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Trends of Social Media Applications in Healthcare: A Managerial Perspective
Abstract
The twenty-first century has witnessed social media taking firm root into business and economic activity. It can no longer be considered as a tool for ‘social' activity alone. Even governments have taken to it in order to open up communication channels with citizens and provide more effective services. The healthcare sector is a unique field where information sources and uses need to be handled with utmost care, as the risks extend not only to the healthcare provider, but more so to the recipient and others such as prospective recipients, the broader community, and regulators. Therefore, responsible use of social media in healthcare is critical, whether it be with respect to ‘customer' relationship, marketing, education, recruitment or community building. This chapter scrutinizes relevant literature, which has been published in various disciplines, to provide significant insight into the question of how social media can improve healthcare administration. Practical implications and opportunities for further research are also highlighted.
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