Hastane Halkla İlişkilerinde Yeni İletişim Teknolojilerinin Kullanımı: Hastaların Değerlendirmeleri Üzerine Bir Araştırma

Abstract This study investigates how patients utilize digital communication technologies in hospital public relations, their perceptions of e-health applications, and the influence of demographic factors. A comprehensive literature review—drawing on frameworks such as Diffusion of Innovations and Critical Theory—highlights hospitals’ use of social media, mobile apps, and other digital platforms to enhance patient engagement, manage online reputation, and activate feedback loops. Empirical data were gathered via face‐to‐face surveys with 520 patients in Konya, Turkey, who accessed public or private healthcare services in 2021. The sample was balanced by gender and marital status, predominantly aged 17–24 (36.2%), and spanned all education levels. The Internet Information Sources Scale demonstrated strong reliability (Cronbach’s α = 0.795 overall; 0.853–0.884 for subscales), and exploratory factor analysis confirmed three factors explaining 60.45 % of variance. Patients primarily used the Internet for disease‐related information (67 %), hospital/doctor selection (45 %), and personal care guidance (45 %), with preventive health topics less frequented. Benefit perceptions—measured on a five‐point Likert scale—rose significantly with education (ANOVA p = 0.015), peaking among postgraduates. E‐health application preferences varied: MHRS (62 %) and e‐Nabız (60 %) led overall, with postgraduate patients favoring e‐Nabız (94.1 %), while lower‐educated groups relied more on ALO 182. Chi‐square tests confirmed significant educational differences in application use (p < 0.001). Findings reveal a persistent digital divide and underscore the need for inclusive, adaptable communication strategies that balance innovation with equitable access. By integrating these insights, healthcare institutions can foster trust and sustainable patient relationships in an increasingly digital environment. Future studies should employ qualitative and interdisciplinary methods to capture patients’ nuanced technological experiences. Keywords: e Health Applications, Digital Communication Technologies, Patient Engagement, Digital Divide, Hospital Public Relations