Users’ consumption of healthcare videos on hospital web sites

Purpose – While hospitals have done much over the last five years to push new media marketing, little research has been done to find out whether such endeavors are justified by users’ healthcare online information consumption. This study attempts to find evidence for or against such endeavors. Design/methodology/approach – Using the Delphi technique, this study investigated both users’ healthcare video consumption behavior and their underlying rationales through three rounds of questions among 30 users of varied demographic backgrounds as a purposive sample. Findings – Most participants did not watch videos hospital web sites because of their stereotypical understanding that hospital web sites provide no more than clerical information and because of videos’ perceived inefficiency in delivering relevant and personalized information. However, most participants expressed their willingness to watch videos if the presentation is improved. Research limitations/implications – Although the Delphi technique is arguably the best approach when there is no defined population for sampling, a small sample may still be inadvertently biased toward the participants. Practical implications – Hospitals need to make users aware of the abundant healthcare information in multimedia formats including video on their web sites, present the relevant content, and make such presentations easily digestible. Social implications – Hospitals’ move into online new media marketing may help hospitals establish levels of trust with their online users comparable to the levels doctors currently enjoy and encourage consumers to visit hospital web sites as part of their healthcare decision-making process. Originality/value – For the very first time, this study has answered from the users’ perspective and with evidential support the question whether hospitals’ march into new media marketing is justified.