経済学および管理科学の国際ジャーナル

Social Media Marketing in Medical Profession - An Empirical Study of Lucknow City (India)

Abstract

Iftekhar Ahmad, Jyoti Bhadauria and Brijendra Singh Yadav

In today’s technology driven world, the social networking sites have become an avenue where retailers can extend their marketing advertisements or campaigns to a wider range of consumers across the globe. The tools and approaches for communicating with customers have changed greatly with the emergence of social media; therefore, businesses must learn how to use social media in a way that will align with their respective business goals. Advertising has gone a long journey from print media to social media and today social media is such an important platform which cannot be ignored by the businesses to remain sustainably competitive in the market with a personal fame of their brand. As far as medical profession is concerned, the practice of physicians and surgeons normally do not call for advertisement as they rely on publicity through Word-of-Mouth endorsement. If we talk about practicing doctors Word-of-Mouth publicity does what an advertisement cannot do.

There are four aspects of social media in medical professional advertisement i.e. the overall acceptance of social media marketing by the patients, the category-wise acceptance of social media marketing by the patients, the overall acceptance of words-of-mouth publicity on social media platform by the patients and the category-wise acceptance of words-of-mouth publicity on social media by the patients.

The present paper focuses attention on finding out the relative usefulness of social media marketing with an eye on Word-of-Mouth publicity generated through the use of social media in medical profession.