Social Media Usage for Enhancing Brand Awareness in Healthcare Organizations

Zeenat Mahal Sayed

Student thesis: Master thesis


The purpose of this study is to explore the application of social media for enhancing brand awareness in healthcare organizations. Adopting an interpretive, single case study approach, the study focuses on the use of social media in an international organization in the health care industry. A qualitative research has been conducted to investigate the research phenomenon and Roche DC has been chosen as an empirical case organization. The study focuses on the opinion of healthcare organizations as well as health consumers in order to identify the current status, trends and beliefs about usage of social media in promoting brand. The research reveals that social media enable and facilitate the shaping of organizational communication and marketing practices and enhance organizational reach to a wider audience. The empirical evidences indicate that healthcare organizations have to move forward and engage with their customers more effectively via social media as it is efficient. The results depict that health organizations can benefit from the use of social media as social media can be used for different activities such as customer engagement, dissemination of news and information, patient education, and advertising new products and services. The study also identifies that the most widely used social media platforms are social networking sites such as Facebook, Twitter and Online Communities. Health organizations use these social networks primarily for marketing and communication purposes, while patients also benefit from the use of social media through sharing experiences, obtaining information, networking, receiving support, and tracking personal progress. An important finding of study is that health organizations use social media mostly as a one-way or ``push`` communication channel rather than a two-way communication. Therefore, the study recommends that healthcare organizations should use social media as a two-communication channel to meet their customersĀ“ needs, allow users to participate, value feedback, receive information and share ideas, thereby garnering consumerĀ“s trust. Limitations: This study focuses only on a small segment and single unit analysis i.e. usage of social media, therefore future research should further investigate financial, technological, ethical, legal, and security issues concerning the use of social media in healthcare.

EducationsMSc in Business Administration and Information Systems, (Graduate Programme) Final Thesis
Publication date2019
Number of pages86
SupervisorsAbid Hussain