Healthcare Marketing Evolution: A Comprehensive Exploration of New-Age Strategies and Patient-Centric Paradigms

Hafize Nurgül Durmuş Şenyapar

doi:10.37880/cumuiibf.1429844

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Sağlık Hizmetleri Pazarlama Evrimi: Yeni Çağ Stratejileri ve Hasta Merkezli Paradigmaların Kapsamlı Bir Keşfi

Öz

Bu nitel keşif araştırması, sağlık hizmeti sunumu, teknolojik ilerlemeler ve gelişen pazarlama stratejileri arasındaki dinamik etkileşimi inceleyerek dijital varlığın, içerik pazarlamasının, kişiselleştirmenin, uzaktan sağlık hizmetlerinin ve mobil sağlık uygulamalarının hasta katılımını ve sağlık hizmeti sunumunu nasıl şekillendirdiğini keşfederek modern sağlık pazarlama stratejilerini kapsamlı bir şekilde analiz etmektedir. Araştırma, düzenleyici ortamlar ve teknolojik yenilikler gibi faktörleri içeren çağdaş sağlık pazarlama stratejilerinin bütünsel bir görünümünü sunmak için içgörüleri sentezler. Bu amaçları ele alarak çalışma sağlık pazarlaması alanındaki akademik tartışmalara değerli içgörüler sunmakta, dijital çağda hasta katılımı ve sağlık hizmeti sunumu için bunların etkilerinin nüanslı bir anlayışını sunmaktadır. Çalışmanın sonuçları, modern pazarlama tekniklerinin sağlık sektöründeki yenilikçi potansiyelini göstermektedir. Hasta katılımını artırma, güvenilirlik kurma ve hasta sonuçlarını iyileştirme, sağlık profesyonelleri tarafından dijital yenilik, kişiselleştirme ve hasta odaklı yaklaşımların benimsenmesiyle mümkündür. Değişen hasta taleplerine ve tercihlerine uyum sağlamak için sağlık hizmet sunan işletmelerinin bu taktikleri kullanması gerekmektedir.

Anahtar Kelimeler

Healthcare Marketing Evolution: A Comprehensive Exploration of New-Age Strategies and Patient-Centric Paradigms

Abstract

This qualitative exploratory research comprehensively analyses modern healthcare marketing strategies by investigating the dynamic interplay between healthcare provision, technological advancements, and evolving marketing strategies by exploring how digital presence, content marketing, personalization, telehealth, and mobile health applications collectively shape patient engagement and healthcare delivery. The research synthesizes insights to present a holistic view of contemporary healthcare marketing strategies, incorporating factors such as regulatory environments and technological innovations. By addressing these objectives, the study contributes valuable insights to the academic discourse on healthcare marketing, offering a nuanced understanding of their implications for patient engagement and healthcare delivery in the digital era. The study’s conclusions demonstrate the revolutionary potential of modern marketing techniques in the healthcare industry. Enhancing patient involvement, establishing credibility, and improving patient outcomes are all possible for healthcare professionals by adopting digital innovation, personalization, and patient-centric approaches. To be competitive in the ever-changing healthcare market, healthcare companies must use these tactics to adjust to changing patient demands and preferences.

Keywords

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Hafize Nurgül Durmuş Şenyapar ^*
0000-0003-0927-1643
Türkiye

Erken Görünüm Tarihi

25 Temmuz 2024

Yayımlanma Tarihi

29 Temmuz 2024

Gönderilme Tarihi

1 Şubat 2024

Kabul Tarihi

3 Mayıs 2024

Yayımlandığı Sayı

Yıl 2024 Cilt: 25 Sayı: 3

DOI

https://doi.org/10.37880/cumuiibf.1429844

IZ

https://izlik.org/JA64DM48XR

Kaynak Göster

RIS / Bibtex

APA

Durmuş Şenyapar, H. N. (2024). Healthcare Marketing Evolution: A Comprehensive Exploration of New-Age Strategies and Patient-Centric Paradigms. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 25(3), 440-455. https://doi.org/10.37880/cumuiibf.1429844

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