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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Magdalena Syrkiewicz-Świtała, Katarzyna Lar, Tomasz Holecki
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DOI:10.17265/1537-1514/2016.07.003
Affiliation(s)
Magdalena Syrkiewicz-Świtała, Ph.D., Department of Health Economics and Health Management, School of Public Health in Bytom, Medical University of Silesia, Katowice, Poland.
Katarzyna Lar, M.Sc., Department of Health Economics and Health Management, School of Public Health in Bytom, Medical University of Silesia, Katowice, Poland.
Tomasz Holecki, Ph.D., Department of Health Economics and Health Management, School of Public Health in Bytom, Medical University of Silesia, Katowice, Poland.
ABSTRACT
The increasing number of people using social media determines the contemporary approach to the means of communication to the information society. The Marshal Offices willing to conduct effective health promotion campaigns are forced to adapt to the changing trends in the modern marketing communication. The aim of this study is to determine whether the Polish Marshal Offices use the tools of social media marketing activities in the field of health promotion. Fourteen Marshal Offices in Poland were investigated. Two methods of research were used: CAWI and CATI based on author’s questionnaire. Data analysis was based on standard statistical methods. Results show that 93% of responding offices are involved in activities related to the promotion of health. The main domains are: cancer (30%) and stimulants (28%). In the opinion of employees of the Marshal Offices, the most convincing form of communication with patients is direct promotion (46%). Far less important are information posters (12%) or TV spots (10%); 56% of offices do not use social networking sites in the conduct of health campaigns. The other commonly used canals in these operations are Facebook (25%) or YouTube (6%); 50% of offices do not apply the tools of social media marketing. The rest declare active participation in discussions on Internet health forums. The main conclusion is that it has been postulated to pay more attention to social media and social media marketing tools in health promotion campaigns carried out in order to improve the efficiency of communication with the present information society.
KEYWORDS
marketing communication, social media, social media marketing, health promotion
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