User‐generated content in the era of digital well‐being: A netnographic analysis in a healthcare marketing context

The disruptive strength of digital technologies in healthcare has led to valuable changes in the search for information and the application of these technologies. The introduction of these technologies has altered, sometimes even inverting, the doctor–patient relationship. User‐generated content on social media and online communities represents a form of disruptive cooperation that has huge potential benefits for the future growth of society. Using netnographic analysis of smart patients and data from an online survey of Italian oncologists and health professionals, this paper shows the impact of user‐generated content on the pursuit of personal well‐being. The linkages between new forms of knowledge, business, and innovation are highlighted. Based on an analysis of the emerging concept of systems medicine, this paper focuses on the dimension of participation. A data‐driven approach is adopted, and the data, information, knowledge, and wisdom framework is used to explain how people employ user‐generated content in their pursuit of wellbeing. Managerial perspectives and suggestions for future research developments are discussed.