TY - JOUR
TI - Facebook – medium komunikacji marketingowej w ochronie zdrowia
AU - Syrkiewicz-Świtała, Magdalena
TI - Facebook – medium komunikacji marketingowej w ochronie zdrowia
AB - 
	Facebook is one of the most popular social networking sites. Via Facebook it is possible to determine very accurately the marketing messages for a target group. A precise profile is created to describe the behavior of consumers on the health care market. It provides the opportunity to use the medium in health promotion. Objective: The indication of possibilities and needs to use the medium of Facebook in marketing health care communication. Review paper based on secondary sources. In 2014 Facebook was used by 13.3 million Poles in various age ranges. There has been a growing tendency to actively use this medium. The strength of Facebook is the ability to establish direct relations, two-way communication and weakening confidence in traditional media. People seek and exchange the information on health and medical services. Institutions, medical companies that exist on the health care market try to exist in social media. Facebook is becoming a significant medium on the Polish healthcare market. In addition, it enables very precise targeting messages to specific audiences which enhances the effectiveness of health-promotion messages and health education. It helps to build trust and thus a good image of enterprises operating on the healthcare market.
VL - 2015
IS - Tom 3, Numer 3
PY - 2015
C1 - 2354-0214
SP - 197
EP - 205
DO - 10.4467/23540214ZM.15.010.4870
UR - https://ejournals.eu/czasopismo/zarzadzanie-mediami/artykul/facebook-medium-komunikacji-marketingowej-w-ochronie-zdrowia
KW - marketing communications
KW - social media
KW - social media marketing
KW - health care