INFLUENCE OF DIGITAL MARKETING STRATEGIES ON CONSUMER ENGAGEMENT IN THE HEALTHCARE INDUSTRY

Abstract [English]

There has been total or partial switches on the marketing technology by the authorities in the healthcare industry to ensure patient satisfaction. The following research paper focuses on the effects of digital marketing on consumer interaction across the health care industry. In this work, going through the analysis of different types of digital marketing, such as social networks, e-mail, SEO, and Web advertizing, the study aims at explaining how these approaches influence the patients’ information perception, their trust, and decision-making. The paper also looks at the applicability of personal communication, content marketing, and patient’s feedback as influencers of consumer behaviour and the formation of long-term business relations with service providers in the healthcare industry. The digital marketing in healthcare: engaging patients through social media study, based on both survey and interview data collected from 94 healthcare practitioners and professionals and from patients in focus groups, proposes several determinants of health digital engagement and guidelines for effective digital marketing by healthcare organizations. The results of this study imply that, in addition to increasing the level of patient involvement, digital marketing in healthcare improves patient care through advocating for patients’ rights to information about their condition and to receive health care. This paper will be useful to healthcare marketers who are looking forward to adopting digital technologies to improve patient engagements and services.