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

Yıl 2024, Cilt: 25 Sayı: 3, 440 - 455

Hafize Nurgül Durmuş Şenyapar

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

Öz

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.

Anahtar Kelimeler

Healthcare Marketing Strategies Digitalization in Healthcare Patient-centric Marketing Strategies Telehealth Strategies Content Marketing in Healthcare

Kaynakça

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

Yıl 2024, Cilt: 25 Sayı: 3, 440 - 455

Hafize Nurgül Durmuş Şenyapar

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

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

Sağlık Hizmetleri Pazarlama Stratejileri Sağlık Hizmetlerinde Dijitalleşme Hasta Merkezli Pazarlama Stratejileri Tele Sağlık Stratejileri Sağlık Hizmetlerinde İçerik Pazarlaması

Kaynakça

  • Abekah-Nkrumah, G., Yaa Antwi, M., Braimah, S. M., & Ofori, C. G. (2021). Customer relationship management and patient satisfaction and loyalty in selected hospitals in Ghana. International Journal of Pharmaceutical and Healthcare Marketing, 15(2), 251–268. https://doi.org/10.1108/IJPHM-09-2019-0064
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  • Cornwell, T. B. (2020). Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events (2nd ed.). Routledge. https://doi.org/10.4324/9780429325106
  • Elrod, J. K., & Fortenberry, J. L. (2020a). Advertising in health and medicine: Using mass media to communicate with patients. BMC Health Services Research, 20(1), 818. https://doi.org/10.1186/s12913-020-05599-3
  • Elrod, J. K., & Fortenberry, J. L. (2020b). Direct marketing in health and medicine: Using direct mail, email marketing and related communicative methods to engage patients. BMC Health Services Research, 20(1), 822. https://doi.org/10.1186/s12913-020-05603-w
  • Emamgholipour, S., & Agheli, L. (2019). Determining the structure of pharmaceutical industry in Iran. International Journal of Pharmaceutical and Healthcare Marketing, 13(1), 101–115. https://doi.org/10.1108/IJPHM-06-2017-0030
  • Farsi, D. (2021). Social Media and Health Care, Part I: Literature review of social media use by health care providers. Journal of Medical Internet Research, 23(4), e23205. https://doi.org/10.2196/23205
  • Finch, H., Abasi-Amefon, A., Jung, W., Potter, L., & Palmer, X.-L. (2023). Commentary on healthcare and disruptive innovation. In R. L. Wilson & M. B. Curran (Eds.), Proceedings of the 18th International Conference on Cyber Warfare and Security, ICCWS (pp. 77–84). Acad Conferences Ltd. https://www.webofscience.com/wos/woscc/full-record/WOS:001047434700010
  • Gabelaia, I. (2024). The application of design thinking in healthcare marketing: a systematic review. In Modern Healthcare Marketing in the Digital Era (pp. 193–210). IGI Global. https://doi.org/10.4018/979-8-3693-0679-6.ch011
  • Gans, R. (2021). Missing the mark in marketing healthcare services to emergent populations: Why we go wrong and how we might do better. International Journal of Healthcare Management, 14(4), 1429–1434. https://doi.org/10.1080/20479700.2020.1763234
  • Hanson, C., & Minicozzi, A. (2024). How does health spending among demographic groups compare to Affordable Care Act premium regulations? Journal of Risk and Insurance, 91(1), 37–55. https://doi.org/10.1111/jori.12455
  • Hanulakova, E., Daňo, F., Kukura, M., & Hula, R. (2021). Marketing in social innovations targeted at healthcare. Marketing i Menedžment Innovacij, 3, 90–107.
  • Hendry, N. A. (2023). “Hey lovely! Don’t miss this opportunity!” Digital temporalities of wellness culture, email marketing and the promise of abundance. Journal of Sociology, 59(3), 664–681. https://doi.org/10.1177/14407833221101397
  • Holden, A., Nanayakkara, S., Skinner, J., Spallek, H., & Sohn, W. (2021). What do Australian health consumers believe about commercial advertisements and testimonials? A survey on health service advertising. BMC Public Health, 21(1), 74. https://doi.org/10.1186/s12889-020-10078-9
  • Hung, C.-L., Wu, J.-H., Chen, P.-Y., Xu, X., Hsu, W.-L., Lin, L.-M., & Hsieh, M.-C. (2023). Enhancing healthcare services and brand engagement through social media marketing: Integration of Kotler’s 5A framework with IDEA process. Information Processing & Management, 60(4), 103379. https://doi.org/10.1016/j.ipm.2023.103379
  • Iacobucci, D., & Popovich, D. (2022). Studying healthcare from a marketing perspective. Foundations and Trends® in Marketing, 15(2), 86–152. https://doi.org/10.1561/1700000071
  • Jafri, F. I., Ancha, N., Roy, A., Ahmad, S., Riaz, H., & Hyman, C. (2023). TikTok and irritable bowel syndrome (IBS): A cross-sectional study of social media content quality. Journal of Public Health-Heidelberg. https://doi.org/10.1007/s10389-023-02062-5
  • Jakovljevic, M., Lamnisos, D., Westerman, R., Chattu, V. K., & Cerda, A. (2022). Future health spending forecast in leading emerging BRICS markets in 2030: Health policy implications. Health Research Policy and Systems, 20(1), 23. https://doi.org/10.1186/s12961-022-00822-5
  • Jalal, A. N., Bahari, M., & Tarofder, A. K. (2021). Transforming traditional CRM into social CRM: An empirical investigation in Iraqi healthcare industry. Heliyon, 7(5). https://doi.org/10.1016/j.heliyon.2021.e06913
  • Kar, R., & Wasnik, A. (2024). Progress and trends in healthcare marketing strategy (2018–2022): A descriptive and bibliometric analysis of the Web of Science (WOS) dataset. International Journal of Pharmaceutical and Healthcare Marketing, ahead-of-print(ahead-of-print). https://doi.org/10.1108/IJPHM-12-2022-0106
  • Khan, K. S., Imran, A., & Nadir, R. (2024). AI-Driven transformations in healthcare marketing: A qualitative inquiry into the evolution and impact of artificial intelligence on online strategies. Journal of Population Therapeutics and Clinical Pharmacology, 31(1), Article 1. https://doi.org/10.53555/jptcp.v31i1.3954
  • Kim, M., Sohn, H., Choi, S., & Kim, S. (2023). Requirements for trustworthy artificial intelligence and its application in healthcare. Healthcare Informatics Research, 29(4), 315–322. https://doi.org/10.4258/hir.2023.29.4.315
  • Kolade, O., Martinez, R., Awe, A., Dubin, J. M., Mehran, N., Mulcahey, M. K., & Tabaie, S. (2023). Misinformation about orthopaedic conditions on social media: Analysis of TikTok and Instagram. Cureus Journal of Medical Science, 15(12), e49946. https://doi.org/10.7759/cureus.49946
  • Kumar, P., Dwivedi, Y. K., & Anand, A. (2023). Responsible artificial intelligence (AI) for value formation and market performance in healthcare: the mediating role of patient’s cognitive engagement. Information Systems Frontiers, 25(6), 2197–2220. https://doi.org/10.1007/s10796-021-10136-6
  • Le, H., Chen, R., Harris, S., Fang, H., Lyn-Cook, B., Hong, H., Ge, W., Rogers, P., Tong, W., & Zou, W. (2024). RxNorm for drug name normalization: A case study of prescription opioids in the FDA adverse events reporting system. Frontiers in Bioinformatics, 3, 1328613. https://doi.org/10.3389/fbinf.2023.1328613
  • Li, L., Cui, X., & Feng, W. (2023). Enhancing patient satisfaction in cross-regional healthcare: a cross-sectional study in the knowledge-based healthcare area. Journal of the Knowledge Economy. https://doi.org/10.1007/s13132-023-01685-z
  • Lindgren, A., & Mohidin, D. (2020). Applying digital marketing methods in the healthcare industry: A case study at immuneed. Master’s Thesis, Uppsala University, https://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-413262
  • Liu, K., & Tao, D. (2022). The roles of trust, personalization, loss of privacy and anthropomorphism in public acceptance of smart healthcare services. Computers in Human Behavior, 127, 107026. https://doi.org/10.1016/j.chb.2021.107026
  • Liu, P., Li, X., & Zhang, X. M. (2023). Healthcare professionals’ and patients’ assessments of listed mobile health apps in China: A qualitative study. Frontiers in Public Health, 11, 1220160. https://doi.org/10.3389/fpubh.2023.1220160
  • Mahony, L. O., Shea, E. O., O’Connor, E. M., Tierney, A., Harkin, M., Harrington, J., Kennelly, S., Arendt, E., O’Toole, P. W., & Timmons, S. (2023). A qualitative study of older adults’ and healthcare professionals’ perspectives on the potential of functional food products to support healthy ageing. Journal of Functional Foods, 107, 105689. https://doi.org/10.1016/j.jff.2023.105689
  • Marcu, R., & Popescu, D. (2020). Healthcare customer relationship management: marketing process deliverable approach. Studies in Informatics and Control, 29(3), 329–336. https://doi.org/10.24846/v29i3y202006
  • Marcu, R., Popescu, D., & Danila, I. (2020). Optimize recommendation engine for marketing system in healthcare CRM. 2020 12th International Conference on Electronics, Computers and Artificial Intelligence (ECAI), 1–6. https://doi.org/10.1109/ECAI50035.2020.9223211
  • Mariciuc, D. F. (2022). Using virtual assistants as relationship marketing instruments. Ovidius University Annals, Economic Sciences Series, 22(1), 634–641.
  • Mehta, S. (2022). Healthcare marketing. In healthcare system management: Methods and techniques (pp. 239–260). Springer.
  • Mishra, M. (2023). Locating the role of altering nature of public healthcare as a “commodity” in a market society. International Journal of Human Rights And Constitutional Studies, 10(2), 147–162. https://doi.org/10.1504/IJHRCS.2023.130010
  • Mishra, P., & Singh, G. (2023). Internet of medical things healthcare for sustainable smart cities: current status and future prospects. Applied Sciences-BASEL, 13(15), 8869. https://doi.org/10.3390/app13158869
  • Mondal, R., & Ray, P. K. (2023). A framework for occupational health risk assessment of nursing personnel in Indian healthcare system. IISE Transactions on Healthcare Systems Engineering. https://doi.org/10.1080/24725579.2023.2279759
  • Muyassarova, M. M., A, A. S., & Boltaboyev, S. E. (2024). The essence and significance of healthcare marketing. Academia Repository, 5(2), Article 2.
  • Park, S.-Y., Yun, G. W., Cook, D. M., & Coppes, M. J. (2023). Consumer perceptions of information features in healthcare service advertisements and attitudes toward advertising. International Journal of Pharmaceutical and Healthcare Marketing, 17(2), 209–228. https://doi.org/10.1108/IJPHM-02-2022-0016
  • Patel, Z., Patel, C. oreper, J., Patel, H., & Sajedeen, A. (2020). Healthcare professionals’ perceptions of infographics within medical information response letters. Therapeutic Innovation & Regulatory Science, 54(6), 1382–1387. https://doi.org/10.1007/s43441-020-00164-w
  • Paul, J., Bhojak, N., Modi, A., Jani, D., & Momin, M. (2023). Assess the website content of the healthcare organizations for heart patients through CRRAV model. International Journal of Healthcare Management. https://doi.org/10.1080/20479700.2023.2195197
  • Pilon, L., Foster, A., Zimmerman, P.-A., & Macbeth, D. (2023). The role of online marketing to engage healthcare workers with infection prevention and control information and resources: A pilot study. INFECTION DISEASE & HEALTH, 28(3), 168–176. https://doi.org/10.1016/j.idh.2023.02.002
  • Pol, H., van der Herberg, E., Barten, D.-J., Tielen, J., & van der Veen, G. (2023). Brand orientation as a marketing perspective for primary healthcare organizations. International Journal of Healthcare Management. https://doi.org/10.1080/20479700.2023.2248373
  • Prudnikov, Y., & Nazarenko, A. (2021). The role of content marketing in the promotion of medical goods and services. Health Economics and Management Review, 2(1), 23–29. https://doi.org/10.21272/hem.2021.1-02
  • Renu, N. (2021). Innovative healthcare marketing strategies during COVID-19. Journal of Marketing Management, 9, 45–49. https://doi.org/10.15640/jmm.v9n2a7
  • Sanan, P. (2023). CRM capability and service innovation in healthcare: Evidence from India. ASIA PACIFIC Journal of Health Management, 18(1), i2471. https://doi.org/10.24083/apjhm.v18i1.2471
  • Schwartz, L. M., & Woloshin, S. (2019). Medical marketing in the United States, 1997-2016. JAMA, 321(1), 80–96. https://doi.org/10.1001/jama.2018.19320
  • Singh, K., Li, S., Jahnke, I., Alarcon, M. L., Mosa, A., & Calyam, P. (2023). Improving big data governance in healthcare institutions: User experience research for honest broker based application to access healthcare big data. Behaviour & Information Technology. https://doi.org/10.1080/0144929X.2023.2196596
  • Skoglund, K., Ahlman, E., Mallin, S., & Holmgren, J. (2024). Intensive care nurses’ experiences of caring for patients during the COVID-19 pandemic based on an analysis of blog posts. Nursing in Critical Care, 29(1), 40–48. https://doi.org/10.1111/nicc.12931
  • Solo-Josephson, P., Murren-Boezem, J., & Zettler-Greeley, C. M. (2023). Pediatric, urgent care telemedicine during COVID-19: a comparative analysis. Telemedicine and E-Health, 29(9), 1366–1373. https://doi.org/10.1089/tmj.2022.0443
  • Tang, J. E., Arvind, V., White, C. A., Dominy, C., Kim, J. S., Cho, S. K., & Walsh, A. (2023). Using sentiment analysis to understand what patients are saying about hand surgeons online. Hand, 18(5), 854–860. https://doi.org/10.1177/15589447211060439
  • Thompson, J., Lynch, M., Sullivan, H. W., Aikin, K. J., Dolina, S., & Brewington, M. (2023). Complexity of data displays in prescription drug advertisements for healthcare providers. Therapeutic Innovation & Regulatory Science, 57(4), 712–716. https://doi.org/10.1007/s43441-023-00523-3
  • Tsai, W.-H. S., Lun, D., Carcioppolo, N., & Chuan, C.-H. (2021). Human versus chatbot: Understanding the role of emotion in health marketing communication for vaccines. Psychology & Marketing, 38(12), 2377–2392. https://doi.org/10.1002/mar.21556
  • Upadhyay, H., Simsekler, M. C. E., Maalouf, M., Anwar, S., & Omar, M. (2023). COVID-19, jobs and skills- Exploratory analysis of the job postings in the US and UK healthcare job market. PLoS ONE, 18(1), e0278237. https://doi.org/10.1371/journal.pone.0278237
  • Vukmirovic, D., Krajnovic, D., & Odalovic, M. (2023). Perceptions of pharmacists and other healthcare professionals on marketed mobile applications used for self-management by type 2 diabetic patients: A systematic review. Tropical Journal of Pharmaceutical Research, 22(4), 917–925. https://doi.org/10.4314/tjpr.v22i4.27
  • Wenhua, Z., Hasan, M. K., Jailani, N. B., Islam, S., Safie, N., Albarakati, H. M., Aljohani, A., & Khan, M. A. (2024). A lightweight security model for ensuring patient privacy and confidentiality in telehealth applications. Computers in Human Behavior, 153, 108134. https://doi.org/10.1016/j.chb.2024.108134
  • Wisetsri, W., Soni, D. N., Singh, R. K., Kumar, D. P., & Gupta, S. K. (2021). The healthcare sector: A development of digital marketing methods. 3.
  • Yang, L., Wu, J., Mo, X., Chen, Y., Huang, S., Zhou, L., Dai, J., Xie, L., Chen, S., Shang, H., Rao, B., Weng, B., Abulimiti, A., Wu, S., & Xie, X. (2023). Changes in mobile health apps usage before and after the COVID-19 outbreak in China: Semilongitudinal survey. JMIR Public Health and Surveillance, 9. https://doi.org/10.2196/40552
  • You, Y., Tsai, C.-H., Li, Y., Ma, F., Heron, C., & Gui, X. (2023). Beyond self-diagnosis: how a chatbot-based symptom checker should respond. ACM Transactions on Computer-Human Interaction, 30(4), 64. https://doi.org/10.1145/3589959
  • Zengin, G. (2023). How influencer doctors use social media? A content analysis on marketing communications, patient privacy and ethics. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 50, Article 50. https://doi.org/10.52642/susbed.1227295
  • Zunic, A., Corcoran, P., & Spasic, I. (2020). Sentiment analysis in health and well-being: Systematic review. JMIR Medical Informatics, 8(1), e16023. https://doi.org/10.2196/16023
Toplam 83 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Hafize Nurgül Durmuş Şenyapar 0000-0003-0927-1643

Erken Görünüm Tarihi 25 Temmuz 2024
Yayımlanma Tarihi
Gönderilme Tarihi 1 Şubat 2024
Kabul Tarihi 3 Mayıs 2024
Yayımlandığı Sayı Yıl 2024Cilt: 25 Sayı: 3

Kaynak Göster

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
 Kapak Resmi İndir

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