INFORMATION SOURCES AND RECOMMENDATION CHANNELS INFLUENCING PATIENTS’ CHOICES OF WOMEN’S PHYSIOTHERAPY CLINICS: A CASE STUDY OF THE OSTEO KOBIETA CLINIC

Abstract

Background and Objectives: When choosing a healthcare provider, female patients rely on a variety of information sources and recommendation channels. With ongoing digitalisation, online reviews and educational content on social media are becoming increasingly important. This study aimed to analyse sources of information about the private Osteo Kobieta clinic in Gdynia, and identify factors influencing patients’ choices of women’s physiotherapy services.

Study Design and Methods: A cross-sectional study was conducted from January to June 2025 during the registration of the patients’ first visit. A paper-based survey was completed by 550 women aged 23–70 years. The questionnaire addressed information sources (friend recommendations, physician referrals, online reviews, social media) and assessed the perceived credibility of each channel using a five-point Likert scale.

Results: The most common information source was recommendations from friends (49%), followed by gynaecologist referrals (23%). Google Maps reviews were important (12%), especially among younger patients. Social media content played a supporting role, with over half of respondents declaring that it builds trust in the clinic. The credibility ratings were noted for physician referrals (mean rating 4.7/5) and friend recommendations (4.5/5).

Practical Implications: The findings highlight the need to combine relationship marketing based on personal and physician referrals with a professional digital presence. Educational content on social media enhances transparency, the credibility of services, and the authority of specialists.

Conclusions and Summary: The study confirms that personal and physician recommendations are key drivers of patients’ decisions, while digital sources play a complementary role in strengthening confidence and supporting the choice of healthcare providers. The results provide a basis for further analysis of the role of social media content in healthcare marketing and its impact on patients’ decision-making across age groups.