A netnographic exploration listening to online consumer conversations

Consumer conversations on a health-related electronic bulletin board are analyzed to investigate two key processes instrumental to creativity: analogical reasoning and reflective reframing. A netnographic analysis of these two creative strategies revealed two consistent themes of physician partnership and personal outcomes. To study the implications of these two themes for hospital communications, a content analysis of 40 comprehensive cancer-center Web sites was conducted. The results demonstrate a gap: although patients in online conversations emphasize physician partnership and personal outcomes, the majority of hospital communications emphasize reputation, expertise, and compassion. Strategic recommendations grounded in consumer conversations conclude the article.