Use of Social Networks in Marketing Communication Strategies of Dental Offices

T. Bilushchak, O. Stadnyk

Abstract


The purpose of the study is to analyze and determine the effectiveness of the promotion of dental services in social networks.

The research methodology was carried out using the method of «goal tree» in Internet marketing strategic planning of the organization of information and advertising support of dental activities in social networks; method of functional modeling, namely the data flow diagrams in Gane-Sarson notation and the decomposition of the context diagram for the development of information and advertising support of the dentist in social networks, was also used. To solve the tasks set in the work, a theoretical analysis of the scientific literature was also conducted and review-analytical monitoring of the state of popularization of dental services on social networks was used as an Internet marketing strategy of a modern dentist. In addition, methods of analysis and synthesis were used to generalize and formulate conclusions.

Results. To implement the marketing communication strategy of the presence of the dental office in social networks, the advantages and disadvantages of each of them were considered. The advantages of using Internet marketing strategy in social networks in dental activities are considered.

To achieve this goal, an information model was developed, namely the «tree of goals», which graphically depicts the step-by-step performance of tasks to achieve the goal. Also, a context diagram was created, which is a means of modeling the functional requirements of the organization of information and advertising activities of dental services and a diagram of the first level of decomposition of the main process. An informational and functional models are proposed to help in planning and conducting a marketing communication strategy for dental offices on social networks.

Novelty. Despite the existence of separate studies in this area, the scientific novelty of the obtained results is that for the first time data flow diagrams and a tree of goals for the organization of information and advertising activities of dental offices on social networks were composed.

Practical meaning. The practical value of the obtained results is due to the fact that the conducted research will allow to use the analysis of the social networking platform in the buildings of the marketing communication strategy of dental services, as well as for proper planning of providing dental services on social platforms.

Key words: social networks, Internet marketing strategy, information and advertising activities, planning, dental services.


References


Alkadhi, O. H., Aleissa, N. K., Almoharib, M. K., & Buquayyid, S. A. (2020). Influence of Social Media on the Patients for Choosing the Dental Clinic- A Cross-sectional Survey. Journal of Clinical & Diagnostic Research, 14, 1, 32–34 [in English].

Alshayea, E., Alqahtani, N. D., Alghofailii, N., Alsaloom, N., & AlhatlanI, N. (2020). Utilization of Social Media in Orthodontic Practice: Practitioner’s Perspective. Bioscience Biotechnology Re-search Communications, 13(3), 1162–1167 [in English].

Kaur, S., Singh, R., & Kaur, S. (2017). How social media can help dental professionals. Interna-tional journal of current research in biology and medicine, 2 (8), 17–21 [in English].

Shakhovska, N., Peleshyshyn, O., Myna Zh., & Bilushchak, T. (2019). Online community infor-mation model for use in marketing activities. Proceedings of the 1st International workshop on control, optimisation and analytical processing of social networks (COAPSN-2019), 2392,

–272 [in English].

Szycman, E., & Boguszewicz-Kreft, М. (2020). Postawy lekarzy wobec aktywności w mediach społecznościowych [Doctors’ attitudes towards activity in social media]. Zarządzanie Mediam, 8, 1, 15–25 [in Poland].

Yousuf, R., Bakar, S., Haque, M., Islam, M. N., & Salam, A. (2017). Medical Professional and Usage of Social Media. Bangladesh Journal of Medical Science, 16 (4), 606–609. https://doi.org/10.3329/bjms.v16i4.33622 [in English].

Andrushkevych, Z. (2014). Internet-marketyngh u socialjnykh merezha [Internet marketing in social networking]. Visnyk Khmeljnycjkogho nacionaljnogho universytetu, 2, 1, 163–166 [in Ukrainian].

Zhurylo, V. (2020). Marketyngh vplyvu jak komunikacijnyj instrument prosuvannja tovariv u so-cialjnykh Internet-merezhakh [Influence marketing as a communication tool for promoting goods on social Internet networks]. Pidpryjemnyctvo ta innovaciji. Naukovyj zhurnal z pytanj ekonomiky ta biznesu, 11, 2, 29–36 [in Ukrainian].

Ivanenko, L. (2016). Socialjni merezhi jak suchasnyj marketynghovyj instrument prosuvannja brendu [Social networks as a modern marketing tool for brand promotion]. Ekonomika i orghanizacija upravlinnja, № 3 (23), 190–197 [in Ukrainian].

Ivanjukha, T., Novikova, Ja. (2017). Kontentna strateghija prosuvannja brendiv u socialjnykh merezhakh [Content strategy for promoting brands on social networks]. Molodyj vchenyj, № 12 (52), 133–135 [in Ukrainian].

Ivashova, N., & Khyzhnjak, M. (2013). Komunikatyvnyj potencial socialjnykh merezh v Internet-marketynghu [Communicative potential of social networks in Internet marketing]. Ekonomichni problemy stalogho rozvytku, materialy Mizhnarodnoji naukovo-praktychnoji konferenciji, prysvjachenoji pam’jati prof. Balacjkogho O. F. [Economic problems of sustainable development, Proceedings of the International Scientific and Practical Conference]. Sumy [in Ukrainian].

Kyfjak, O., & Urda, V. (2017). Marketyngh u cocialjnykh media (SMM) jak instrument prosuvann-ja tovariv ta poslugh [Social media marketing (SMM) as a tool for promoting goods and ser-vices]. Mizhnarodnyj naukovyj zhurnal «Internauka», 14, 123–130 [in Ukrainian].

Kochkina, N., & Kovalenko, D. (2017). Osoblyvosti komunikacijnykh strateghij u socialjnykh me-rezhakh [Features of communication strategies in social networks]. Naukovyj visnyk Mizhnarod-nogho ghumanitarnogho universytetu. Serija: Ekonomika i menedzhment, 25 (1), 125–129 [in Ukrainian].

Kravecj, V., & Klymchuk, A. (2017). Osoblyvosti strateghichnogho upravlinnja komunikacijamy orghanizaciji u socialjnykh merezhakh [Features of strategic management of communications of the organization in social networks]. Ghlobaljni ta nacionaljni problemy ekonomiky, 16, 341–344 [in Ukrainian].

Peleshhyshyn, A. M., Sjerov Ju. O., Berezko O. L., Peleshhyshyn O. P., & Tymovchak-Maksymecj O. Ju. (2012). Procesy upravlinnja interaktyvnymy socialjnymy komunikacijamy v umovakh rozvytku informacijnogho suspiljstva [Processes of management of interactive social communications in the conditions of development of information society]. Ljviv: Nac. un-t «Ljviv. Politekhnika» [in Ukrainian].

Savycjka, N. (2017). Marketyngh u socialjnykh merezhakh: strateghiji ta instrumenty na rynku V2S [Social media marketing: strategies and tools in the B2C market]. Marketing and Digital Technologies, 1, 20–33 [in Ukrainian].

Stadnyk, O., & Bilushhak, T. (2020). Planuvannja informacijno-reklamnoji dijaljnosti stoma-tologhichnykh poslugh u socialjnykh merezhakh [Planning of information and advertising activi-ties of dental services in social networks]. Informacija, komunikacija, suspiljstvo 2020, materialy 9-ji Mizhnarodnoji naukovoji konferenciji ICS-2020 [Information, communication, society 2020, Proceedings of the 9 th International Scientific Conference]. Lviv [in Ukrainian].

Jarmoljuk, O., Fisun, Ju., & Shapovalova, A. (2020). Socialjni merezhi jak suchasnyj instrument prosuvannja [Social networks as a modern tool for promotion]. Pidpryjemnyctvo ta innovaciji. Naukovyj zhurnal z pytanj ekonomiky ta biznesu, 11, 2,62–65 [in Ukrainian].




DOI: http://dx.doi.org/10.32840/cpu2219-8741/2021.2(46).12

Refbacks

  • There are currently no refbacks.


Since 2013, all electronic versions of the journal are stored in the National Library of Ukraine named after VI Vernadsky of the National Academy of Sciences of Ukraine and presented on the portal in the information resource "Scientific Periodicals of Ukraine".

Indexing of the journal in scientometric databases:

The publication is indexed by Citefactor: 2019/2020: 4,54.

The journal is indexed by Google Scholar.

In 2020, the journal was included in the Index Copernicus.

The journal is indexed by Innospace Scientific Journal Impact Factor (SJIF): 2016: 5,899, 2017: 6,435, 2018: 7,037, 2019: 7,431

From 2020, the collection is indexed by ResearchBib.

Journal included in the PKP Index.