The Influence of Social Media Reviews on Customer Choice to Use Telemedicine Services

Nowadays, ICTs have become more widely used for healthcare purposes worldwide. Telemedicine has become one of the key pillars of a smart healthcare system. The year 2020 has underscored the importance and necessity in remote medical help globally. In this situation, it was important to determine customers' attitudes toward telemedicine, their intentions to use this service, and factors affecting their medical choices. The first Russian telemedicine clinic exemplified the telemedical care provider for this research. The goal of this research was the determination of reviews on social media on consumer's desire to use telemedicine services. As part of the study, a content analysis of reviews on social networks was carried out in order to determine the most unsettling aspects of telemedicine for consumers. Within the study, a survey was also conducted among consumers on the topic of how certain reviews and comments influence their desire to use telemedicine services. Based on the data obtained, the customer journey was built for the telemedicine patient, and conclusions were also drawn about the importance of reviews for consumers. As the results of the research, there were given recommendations for the clinic about digital customer engagement.