A Study on Consumer-Centric Health Information Provision Strategy Using SWOT-AHP -Focusing on the National Health Information Portal

Approximately 70% of Koreans access health and medical information online. Health information providers play a crucial role in enhancing public health by ensuring that individuals can effectively consume and utilize this information according to their information-seeking behaviors. However, existing tools for evaluating health information websites have significant limitations. These tools are often one-size-fits-all and lack strategic recommendations for delivering consumer-centered health information. There is a clear need for alternative approaches beyond merely identifying the quality factors that satisfy consumers. A Strengths, Weaknesses, Opportunities, and Threats-Analytic Hierarchy Process (SWOT-AHP) evaluates both internal and external environmental factors of a health information website, which provides strategies based on the prioritization and weighting of quality factors. Specifically, the 'National Health Information Portal,' a platform provided by the Korea Disease Control and Prevention Agency, was assessed through a comprehensive review of prior research and a SWOT analysis, followed by an AHP survey involving 15 experts specializing in health information websites. The findings of the analysis indicate that the most effective development strategy is the SO (Strengths-Opportunities) strategy. This study highlights the need to move beyond uniform evaluation tools and consider the dynamic and complex nature of the Internet, emphasizing the importance of developing prioritized strategies based on evaluations from both consumers and providers.