Crimson Publishers Publish With Us Reprints e-Books Video articles

Abstract

Novel Research in Sciences

Social Media as a New Communication Tactic for Traditional Chinese Medical Doctors: The Case of Hong Kong

  • Open or ClosePaul Leung*, Jamie Lo and Veronica Hui

    Associate Professor, Faculty of Management and Hospitality, Technological and Higher Education Institute of Hong Kong, Hong Kong

    *Corresponding author: Paul Leung, Associate Professor, Faculty of Management and Hospitality, Technological and Higher Education Institute of Hong Kong, Hong Kong

Submission: March 22, 2022;Published: April 18, 2022

Abstract

Traditional Chinese medicine (TCM) has been regarded as one of the oldest healthcare treatments [1]. In the single year of 2017, there were 2,642 million visits to traditional Chinese medical services in China Mainland, which accounted for 32.3% of the total market and year-on-year growth of 5.6% [2]. In Aw [2] study, results identified a structural difference in TCM visitation among different age groups and zones of residence. The market landscape is changing. The promotion and development of traditional Chinese medical services have become an alternative to healthcare treatments worldwide. The professional practices, however, are facing the complication of new communication technologies and the changing preferences of the patients. This paper is a part of a continuing study on modern TCM practices. It aimed at investigating the potential of social media as communication channels for TCM practitioners and the perceived barriers in related capitalisations.

Keywords: Keywords:Traditional chinese medical practices; Social media; Patients communication preferences

Get access to the full text of this article