Title: Communicating with patients through Facebook: the case of dental healthcare services

Authors: Helena Nobre; Nina Szczygiel; Mariana Condé-Pinto

Addresses: DEGEIT, GOVCOPP, University of Aveiro, Campus Universitário de Santiago, 3810-193 Aveiro, Portugal ' DEGEIT, GOVCOPP, University of Aveiro, Campus Universitário de Santiago, 3810-193 Aveiro, Portugal ' Economics and Management School, University of Minho, Campus de Gualtar, 4710-057 Braga, Portugal

Abstract: The study explores how dental healthcare providers use social network websites, in particular, Facebook, to communicate with patients and potential customers, manage relationships and build brand image. An exploratory investigation was carried on based on a cross-case study of four small dental clinics with a Facebook presence. Results indicate that Facebook offers room to create an interactive environment where clinics can communicate in real-time with patients, getting them engaged in ongoing dialogues beyond traditional doctor consultations. Through online social networks, it is possible to provide dental healthcare information, follow-up of treatments and answer questions, making processes more efficient and customer-oriented and facilitating the development of closer relationships with patients. The paper outlines some challenges for online health social network managers.

Keywords: online social networks; social network websites; dental healthcare services; dental clinics; Facebook; healthcare social media marketing.

DOI: 10.1504/IJBEX.2019.101531

International Journal of Business Excellence, 2019 Vol.18 No.4, pp.527 - 548

Received: 03 Jan 2018
Accepted: 22 May 2018
Published online: 12 Aug 2019 *

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