Sağlıkta Dönüşüm: Türkiye’de Sosyal Medya Hekimliği

Abstract

Bu çalışmanın amacı; sosyal medya hekimliğini anlamaya ve açıklamaya çalışmaktır. Bu çalışmada öncelikle kurumsal çerçevede sosyal medya hekimliğinin kavramının kavramsal çerçevesini oluşturduğunu düşünülen piyasa kurumsal mantığından ve sosyal medyadan söz edilmiştir. Araştırma nitel araştırma yöntemiyle yürütülen bir vaka analizi çalışması olup bu çalışmada veri üçgenlemesi kullanılmıştır. Araştırmada, Türkiye’de 500,000’den fazla takipçisi olan 20 sosyal medya hekiminin 1000 paylaşımı içerik analizi ile incelenmiştir. Daha sonra elde edilen veriler ışığında Instagram kullanan farklı uzmanlık alanlarından 10 hekimle derinlemesine yüz yüze yarı yapılandırılmış görüşmeler yapılmıştır. Araştırma sonucunda, sosyal medya hekimliği kavramının ortaya çıkışı piyasa kurumsal mantığı ve sosyal medya süreçlerinin etkileşimiyle gerçekleştiği ifade edilmiş olup kavram tanımlanmıştır.

Keywords

• Sosyal medya hekimliği
• kurumsal mantıklar
• sosyal medya
• Türk sağlık alanı

Transformation in Health: Social Media Physician in Türkiye

Abstract

The aim of this study is to try to understand and explain social media physicians. In this study, firstly, the market institutional logic and social media, which are thought to form the conceptual framework of the concept of social media medicine in the institutional framework, are mentioned. The research is a case study conducted with qualitative research methodology and data triangulation is used in this study. In the study, 1000 posts of 20 social media physicians with more than 500,000 followers in Turkey were analyzed through content analysis. Then, in-depth face-to-face semi-structured interviews were conducted with 10 physicians from different specialties using Instagram. As a result of the research, it was stated that the emergence of the concept of social media physician was realized through the interaction of market institutional logic and social media processes and the concept was defined.

Keywords

• Social media physician
• institutional logics
• social media
• Turkish health care field

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