Users' consumption of healthcare videos on hospital web sites
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 5 April 2011
Abstract
Purpose
While hospitals have done much over the last five years to push new media marketing, little research has been done to find out whether such endeavors are justified by users' healthcare online information consumption. This study attempts to find evidence for or against such endeavors.
Design/methodology/approach
Using the Delphi technique, this study investigated both users' healthcare video consumption behavior and their underlying rationales through three rounds of questions among 30 users of varied demographic backgrounds as a purposive sample.
Findings
Most participants did not watch videos hospital web sites because of their stereotypical understanding that hospital web sites provide no more than clerical information and because of videos' perceived inefficiency in delivering relevant and personalized information. However, most participants expressed their willingness to watch videos if the presentation is improved.
Research limitations/implications
Although the Delphi technique is arguably the best approach when there is no defined population for sampling, a small sample may still be inadvertently biased toward the participants.
Practical implications
Hospitals need to make users aware of the abundant healthcare information in multimedia formats including video on their web sites, present the relevant content, and make such presentations easily digestible.
Social implications
Hospitals' move into online new media marketing may help hospitals establish levels of trust with their online users comparable to the levels doctors currently enjoy and encourage consumers to visit hospital web sites as part of their healthcare decision‐making process.
Originality/value
For the very first time, this study has answered from the users' perspective and with evidential support the question whether hospitals' march into new media marketing is justified.
Keywords
Citation
Huang, E., Bolchini, D. and Jones, J.F. (2011), "Users' consumption of healthcare videos on hospital web sites", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 5 No. 1, pp. 43-53. https://doi.org/10.1108/17506121111121578
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited