Özel Hastanelerin Kurumsal İnternet Sayfalarında Yer Alan Haberlere Yönelik Bir İnceleme: Ankara İli Örneği

Yıl 2018, Sayı: 1, 91 - 100, 31.12.2018

Elif Eşiyok Alper Güzel

Öz

İnternet ve bilgi teknolojilerinde son yıllarda yaşanan hızlı gelişmeler ile birlikte sağlık sektöründe yaşanılan rekabet, özel hastanelerin paydaşlarına ulaşması ve onlarla iletişim kurabilmesi için alternatif kanallara yönelmelerini sağlamıştır. Bu nedenle kendi kurumsal internet sayfaları üzerinden farklı hizmetler sunan hastaneler, aynı zamanda bu sayfalarda bir takım haberlere de yer vermeye başlamıştır. Bu çalışmada, Türkiye’nin başkenti olan Ankara’da hizmet sunan 21 özel hastanın kurumsal internet sayfasında yer alan haberler içerik analizi yöntemi ile incelenmiştir. İçerik analizi için beş farklı kategori belirlenmiştir. Elde edilen sonuçlar, genellikle haberlerde hastanede çalışan hekimlerin tanıtımlarına yer verildiği, Check-up hizmetleri ve bunu takiben göz hastalıkları, kadın hastalıkları ve doğum ve estetik plastik cerrahi branşları ile ilgili haberlerin yayınlandığı görülmüştür. Hastanelerin tüketici istek ve beklentilerini anlayarak kurumsal internet sayfalarını bu doğrultuda geliştirmeleri önerilmektedir

Anahtar Kelimeler

Özel Hastane, Sağlık Haberleri, İletişim, İnternet, Yeni Medya

An Analysis on the News in Corporate Web-pages of Private Hospitals in Ankara

Öz

The recent developments on the internet and information technologies, along with the rapid developments in the health sector, have allowed private hospitals to reach out to their stakeholders through using alternative channels. For this reason, hospitals which try to offer various services through their corporate web pages, have also started to publish news on these pages. This study aims to analyze the corporate web pages of 21 private hospitals in Turkey’s capital city, Ankara. The news in the corporate web pages of private hospitals is analyzed by using content analysis, and five different analyzing categories are decided. According to the results acquired, typically, the news consists of the hospital’s own physicians. Much of the news is about Check-up services, ophthalmology, gynecology and obstetrics, and aesthetic plastic surgery branches which are the most popular medical fields. It is suggested that hospitals should understand the needs and expectations of their stakeholders and enhance their corporate web pages in this direction

Anahtar Kelimeler

Private Hospital, Health News, Communication, Internet, New Media

Kaynakça

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