The service industry has become increasingly important in today’s economies. Unlike the manufacturing and agriculture industries, which offer physical products, this industry provides abstract value and aims to meet the various needs of individuals and institutions. The intangibility, inseparability, heterogeneity, and perishability of services make this industry distinct from others.

Technological advancements in recent years have brought significant transformations to the service sector. Digitalization, in particular, has made service delivery more accessible, faster, and user-friendly.

In healthcare services, digital marketing plays a critical role by offering innovative solutions tailored to the evolving needs of healthcare providers and consumers. Marketing in healthcare serves essential functions such as enhancing patient engagement, strengthening service promotion, and maintaining brand presence. Digital marketing tools have become a vital component of healthcare services by enabling healthcare organizations to interact with different target audiences, increase awareness, and build trust among patients.

Target audience identification and segmentation processes play an active role in making marketing strategies more effective and goal-oriented. Segmentation is a crucial process that allows businesses to target specific customer groups, develop more effective marketing strategies, and improve customer satisfaction.

This study addresses healthcare service marketing in the context of digital health services. It first conceptually defines the service sector, digital marketing, and healthcare services marketing. Then, the fundamental processes of marketing in the healthcare services sector, including target audience identification and segmentation, are explained in detail. Special attention is given to the use of digital marketing applications in healthcare services, with evaluations of sectoral practices and global expectations.