E-health videos on Chinese hospitals' websites

被引：6

作者：

Huang, Edgar ^{[1
]}

Liu, Tianjiao ^{[1
]}

Wang, Jing ^{[2
]}

机构：

[1] Indiana Univ, Sch Informat & Comp, 535 W Michigan St,IT471, Indianapolis, IN 46204 USA

[2] Harbin Univ Sci & Technol, Sch Art, Harbin, Heilongjiang, Peoples R China

来源：

INTERNATIONAL JOURNAL OF HEALTHCARE MANAGEMENT | 2014年 / 7卷 / 04期

关键词：

Hospitals; Marketing; Videos; websites; e-health;

D O I：

10.1179/2047971914Y.0000000081

中图分类号：

R19 [保健组织与事业（卫生事业管理）];

学科分类号：

摘要：

This study aims to find out how Chinese hospitals have used online videos as marketing and patient education tools. The findings from this study can help Chinese hospital administrators better understand how to best take advantage of the up-to-date online video delivery technology to conduct contemporary marketing and efficiently help their patients. Based on a systematic probability sample of 2385 Chinese hospitals, the authors conducted a content analysis of Chinese hospital websites in early 2013. The study found that 42% of Chinese hospitals had a website, only 21.8% of these websites contained video(s), and 44.3% of the these video websites carried only one video. The videos were mainly used to provide patient education (27.7%) and to promote a hospital (23.1%). Overall, private hospitals used more videos than state-owned hospitals especially for advertising and promotion, but hospital ranking did not exert much influence. The study concludes that Chinese hospitals need to learn how to turn videos into an integral part of their marketing strategy so as to create both conceptually and technologically user-centric websites to serve themselves and, more importantly, to serve their patients.

引用

页码：273 / 280

页数：8

共 41 条

[21]

Cao R., Wang J., An analysis of the service functions for patients on some of the large hospitals’ web sites in China and in other countries, ACTA Univ Med Nanjing, 49, 2, pp. 107-110, (2012)

[22]

Chen Z., Pan X., Implementing marketing on our hospital web site, Mod Hosp, 11, 9, pp. 137-138, (2011)

[23]

Zhao Z., Li S., Xin X., Huang G., The design and implementation of large hospitals’ web sites, Comput Knowl Technol, 7, 4, pp. 785-787, (2011)

[24]

Huang E., Six cases of e-health videos on hospital web sites, E-Serv J Winter, 6, 3, pp. 56-71, (2009)

[25]

Huang E., Bolchini D., Jones J., Users’ consumption of healthcare videos on hospital web sites, Int J Pharm Healthc Mark, 5, 1, pp. 43-53, (2011)

[26]

Bales R., 10 Reasons Public and Private Hospitals Should Consider a Partnership before 2014, (2010)

[27]

Barrette E.G., The Impact of Health Information Technology on Demand for Hospital Inpatient Services, (2011)

[28]

Lee J., McCullough J.S., Town R.J., The Impact of Health Information Technology on Hospital Productivity, (2012)

[29]

Emmons S., Freedom of speech in China: A possibility or a prohibition?, Int Comp Law Rev, 23, 2, pp. 249-295, (2001)

[30]

Yang G., The internet and civil society in China: A preliminary assessment, J Contemporary China, 12, 36, pp. 453-475, (2003)

← 1 2 3 4 5 →