Health marketing: health prevention, a challenge in terms of communication

Abstract

The objective of this research is to provide new, but above all, practical and factual, insights by integrating social media into the communication dimension of a health crisis. To address this challenge, it therefore appears interesting to determine the communication role of healthcare institutions in raising awareness of a health crisis through the use of social media as a prevention tool, in light of the epidemic risk posed by this pandemic.

To achieve this objective, the study will adopt a quantitative approach that will consist of identifying observable and quantifiable data based on a questionnaire administered to a representative sample of Internet users, including items specific to each of the key research concepts. This quantitative study was conducted on a sample of 100 individuals to outline the research questions raised. Our study revealed that 61% of respondents indicated that using social media for awareness-raising is necessary these days for hospitals to be seen and heard, while 45% of hospitals do not use platforms (Facebook, YouTube, or Twitter) to raise awareness about the coronavirus disease. This means that adopting a health prevention strategy through digital media remains essential, which will enable hospitals to engage in the good of health.

The study sample found that the most credible media were those carried by official media outlets. Social media were rated moderately credible, with factors such as age and education level influencing the impact. Furthermore, through this study, we concluded that the sample members perceive that social media have an impact on health promotion in crisis situations. This study will aim, among other things, to highlight the positive impact of social media and to propose avenues of action against the infodemic and the spread of rumors during a health crisis.

Classification JEL: M30, M37, L86.

Paper type : Empirical Research