Abstract:

The new media offers high communication opportunities and dual interaction opportunities to those in the digital environment and health organizations. It is necessary and advantageous that health institutions are in this digital environment to their objectives, such as providing high quality services, creating their policies in this direction, promoting the advanced perspective and creating confidence. But the size of the new media in health communication can be evaluated from a critical point of view. This is a quality research. In the framework of the semi-configured interview technique, the potential patients need to identify, consult, obtain information, find a doctor, etc. before contacting their health institutions. The role of the internet and the interaction feature in this stage, the positive and negative share of new media environments in this stage, the ability to help the digital environment from the user’s point of view, is assessed by how and by who the patients are directed in these stages. In this context, the patient is informed and asking for information, the choice of health institutions and staff, receiving health care in a safe environment, etc. Patient rights are considered as well. Face-to-face conversations are used in this explanatory study in order to reveal unknown facts and complex processes and create a rational framework for participants’ perceptions. The research results emphasize the insufficiency of health literature on the basis of the repetitive situations and events indicated by the participants, the problems they have identified in their own situations. The use of technological advances in the presentation of health services, the increase in online guidelines will benefit in the implementation of health communication. Keywords: health communication, new media, social networks, e-health services.

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