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Health goes Facebook: Social Media in der Gesundheitswirtschaft


  • Kluska, Denise
  • Merkel, Sebastian
  • Romanowski, Sascha


Das Internet ist für gesundheitsinteressierte Bürgerinnen und Bürger heute eine der wichtigsten Informationsquellen. Ergänzend zu den Gesundheitsportalen läuft ein großer Teil der Gesundheitskommunikation inzwischen über Social Media. Soziale Online-Netze wie Facebook bieten viele Möglichkeiten verstreute Informationen zu bündeln und zielgruppenorientiert aufzubereiten. Derzeit spielen Gesundheitsinformationen über Social Media noch eine untergeordnete Rolle, ihre Bedeutung wird in den nächsten Jahren jedoch deutlich steigen. Auch Krankenhäuser nutzen zunehmend Facebook. Insgesamt existieren derzeit 195 Facebook-Pages von Kliniken. Genutzt werden sie u.a. für Personalwerbung, Kundenansprache und -bindung oder auch für das Beschwerdemanagement.

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  • Kluska, Denise & Merkel, Sebastian & Romanowski, Sascha, 2011. "Health goes Facebook: Social Media in der Gesundheitswirtschaft," Forschung Aktuell 10/2011, Institut Arbeit und Technik (IAT), Westfälische Hochschule, University of Applied Sciences.
  • Handle: RePEc:zbw:iatfor:102011

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    Cited by:

    1. Paul, Hansjürgen, 2011. "Facebook & Co.: Wirkungen und Nebenwirkungen im WWW," Forschung Aktuell 12/2011, Institut Arbeit und Technik (IAT), Westfälische Hochschule, University of Applied Sciences.

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