Oglaševanje zasebnih zobnih ordinacij na družbenih omrežjih

magistrsko delo

Povzetek

Zdravje zob in ustne votline postaja vse večja vrednota posameznikov. Zaradi vse večjega števila zasebnih zobnih ordinacij in prezasedenosti javnih zobnih ordinacij se pacienti vse težje odločijo, katero zobno ordinacijo naj izberejo. Pri tem se zatekajo na splet, zbirajo informacije, in navadno izberejo tisto zobno ordinacijo, ki ima dobro oceno na Googlu, se pojavlja na več družbenih omrežjih, ima veliko število pozitivnih mnenj in ima cene, ki so zanje sprejemljive. Oglaševanje zobozdravstvenih storitev, ki jih posamezna zasebna zobna ordinacija ponuja, je ključnega pomena za povečanje obsega dela. Pri tem imajo še večji pomen spletni oglasi, saj dosežejo širšo ciljno publiko. Bistveno je, da je v oglasu navedeno, kaj zobna ordinacija ponuja in po kakšni ceni, da pritegne tiste paciente, ki jim je storitev namenjena. Namen raziskovalnega dela je ugotoviti, kako razvito je področje spletnega oglaševanja zasebnih zobnih ordinacij v Sloveniji. Zanimalo nas je, ali se zobne ordinacije že poslužujejo oglasov na družbenih omrežjih, če se, na katerih in kaj s tem pridobijo. Hkrati smo želeli pridobiti še pogled pacientov na oglaševanje, v smislu na katerih družbenih omrežjih najpogosteje zasledijo oglase za zobozdravstvene storitve, kakšni oglasi jih pritegnejo oz. katere zobozdravstvene vsebine so jim najbolj zanimive. Najprej smo opravili pregled literature, na podlagi katere smo zasnovali našo raziskavo. Podatke, potrebne za analizo, smo pridobili z analizo anketnih vprašalnikov in odgovorov pridobljenih z intervjuji. Raziskava je pokazala, da se zobne ordinacije v Sloveniji že poslužujejo oglaševanja na družbenih omrežjih, vendar velja to za področje, ki ga je potrebno še precej razviti. Prevladujejo neplačani oglasi, ki večinoma zajemajo deljenje preventivnih postopkov, dobrih praks in slik »prej in potem«. Hkrati smo ugotovili, da je 78,6 odstotkov anketirancev že opazilo oglase za zobozdravstvene storitve na družbenih omrežjih, najpogosteje na Facebooku in spletnem iskalniku Google. Med oglasi jih najbolj zanimajo prikazi postopkov preventive, prikazi najnovejših tehnik in postopkov in slike primerjave nasmehov »prej in potem«. Ugotovili smo, da oglaševanje zasebnih zobnih ordinacij na družbenih omrežjih v Sloveniji še ni tako razvito, kot bi lahko bilo. Mnoge zobne ordinacije se tega še ne poslužujejo, bodisi zato ker imajo dovoljšen obseg dela bodisi zato ker se jim trenutno še ne zdi, da bi s tem kaj pridobili. Menimo, da bodo v prihodnje del časa morali nameniti tudi temu področju, saj bo za prepoznavnost zobne ordinacije to samo pozitivno. Podali smo tudi predlog za nadaljnjo raziskavo, ki bi se osredotočila na vsebino zobozdravstvenih oglasov, ki pritegnejo paciente. Najti je potrebno področja oz. storitve, ki jih je smiselno oglaševati, saj bi tako prihranili čas in denar.

Ključne besede

zasebna zobna ordinacija;oglaševanje;družbena omrežja;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2023
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM FOV - Fakulteta za organizacijske vede
Založnik:	[E. Bohak]
UDK:	659.1
COBISS:	164436227
Št. ogledov:	26
Št. prenosov:	4
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Advertising private dental practises on social media
Sekundarni povzetek:	The health of the teeth and oral cavity is becoming an increasing value for individuals. Due to the growing number of private dental practices and the overcrowding of public dental practices, it is increasingly difficult for patients to decide which dental office to choose. In doing so, they resort to the Internet, gather information, and usually choose the dental practice that has a good rating on Google, appears on several social networks, has a large number of positive reviews and has acceptable prices for them. Advertising the dental services offered by a private dental practice is crucial to increase the volume of work. Online advertisements are even more important, as they reach a wider target audience. It is essential that the advertisement states what the dental practice offers and what the price is in order to attract those patients for whom the service is intended. The purpose of the research is to find out how developed is the field of online advertising of private dental practices in Slovenia. We were interested in whether dental offices already use advertisements on social networks, if so, on which ones and what they gain by doing so. At the same time, we also wanted to obtain the patients' view of advertising. We were interested on which social networks they most often see the advertisements for dental services, what kind of advertisements attract them, or which dental topics are they most interested in. First, we conducted a review of the literature, on the basis of which we designed our research. The data necessary for the analysis was obtained by analysing the questionnaires and answers obtained through interviews. The research showed that dental practices in Slovenia already use social media advertising, but this is an area that still needs to be developed considerably. Unpaid advertisements dominate, mostly sharing preventive procedures, good practices, and "before and after" pictures. At the same time, we found that 78.6 percentages of the respondents had already seen advertisements for dental services on social networks, most often on Facebook and Google. Among the advertisements, the most interesting to the respondents are displays of prevention procedures, displays of the latest techniques and procedures, and pictures comparing "before and after" smiles. We found that advertising of private dental practices on social networks in Slovenia is not yet as developed as it could be. Many dental practices do not yet use this kind of advertising, either because they have a sufficient volume of work, or because they do not feel that they would gain anything from it at the moment. We believe that in the future they will have to devote some time to this area as well, as this will only have positive impact on the recognition of the dental office. We also made a proposal for further research that would focus on the content of dental advertisements that attract patients. It is necessary to find areas or services that make sense to advertise, as this would save both time and money.
Sekundarne ključne besede:	Oglaševanje;Družbena omrežja (internet);Univerzitetna in visokošolska dela;
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Fak. za organizacijske vede
Strani:	VII, 104 f.
ID:	19309254