A dialogical communication in health communication use of websites and Twitter as intermediate: Special in Turkey a review on hospitals

Today, the rapid development of technology and the widesread use of it have led to significant innovations and changes in health communication, as in every field. Institutions have started to use corporate websites as a dialogic communication tool in order to introduce their assets to their target audience and to know their target audience. One of the tools that enable institutions and organizations to perform the dialogic communication they need is web pages. Accordingly, organizations communicate with their target audiences through their websites and have begun to develop strategies to maintain the communication they have established. Corporate web pages, which represent the existence of institutions in the digital environment, are designed in accordance with certain principles, allowing communication and interaction between the institution and its target audience, and at the same time, it is of great importance as a dialogic communication tool in health communication for the creation and maintenance of positive relations based on dialogue with its target audience. In this study, 20 private hospitals were selected by chance among the private hospitals in Istanbul, which is the most densely populated city of Turkey. It is aimed to reveal how effectively and strategically the websites and official Twitter accounts of the selected hospitals were created and used in terms of the five principles that Kent and Taylor established within the scope of Dialogical Communication. The websites of private hospitals were examined according to the content analysis made in 25 different categories, which were created according to five principles based on the ease of use of the interface, the usefulness of information, keeping visitors on the site, ensuring revisit and dialogic cycle. The official Twitter accounts of Private Hospitals were analyzed according to the content analysis made in 18 different categories created according to the five basic principles of dialogic communication. As a result of the research, it is seen that private hospitals have successfully applied the five basic principles of dialogic communication developed by Kent and Taylor to their websites and official Twitter accounts.