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

Abstract

Oz Internet ve bilgi teknolojilerinde son yillarda yasanan hizli gelismeler ile birlikte saglik sektorunde yasanilan rekabet, ozel hastanelerin de paydaslarina ulasmasi ve onlarla iletisim kurabilmesi icin alternatif kanallarina yonelmelerini saglamistir. Bu nedenle kendi kurumsal internet sayfalari uzerinden birden fazla hizmet saglamaya calisan hastaneler, ayni zamanda bu sayfalarda bir takim haberlere de yer vermeye baslamistir. Bu calismada, Turkiye’nin baskenti olan Ankara’da hizmet sunan ozel hastanelerin kurumsal internet sayfalarinda yer alan haberlerin dogasi, icerik analizi yontemi ile incelenmistir. Calismanin orneklemini 21 ozel hastaneye ait kurumsal internet sayfasi olusturmaktadir. Elde edilen sonuclar, genellikle haberlerde hekim tanitimlarina yer verildigini, Check-up hizmetleri ve bunu takiben ozellikle goz hastaliklari, kadin hastaliklari ve dogum ve estetik plastik cerrahi branslari ile ilgili haberlerin cogunlukla yer aldigi gorulmustur. Hastanelerin tuketici istek ve beklentilerini anlayarak kurumsal web sayfalarini bu dogrultuda gelistirmeleri ve interaktif uygulamalara yer vermeleri onerilmektedir. Anahtar kelimeler: ozel hastane, saglik haberleri, iletisim, internet, yeni medya An Analysis on the News in the Corporate Web-Pages of Private Hospitals: An Example Of Ankara ABSTRACT With the rapid development of internet and communication technologies, competition in the health sector has allowed private hospitals to use alternative channels to reach and communicate with their audience. For this reason, the hospitals, which try to provide more than one service through their own corporate internet pages, also started to put some news on these pages. This study examines the corporate web pages of the private hospitals in Turkey's capital city, Ankara. The nature of the news in the corporate web pages were analyzed through content analysis . The sample of the study is the corporate web pages of 18 hospitals. The results showed that, mostly the news were about the hospital’s own physicians. Also, the news about check-up services, ophthalmology, gynecology and obstetrics, and aesthetic plastic surgery branches took place after physicians’ news. It is suggested that hospitals should understand the needs and expectations of the clients and enhance their corporate web pages accordingly, and also more interactive applications should occur in their corporate web sites. Keywords: private hospital, health news, communication, internet, new media