Users' Consumption of
Healthcare Videos on
Hospital Web Sites
Edgar Huang, PhD
Davide Bolchini, PhD
Josette F. Jones, PhD
School of Informatics
Indiana University–Purdue University Indianapolis
Presented to
the Northeast Business and Economics Association (NBEA) Annual Conference in
Morristown, NJ, on October 1, 2010
Published in International Journal of Pharmaceutical and Healcare Marketing, 5(1), 43-53, 2011
Abstract
While hospitals have done much over the last five years to push new media marketing, little research has been done to find out whether such endeavors are justified by users’ healthcare online information consumption. Using the Delphi technique, this study investigated both users’ healthcare video consumption behavior and their underlying rationales. It was found that hospital healthcare online videos may have a small market today, but online video as an effective marketing and patient education tool may help online users establish and extend their trust in their doctors and further incorporate hospital Web site surfing into their healthcare decision-making.