20.500.12556/DKUM-57611 Model tržnega komuniciranja v zdravstvu z uporabo socialnih omrežij Model of Marketing Communications in Health with the Use of Social Media Magistrsko delo obravnava način komuniciranja v zdravstvu z uporabo socialnih omrežij. Tradicionalne metode iskanja zdravstvenih informacij v strokovni literaturi, s sodelovanjem na zdravniških kongresih in z informacijami, ki jih posredujejo farmacevtska podjetja, so časovno izjemno zamudne in zato neustrezne. V primerjavi s časovno potratnim iskanjem zdravstvenih informacij se v tujini že uporabljajo računalniško podprta zdravstvena socialna omrežja, ki omogočajo aktivno vključevanje in komuniciranje med različnimi profili zdravstvenih udeležencev. Ta način komuniciranja omogoča, da pridejo informacije do posameznika na strukturiran, nadzorovan in najučinkovitejši način. Prav zato so rešitve, ki zmanjšujejo porabljen čas in trud, izjemno pomembne. V raziskavi smo želeli ugotoviti, ali lahko ustrezno razvit in računalniško podprt model komuniciranja v zdravstvu s pomočjo socialnih omrežij, zamenja tradicionalni način. Rezultati raziskave so pokazali, da tako zdravniki kot bolniki še vedno najbolj zaupajo tradicionalnim virom pridobivanja zdravstvenih informacij. Komunikacije v zdravstvu s pomočjo socialnih omrežij pri nas še ni, vendar bi lahko v bližnji prihodnosti postala pomembno dopolnilo k sedanjemu načinu komuniciranja. Our master work is emphasizing communication in health with the use of social media. Searching for health information with the use of traditional methods, such as searching for health literature, participating at health congresses, or information given by pharmaceutical companies are no longer appropriate, while their search is very time-consuming. The answer for this problem is offered by computer backed social networks in the field of health, which enables active memberships and communication between health participants. Usage of such communication enables information coming to individuals on structured, controlled and very effective way. This is the reason why the solutions that decrease time and efforts are highly valuable. In our research we were testing if communication in health, with the use of a computer backed, developed model of communication, such as social media, could replace traditional communication. The results of our research are showing that both doctors, as well as patients, still most commonly trust in traditional health information sources. Communication in health with the help of social media has currently not been present, but has the potential to become an important supplement to the current communication model. tržno komuniciranje zdravstvo udeleženci zdravstvenega sistema socialna omrežja komunikacijski sistem ciljno iskanje možgansko viharjenje marketing communications health health participants social media communication system goal oriented searching brainstorming true true false [P. Puhek] Slovenski jezik Angleški jezik Magistrsko delo 2016-03-02 13:26:44 2016-07-05 12:18:29 2022-06-14 03:06:47 2021-05-16 03:24:05 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.2 12382492 URN:SI:UM:DK:5FSLWQKQ MAG_Puhek_Peter_2016.pdf MAG_Puhek_Peter_2016.pdf 1 FBC61052FC49FC397D6EC056958E10EA 05194d0a7f48fd103dbfcd8e2d1941ace0794fa21c4cc3488eba138a9632b620 f293ab0d-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=86860 Ekonomsko-poslovna fakulteta 0 0 0