SWOT Grids for Week 3 Assignment
Please see below for an example:
1. Highly self-motivated
1. Not always good in teams
2. Prefer to lead
3. Public speaking
3. Sometimes self-critical
4. APA format
4. Perfectionist sometimes
1. Networking with local
1. Other students
2. Learning new things in school
3. Time management
4. Team leaders and team players
4. Networking with other students
Use this grid for your assessment:
Journal of Medicine and Life Vol. 11, Issue 3, July-September 2018, pp. 254–256
The influence of digital media on the success of a health care unit
Maria Radu1, Gabriel Radu1, Alexandru Condurache1, Victor Lorin Purcărea2
1. Carol Davila University of Medicien and Pharmacy
2. Universitatea de Medicina si Farmacie Carol Davila Facultatea de Medicina
Splaiul Independentei 169, Bucharest, Romania,
Received: June 20th, 2018 – Accepted: August 21st, 2018
Healthcare marketing extended in a surprising way, being indispensable to any healthcare unit that wishes to carry out its work by
focusing on the needs and desires of patients. In the context of the medical activity taking more and more a commercial direction, the
perception of the public about the profession of a physician should be considered, a perception which can be very easily negatively
influenced by unethical marketing strategies. The notion of reputation refers to the perception of a group of people over a person or
an entity, based on several criteria. These criteria have evolved over time with society and its needs. A company’s reputation plays a
significant role because it is a key element in determining the success or failure of a company, regardless of the size of the business,
be it a small company or a multinational. The first factor from which the building of a reputation starts is the relationship between
the company and the client, namely the medical unit and the patient. Online reputation plays a determining role in establishing and
maintaining a relationship with current or potential patients. Increasing the number of people who interact directly or indirectly with that
company leads to increased brand visibility and an effective digital promotion. The Internet has made it easier for consumers to give
a review or to comment on something. Thus, we can see a growing trend of people who rely on such reviews. An increasing number
of patients choose to rely on existing assessments of doctors or clinics when it comes to making a decision regarding the choice of a
medical service. In fact, more and more patients are looking for a doctor and choosing him “on the internet”. The Internet has opened
the way for new opportunities in healthcare marketing. Social networks are frequented daily by millions of users worldwide, so digital
media is the direction that all companies are taking when planning their marketing strategies.
Keywords: healthcare marketing, digital media, notoriety, social networking
In the present day, sanitary marketing has become very
important, being indispensable to any healthcare unit that
wishes to carry out its work by focusing on the needs and
desires of patients.
In the context of the medical activity taking more and
more a commercial direction, the perception of the public
about the profession of a physician should be considered,
a perception which can be very easily influenced
negatively by unethical marketing strategies. Healthcare
organizations have a duty to practice a responsible
marketing communication .
For a long time, it has been considered that marketing is
the tool that tries to sell people things they never knew they
wanted. Many even consider ads to be manipulation tools.
However, the real problems are represented by marketing
communications that aim to raise fear or anxiety, that target
vulnerable groups, the subliminal messages, which at first
glance seem intelligent, yet being misleading, as well as the
exaggeration or false allegations. All these aspects should
be taken into account by marketing managers when they
are doing their work because it contributes significantly to
building a company’s reputation .
The notion of reputation refers to the perception of a
group of people over a person or entity based on several
criteria. These criteria have evolved over time with society
and its needs.
A company’s reputation plays a significant role because
it is a key element in determining the success or failure of
that company, regardless of the size of the business, be it
a small company or a multinational .
We live in the century of digitalization, and the Internet
is the prime resource when it comes to information and
communication. This made building a reputation easier
and turned it into a much faster process. In the past,
towards building a company’s reputation, the verbal
recommendations, written publications, or TV and radio
commercials contributed the most, and the process took
place over a more extended period. At present, reputation
is made much easier due to digitalization.
“Social networking” is a global phenomenon with millions
of users worldwide. It is the way people keep in touch with
each other very easily, by exchanging information, pictures,
experiences, opinions. Social networks have thus become
a valuable marketing tool.
Journal of Medicine and Life Vol. 11, Issue 3, July-September 2018
The first factor from which the building of a reputation
starts is the relationship between the company and the
client, namely the medical unit and the patient. Online
reputation plays a determining role in establishing and
maintaining a relationship with current or potential patients.
Increasing the number of people who interact directly or
indirectly with that company leads to increased brand
visibility and effective digital promotion. Besides, it is
essential that the total number of positive reviews in the
online environment exceeds that of negative comments.
Building a good reputation online also contributes to an
easy and transparent communication from the organization
towards the patients. They want to communicate easily and
get a quick response from the company.
Regarding the healthcare system, reputation plays a
crucial role because it can influence the medical process
and the patients’ behavior as well as their attitude
towards the treatment or the physician. Patients build a
set of expectations based on what they know about the
healthcare unit, information received from other patients,
or even based on the image built by the company and
perceived favorably by them. Today, assessments of any
service prior to purchasing it is important, and people will
be even more interested proof of interest in something as
important as health.
Regarding the private hospitals and clinics, is the
one that positive or negative perception that patients
will have when entering the health facility depends on
the medical staff. Currently, because of the Internet,
which is an inexhaustible source of information, the role
of doctors has become more complicated. In addition to
good professional training, they must have very good
communication skills in order to relate well to patients. In
the past, medical records and access to information that
was of direct concern to them were reserved exclusively for
healthcare professionals or those working in the healthcare
field. Today, attitudes and thinking are entirely different,
and it is necessary for both parties, patients and health
professionals, to adapt to this change in order to improve
their relationships and achieve the best results. Due to the
above-mentioned concepts, those in which the doctor is the
ultimate authority, the population segments that refuse to
trust the medical community and the specialized personnel,
as well as medical products or treatments has increased. It
is one of the greatest challenges faced by the healthcare
system nowadays. Healthcare staff must agree to become
more involved in communicating with patients in both direct
and online environments, as the reputation of the sanitary
institutions depends on it.
The Internet has made it easier for consumers to give
a review or to comment on something. Thus, we can see
a growing trend of people who rely on such reviews. An
increasing number of patients choose to rely on existing
assessments of doctors or clinics when it comes to making
a decision regarding the choice of medical services.
In fact, more and more patients are looking for a doctor
and choosing him “on the internet.” If until recently, the
recommendation made by a satisfied patient was the best
advertisement a doctor could hope for, today this concept
must be understood at a completely different level since
anyone can read the positive review of a satisfied patient,
the information going beyond the barrier of each person’s
close circle .
However, in this situation, the risk is represented by
those patients who can never be satisfied or who refuse
to accept the real possibilities of treatment and opt to post
an unjustified negative opinion online, an opinion that can
be read by anyone. In addition, people are different and
consequently, patients have different criteria by which to
appreciate a medical service because they have different
expectations and desires. A service appreciated by a
patient as being of poor quality can be considered by
another mediocre, just as well as one considered mediocre
by a particular consumer can be appreciated as being of
good quality by another.
Sanitary institutions are adapting to the current trend
and are giving great importance to communicating with
patients through social networking. There is dedicated
digital media staff who is responsible for creating content
for posts, promoting the brand on the online platform,
moderating discussions, evaluating reviews, or reviewing
the success of online campaigns based on the number of
views or hits of a certain post.
In Romania’s case, in the absence of a well-structured
platform with a large number of physicians and clinics, the
handiest options are using Google as a search engine and
requesting opinions on the most frequented social networks.
Staff responsible for patient care must be kept up to
date with their changing expectations and needs so that
the healthcare unit can adapt their service offer so that the
reputation of the institution will not be affected.
The Internet has opened the way towards new
opportunities for healthcare marketing. Social networks are
frequented daily by millions of users worldwide, so digital
media is the direction that all companies are taking when
planning their marketing strategies. Posts with attractive
content, which keep in touch with the public, as well as
positive patient reviews, are the key to the success of a
healthcare unit regarding its presence online .
The health sector is undoubtedly one of the most
important players in the social market, being not only the
decisive factor in the general health of the population but
also a major objective in research and development and a
Journal of Medicine and Life Vol. 11, Issue 3, July-September 2018
That is why health innovation is given a great deal
of attention, with new health technologies contributing to
a superior care quality for patients, and implicitly to the
efficient and cost-effective development of health systems.
Continuous and constant information of the population
on health risks has become an objective necessity and
the Internet is today one of the most important sources of
information in the field of health.
The current explosion of information technologies has
become a decision-making factor in setting new global
hierarchies, information, and communication going beyond
the metaphor stage in the social fabric.
The development of medical technology and discoveries
in medical science have led to a reshaping of the health
sector through the development of medical informatics
apps, designed to provide new and more effective solutions
and through the creation of new directions for healthcare
with profound implications for man and society.
The exponential growth of digital information has
led to the emergence of more efficient, more transparent
and faster healthcare services, closer to the needs of
individuals and less expensive.
Due to the particularity and complexity of the medical
field, web technologies and online marketing tools are
mandatory conditions for achieving the objectives of
modern medicine, and their use can become the decision
maker in focusing the staff’s concerns and efforts towards
patient needs, personalizing health services and improving
the doctor-patient relationship.
Thanks to this explosion of information, patients tend
to appreciate the quality of a health product or service not
based on reality but based on their perceptions. Online
healthcare consumers tend to be more educated but use
online information in different ways and receive different
responses from medical contact staff. Regardless of the
way of responding, it is obvious that web technologies and
online marketing tools tend to become more and more a
constant and undisputed presence in health services.
Proper implementation and use will be beneficial to both
patients and the healthcare organization.
This is why the efforts made to explore patients’
behavior for interpersonal communication in electronic
media in health services, towards technological and
informational optimization of patient and healthcare
communication processes, towards negative emotional
modeling, patient-centered networks, and mostly towards
investigating the influence of virtual communities on the
reputation of healthcare organizations, are of some use.
Under these circumstances, the ability to anticipate
accelerated changes in the healthcare system has become
a strategic resource and healthcare marketing a modern
solution for identifying the possibilities of innovation in
providing healthcare services, starting from a thorough
knowledge of the health market and from the proper use of
new technologies, including those in the healthcare system
generating interactive synergies.
Situated at the crossroad of marketing, economics
and technology, online marketing is a modern approach to
marketing in the context of the accelerated growth of the
Internet resulting in an unlimited expansion – especially
due to the many opportunities and benefits offered by the
online environment compared to the traditional one, the
online environment providing continuous and constant
support to patients.
In healthcare, information and communication
technologies make a decisive contribution towards
improving competitiveness, increasing efficiency and
reducing bureaucracy, thus contributing towards improving
the health of the population overall. Also, we should not
forget that access to education and healthcare is considered
a fundamental right of the individual in all civilized countries.
Conflict of Interest
The authors confirm that there are no conflicts of interest.
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serviciilor de îngrijire a sănătăt‚ii, Editura Universitară “Carol Davila”,
Bucharest, 2007, p 208
2. Copley P., Marketing Communications Management – Analysis,
Planning, Implementation, Second Edition, SAGE Publications Ltd,
2014, p 127
3. Robert G. Eccles, Scott C. Newquist, Roland Schatz, 2007,
Reputation and its risks, Harvard Business Review, https://hbr.
org/2007/02/reputation-and-its-risks (December, 2017)
4. M. Rowh, 2016, Why physicians must protect their online reputation,
Medical Economics, http://medicaleconomics.modernmedicine.com/
medical-economics/news/why-physicians-must-protect-their-onlinereputation (December, 2017)
5. Th. Purcarea – Retail Digital Marketing Strategies – Romanian
Distribution Committee Magazine vol 0 Issue 2 2018 Carol Davila
University press Bucharest 2018
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