"Building Trust Through Social Media: Strategies For B2B Healthcare Companies To Engage Medical Professionals, Researchers, And Patients"

Abstract

The healthcare industry is undergoing a significant transformation, driven by advances in technology, changing patient expectations, and shifting business models (Christensen et al., 2009). In this context, building trust with medical professionals, researchers, and patients is crucial for healthcare B2B companies to establish long-term relationships, drive business growth, and improve health outcomes (Doney & Cannon, 1997). Trust is a multifaceted concept that has been extensively studied in various fields, including business, psychology, and sociology (Morgan & Hunt, 1994). In the context of healthcare B2B, trust refers to the confidence that medical professionals, researchers, and patients have in the expertise, reliability, and integrity of healthcare companies (Kabadayi & Wang, 2013).