Abstract
The study explores how dental healthcare providers use social network websites, in particular, Facebook, to communicate with patients and potential customers, manage relationships and build brand image. An exploratory investigation was carried on based on a cross-case study of four small dental clinics with a Facebook presence. Results indicate that Facebook offers room to create an interactive environment where clinics can communicate in real-time with patients, getting them engaged in ongoing dialogues beyond traditional doctor consultations. Through online social networks, it is possible to provide dental healthcare information, follow-up of treatments and answer questions, making processes more efficient and customer-oriented and facilitating the development of closer relationships with patients. The paper outlines some challenges for online health social network managers.
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