systematization literary sources and approaches for solving the problem indicates that the search for new marketing tools to inform and stimulate the purchase of customers about medical goods and services (passive demand) in the online sphere remains a very relevant topic. This is evidenced by the search for modern trends in the use of marketing in medicine, a comprehensive study of marketing technologies for managing activities in the health care system. At the same time, content marketing is considered as a tool for indirectly persuading the audience to make the decision necessary for the distributor, to choose his service. Investigation of the topic research on the role of marketing content in the promotion of medical goods and services in the paper is carried out in the following logical sequence: description of the benefits of using content marketing, the importance of compliance with legal requirements when advertising and filling sites and pages on social networks, presenting the results of content analysis of selected clinics, development of proposals to improve their content strategies. Methodological tools of the research methods included systematization of information based on the content analysis of official sites, social networks of selected medical institutions. The object of research is the chosen medical companies (public and private medical centers, dental clinics and medical pharmaceutical institutions), because namely they they are the most visited in the city, have a high level of competition, which means they should be interested in online promotion of services (especially during a pandemic). The research theoretically proves that content marketing is today an integral part of the promotion of medical institutions in the network, reveals the problem of insufficient understanding in the correct use of this tool by Sumy clinics.

scholarly journals Consumer behavior in the digital environment under the influence of the COVID-19 pandemic: the importance of the health factor and business transparency

2021 ◽  
pp. 98
Author(s):  
Anna Rosokhata ◽  
Nataliia Letunovska ◽  
Viktoriia Makerska ◽  
Viacheslav Kropyva
Keyword(s):  
Consumer Behavior ◽  
Stages Of Change ◽  
Marketing Research ◽  
Digital Environment ◽  
Global Trends ◽  
Search Queries ◽  
Quantitative Marketing ◽  
Analysis And Synthesis ◽  
Health Products ◽  
Theoretical Generalization

Introduction. With the onset of quarantine caused by the COVID-19 pandemic, changes in consumer behavior are evident, such as increased panic and more conscious behavior focusing on health and avoiding potential threats. Therefore, the study of consumer behavior in such conditions is an urgent and timely task.Purpose. The study aims to analyze changes in consumer behavior in the digital environment under the influence of events caused by the COVID-19 pandemic.Method (methodology). The theoretical and methodological basis of the study were general scientific methods of scientific knowledge: theoretical generalization, systematization, analysis and synthesis. The authors investigated trends in consumer behavior in the context of the COVID-19 pandemic. The main stages of change in consumer behavior are analyzed. The steps of the transition of companies to communicate with consumers in the digital environment were singled out. Factors such as health care and openness (business transparency) have been identified as determinants of trust in businesses in times of crisis. Brief statistics on the global consumption of products in various fields are presented. In particular, the positive dynamics in the growth of Internet users’ search queries for the purchase of health products are revealed. A comparison of the number of search queries in the Google Trends service for thematic terms of the research: «product delivery» and «health» within the Ukrainian market and in the world. It is determined that a new direction of word-of-mouth marketing is gaining popularity, which is an effective tool for communication with consumers in the digital environment through social networks and various cyberspace sites. Results. The authors identify the main trends in Internet marketing in recent years and make recommendations on marketing tools for future strategies of companies in the digital environment. The findings can be helpful to experts in the field of product promotion on the Internet and practicing marketers in the area of innovative services, which are gaining popularity in the wake of global trends in consumer behavior.Perspectives. In further research, the authors should focus on quantitative marketing research of consumers’ attitudes to companies’ product offerings and their willingness to cooperate, supported by the developed marketing programs.

Healthcare System in the Arctic Zone of Russia. Known and Emerging Issues and Solutions to Them

2019 ◽  
pp. 3-20
Author(s):  
V.N. Leksin
Keyword(s):  
Metallurgical Industry ◽  
Healthcare Services ◽  
The Arctic ◽  
Russian Arctic ◽  
Arctic Zone ◽  
Shift Workers ◽  
The North ◽  
Medical Institutions ◽  
Emerging Issues ◽  
The Impact

The impact on healthcare organization on the territory of Russian Arctic of unique natural and climatic, demographic, ethnic, settlement and professional factors of influencing the health of population, constantly or temporarily living on this territory is studied. The necessity is substantiated of various forms and resource provision with healthcare services such real and potential patients of Arctic medical institutions, as representatives of indigenous small peoples of the North, workers of mining and metallurgical industry, military personnel, sailors and shift workers. In this connection a correction of a number of All-Russian normative acts is proposed.

Gaining access to the field in medical ethnography: Reflections on ethical, methodological, and structural challenges in the study of long-term care facilities

2021 ◽  
pp. 136345932098887
Author(s):  
Neta Roitenberg
Keyword(s):  
Long Term Care ◽  
Ethnographic Research ◽  
Term Care ◽  
Medical Institutions ◽  
Care Workers ◽  
Care Facilities ◽  
Key Issues ◽  
Access To The Field ◽  
Medical Ethnography

The article extends the discussion on the challenges in gaining access to the field in medical ethnographic research, focusing on long-term care (LTC) facilities. Medical institutions have been documented to be difficult sites to access. The reference, however, is to the recruitment of patients as informants. The challenges of recruiting practitioners as informants have not been investigated at all. The article presents the key issues that emerged in the process of gaining social access at the sites of two LTC facilities as part of a study on care workers’ identities. The main obstacles encountered during the fieldwork were organizational constraints and negotiating control over the process of recruiting the lower occupational tier of care workers with gatekeepers. The article presents the coping strategies implemented to overcome the ethical and methodological obstacles: continually reassessing the consent and cooperation of participants and developing a rapport with nurse’s aides during interviews.

scholarly journals Long-term effectiveness of elderly health care voucher scheme strategies: a system dynamics simulation analysis

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Ka Chun Chong ◽  
Hong Fung ◽  
Carrie Ho Kwan Yam ◽  
Patsy Yuen Kwan Chau ◽  
Tsz Yu Chow ◽  
...  
Keyword(s):  
Primary Care ◽  
Chronic Disease ◽  
Public Sector ◽  
System Dynamics ◽  
The Elderly ◽  
Healthcare Services ◽  
Dynamics Simulation ◽  
Public And Private ◽  
The Public ◽  
The Impact

Abstract Background The elderly healthcare voucher (EHCV) scheme is expected to lead to an increase in the number of elderly people selecting private primary healthcare services and reduce reliance on the public sector in Hong Kong. However, studies thus far have reported that this scheme has not received satisfactory responses. In this study, we examined changes in the ratio of visits between public and private doctors in primary care (to measure reliance on the public sector) for different strategic scenarios in the EHCV scheme. Methods Based on comments from an expert panel, a system dynamics model was formulated to simulate the impact of various enhanced strategies in the scheme: increasing voucher amounts, lowering the age eligibility, and designating vouchers for chronic conditions follow-up. Data and statistics for the model calibration were collected from various sources. Results The simulation results show that the current EHCV scheme is unable to reduce the utilization of public healthcare services, as well as the ratio of visits between public and private primary care among the local aging population. When comparing three different tested scenarios, even if the increase in the annual voucher amount could be maintained at the current pace or the age eligibility can be lowered to include those aged 60 years, the impact on shifts from public-to-private utilization were insignificant. The public-to-private ratio could only be marginally reduced from 0.74 to 0.64 in the first several years. Nevertheless, introducing a chronic disease-oriented voucher could result in a significant drop of 0.50 in the public-to-private ratio during the early implementation phase. However, the effect could not be maintained for an extended period. Conclusions Our findings will assist officials in improving the design of the EHCV scheme, within the wider context of promoting primary care among the elderly. We suggest that an additional chronic disease-oriented voucher can serve as an alternative strategy. The scheme must be redesigned to address more specific objectives or provide a separate voucher that promotes under-utilized healthcare services (e.g., preventive care), instead of services designed for unspecified reasons, which may lead to concerns regarding exploitation.

scholarly journals Building inclusive health innovation systems: lessons from India

2016 ◽  
Vol 32 (suppl 2) ◽  
Author(s):  
Dinesh Abrol ◽  
T. Sundararaman ◽  
Harilal Madhavan ◽  
K. J. Joseph
Keyword(s):  
Policy Development ◽  
National Level ◽  
Innovation System ◽  
Pharmaceutical Products ◽  
Innovation Systems ◽  
Public And Private ◽  
Health Innovation ◽  
Medical Institutions ◽  
The Government ◽  
Delivery Of Medical Care

Abstract: This article presents an overview of the changes that are taking place within the public and private health innovation systems in India including delivery of medical care, pharmaceutical products, medical devices, and Indian traditional medicine. The nature of the flaws that exist in the health innovation system is pinpointed. The response by the government, the health, technology and medical institutions, and the evolving industry is addressed on a national level. The article also discusses how the alignment of policies and institutions was developed within the scope of national health innovation systems, and how the government and the industry are dealing with the challenges to integrate health system, industry, and social policy development processes.

scholarly journals The nature of crowdfunding in China: initial evidence

2018 ◽  
Vol 12 (3) ◽  
pp. 300-322 ◽  
Author(s):  
Zaiyu Huang ◽  
Candy Lim Chiu ◽  
Sha Mo ◽  
Rob Marjerison
Keyword(s):  
Risk Sharing ◽  
Small And Medium Enterprises ◽  
New Ventures ◽  
Public And Private ◽  
Content Type ◽  
Regulatory Frameworks ◽  
Short Period ◽  
Key Issues ◽  
Using Data ◽  
Medium Enterprises

Purpose The purpose of this paper is to develop initial evidence about the nature and features of crowdfunding in China, given it is largely unregulated regulatory frameworks. Design/methodology/approach The paper used extensive desk research using data collected from the public and private sectors, after which the data was analyzed parallel to existing academic literature, that is, institutional context by Bruton et al. (2014). This paper uncovered patterns of development, profiling crowdfunding platforms, examining the regulatory landscape and providing antecedents of successful crowdfunding projects in China. Findings When the traditional financial markets are hard to reach, micro, small and medium enterprises (MSMEs) were starved for capital. Crowdfunding can play a major role in funding and risk sharing. It is an innovative and dynamic vehicle for MSMEs as well as enthusiastic investors in China. Since its initial introduction to China in 2009, crowdfunding has gained substantial popularity in a relatively short period. Currently, there is still not an identifiable guideline on how to delineate the significance of the crowdfunding platform. The development of crowdfunding in China faces a few unresolved key issues. As researchers exploring this phenomenon in new ways, crowdfunding platforms can be enhanced in a manner that benefits the capital seeker, investors and society as a whole. Originality/value There is a dearth of information on start-up crowdfunding in Asia. With little data available to analyze, so this paper hopes to contribute to knowledge and provide valuable information to researchers and industry representations. Crowdfunding represents a potentially disruptive change in the way that new ventures are funded. This paper represents an initial analysis in the study of new ventures in China. Finally, the authors provide recommendations for entrepreneurs, investors and policymakers as well as researchers and practitioners with suggestions about yet unexplored avenues of research.

Sign in / Sign up

Export Citation Format

Share Document