ASSESSMENT OF E-HEALTH LITERACY WITH THE AIM OF PROMOTING REPRODUCTIVE HEALTH OF WOMEN
ASSESSMENT OF E-HEALTH LITERACY WITH THE AIM OF PROMOTING REPRODUCTIVE HEALTH OF WOMEN

Summary/Abstract: Digital marketing in healthcare should be primarily patient-centered. In order to be successful, its goals have to be clearly recognized, which assumes the production of pieces of relevant information that can be shared, and whose clearly defined focus is reflected in the goal – to cure people and improve the quality of their lives. E-healthcare consumers can benefit greatly from using Internet marketing. E-healthcare literacy represents in fact a potential protection of the consumers against possible harms, and encourages them to fully participate in the making informed health-related decisions. The persons with a high level of e-health literacy are aware of the risk that the Internet information are sometimes unreliable. To get an insight into the possibilities offered by new information-communication technologies, that is the application of the Internet and social networks aimed at promoting reproductive health of women, a poll was conducted among 610 women of reproductive age (15-50 years). The questionnaire, created with the aim to get information about the e-healthcare literacy, was placed on the Internet. It contained the questions related to the age, education, partnership status, residence place, self-assessment of personal general health, way of obtaining health information, and an adapted five-degree Likert-type scale, created according to the eHEALS questionnaire. The analysis of the obtained results showed that a great majority of polled women consider the Internet useful in making health-related decisions and are well aware of the importance of the Internet-provided healthcare information. The survey participants showed a satisfactory degree of e-healthcare literacy, but it should be pointed out that their trust in the Internet information is lower when making decisions concerning their own health. No connection was observed between the e-healthcare literacy of the participants and their age, residence place, employment, civil relationship, level of physical activity, use of tobacco products, and the own self-assessed health state. On the other hand, a significant association was found between the participants’ education level and the level of e-healthcare literacy.

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