DEVELOPING POSITIVE IMAGE OF HEALTHCARE PROFESSIONALS IN THE U.S. SOCIAL MEDIA DISCOURSE

Abstract

One of the key indicators of the qualitative assessment of the healthcare system is the integral indicator of the level of population satisfaction with the medical services provided. Satisfaction with medical assistance is a result of the ratio of patient expectations and received medical care, depending on a number of subjective sensations and objective factors. The article considers the representation of doctor (physicians), pharmacists (druggists) and other healthcare professionals in the American FB groups and other social media networks. Aim. The purpose of this work is to study the representation of doctor (physicians), pharmacists (druggists) and other healthcare professionals in the American Facebook groups and other social media networks. It analyzes the main techniques of developing positive images and perceptions of the medical workers on the example of the American Medical Association Facebook community Methodology and research methods. Methods of systematic search, comparative analysis and cognitive-discursive analysis of the most frequently categories in the image of a medical worker are presented in the texts has been implemented in the study. Coefficient of φ-angular Fisher transform, correlation coefficient φ, and cluster analysis were included in the group of analyzing methods. Results and Scientific novelty. It is revealed that the main components of the healthcare professional’s image in most related special AMA sites are the successful sustainability of doctor-patient relations and the team-building model, the best value-based care and the transforming doctor’s practice via special training and educational programs offered by the AMA.

Keywords

• healthcare professional’s image
• patient
• special Facebook group
• social media discourse
• American Medical Association
• e-health