The Use of Social Media by Spanish Hospitals
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Abstract
BACKGROUND
Of all the new tools offered by the participatory Internet, social media are of particular note, as they are a powerful social marketing and communication tool which can be used to reach a target audience easily yet effectively. In the healthcare sector, there is a generalised belief that the most recent advances in Web 2.0 technologies are transforming models. Healthcare organisations in European countries are not very aware of the popularisation of these tools. A study like this one is particularly useful in Spain, as the country has the second-highest usage figures worldwide of the most popular social networking site.
OBJETIVE:
1)To describe the use of social media tools by hospitals in Spain.
2)To assess any differences in usage based on hospital size.
3)To assess any differences in usage between public and private hospitals.
4)To assess any geographical differences in the use of social media.
METHODS
Design: ecological. Unit of Analysis:Hospitals in Spain (804). Variables: Dependent: website, podcast channel, podcasting, podcast type (news, academic/professional, advertising, none), social networks, type of social network (corporate, professional/work-related,users), for professional/work-related (reviews,contact,recreation,none), for users (reviews,information,none), microblogging, blogs Independent: Size (small/medium/large), public/private,Region. Data Gathering:A search was carried out using the Google search engine in January-February 2010. The search engines incorporated into the various commercial tools studied were also used. Analysis:Univariate and bivariate analysis using the chi-square test.
RESULTS
2% (n=19) of the hospitals studied, use podcasting channels, and the use of these increases as the size of the hospital increases (2% small, 3% medium, 5% large). The use of these channels is similar in both private (2%) and public (3%). Similarly, 8% (n=60) of the hospitals studied have their own video podcasts. These are most frequently used in larger hospitals (17%) and public ones (12%). The most common video types are news items/reports (4%, n=32) and advertisements (3%, n=21).
With regard to social media, social networking sites are the most commonly-used tool (14%, n=113). These are used more often by larger hospitals (30% medium, 28% large) and public hospitals (20%). The most commonly-used type of social network is the professional/work-related site (17%, n=136), both in larger hospitals (22% medium, 25% large) and in public ones (17%).
In terms of microblogging tools, barely 1% (n=10) of the hospitals studied were found to use these, and they are more popular in large hospitals (3%) and private ones (2%). Furthermore, 2% of all the hospitals surveyed use blogs, and blogging is more common at small hospitals (2%) and public ones (4%, pvalue=013).
Geographical differences in the use of social media were also found. The regions in Spain that use these media the most are Catalonia (26%,n=169), Madrid (18%,n=114) and Andalusia (10%,n=64). Ceuta and Melilla and La Rioja were found to have the lowest usage rates.
CONCLUSIONS
The results show that Spanish hospitals and autonomous regions are only just beginning to use these tools.
-The size of the hospital seems to influence the use of some tools, such as the Internet, podcasts and social networking sites, which are mostly used by large hospitals. Small hospitals use blogs.
-Private hospitals are more inclined to use the Internet and microblogging. Public hospitals tend to use social networking sites, podcasts and blogs.
-Of all the social media tools, social networking sites are the most widespread, and are used by professionals/workers, and by larger, public hospitals.
Of all the new tools offered by the participatory Internet, social media are of particular note, as they are a powerful social marketing and communication tool which can be used to reach a target audience easily yet effectively. In the healthcare sector, there is a generalised belief that the most recent advances in Web 2.0 technologies are transforming models. Healthcare organisations in European countries are not very aware of the popularisation of these tools. A study like this one is particularly useful in Spain, as the country has the second-highest usage figures worldwide of the most popular social networking site.
OBJETIVE:
1)To describe the use of social media tools by hospitals in Spain.
2)To assess any differences in usage based on hospital size.
3)To assess any differences in usage between public and private hospitals.
4)To assess any geographical differences in the use of social media.
METHODS
Design: ecological. Unit of Analysis:Hospitals in Spain (804). Variables: Dependent: website, podcast channel, podcasting, podcast type (news, academic/professional, advertising, none), social networks, type of social network (corporate, professional/work-related,users), for professional/work-related (reviews,contact,recreation,none), for users (reviews,information,none), microblogging, blogs Independent: Size (small/medium/large), public/private,Region. Data Gathering:A search was carried out using the Google search engine in January-February 2010. The search engines incorporated into the various commercial tools studied were also used. Analysis:Univariate and bivariate analysis using the chi-square test.
RESULTS
2% (n=19) of the hospitals studied, use podcasting channels, and the use of these increases as the size of the hospital increases (2% small, 3% medium, 5% large). The use of these channels is similar in both private (2%) and public (3%). Similarly, 8% (n=60) of the hospitals studied have their own video podcasts. These are most frequently used in larger hospitals (17%) and public ones (12%). The most common video types are news items/reports (4%, n=32) and advertisements (3%, n=21).
With regard to social media, social networking sites are the most commonly-used tool (14%, n=113). These are used more often by larger hospitals (30% medium, 28% large) and public hospitals (20%). The most commonly-used type of social network is the professional/work-related site (17%, n=136), both in larger hospitals (22% medium, 25% large) and in public ones (17%).
In terms of microblogging tools, barely 1% (n=10) of the hospitals studied were found to use these, and they are more popular in large hospitals (3%) and private ones (2%). Furthermore, 2% of all the hospitals surveyed use blogs, and blogging is more common at small hospitals (2%) and public ones (4%, pvalue=013).
Geographical differences in the use of social media were also found. The regions in Spain that use these media the most are Catalonia (26%,n=169), Madrid (18%,n=114) and Andalusia (10%,n=64). Ceuta and Melilla and La Rioja were found to have the lowest usage rates.
CONCLUSIONS
The results show that Spanish hospitals and autonomous regions are only just beginning to use these tools.
-The size of the hospital seems to influence the use of some tools, such as the Internet, podcasts and social networking sites, which are mostly used by large hospitals. Small hospitals use blogs.
-Private hospitals are more inclined to use the Internet and microblogging. Public hospitals tend to use social networking sites, podcasts and blogs.
-Of all the social media tools, social networking sites are the most widespread, and are used by professionals/workers, and by larger, public hospitals.
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