How Social Media Platform can Support Value Cocreation Activities in Healthcare

The purpose of this paper is to analyse how healthcare organizations use social media platform to facilitate value co-creation processes. In the last decade, healthcare system and researchers have recognized patients more active role in co-creating the healthcare service experience. The centrality of patients is emphasised within Service Dominant Logic as they are viewed as both co-creators of value and also resource integrators. In order to understand how healthcare organizations are adopting social media technologies to address the challenges they face, the paper presents the results of a content analysis of comments, information and videos posted on the Facebook pages of an Italian healthcare organization. Although there are high expectations that the use of social media will provide more patient centred care, there is currently little evidence within the academic literature showing the health benefits of the use of social media by patients and healthcare institutions. The findings of this study have important implications for public healthcare organizations in order to understand how implement social media platform and establish procedures to facilitate the value co-creation process.

L'obiettivo del paper è quello di analizzare in che modo le organizzazioni della salute usano le piattaforme sociali (social networks) per facilitare i processi di co-creazione di valore.