Digital Marketing in Healthcare Services
Chapter from the book:
Çolakoğlu,
E.
&
Çetinkaya,
N.
Ç.
(eds.)
2023.
Marketing with Current Developments: Issues and Research I.
Synopsis
The history of marketing, which started with traditional methods, is maintained almost entirely through digital channels today. In other words, digital marketing has ceased to be an alternative to traditional marketing and has taken its place in the lives of businesses as an approach almost identical to marketing itself. The increasing importance of marketing activities in the service sector has taken place in health services relatively late. It is possible to explain this situation by the fact that health services are still a public service in many countries. However, in addition to this publicity, the existence of private enterprises in health services increases the importance of marketing in this service sector day by day. Realizing this increasing importance, health business managers and marketing strategy developers have started to implement their digital marketing strategies in a unique way with the sector. Within the scope of this study, digital marketing and digital marketing channels in the mentioned health services sector were examined.
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Copyright (c) 2023 Nilgün Tuzcu- Hilal Uygurtürk- Elif Mağden- A.Buğra Hamşıoğlu- M.Murat Nalcı- Bilal Ceylan- Duygu Ceylan- Fatma Bulut- Mutlu Bulut- Burak Şen- Ahmet Aydın- Yavuz Kotan- Refika Ülke Şimdi- Hilal Saadet Aktepe- Behiye Beğendik- Cihat Kartal- Özgür Musa Sungur- Gözde Akkaşoğlu- İlknur Korkmaz- Esad Kamil Tosun- Mehmet Gökerik- Cevher Özden- Özlem Şenlik- Necmiye Kapusuz- Tülin Durukan- Eda Dişli Bayraktar- Gizem Eda Gülöz- Aypar Uslu; Emre Çolakoğlu- Nur Çağlar Çetinkaya