Abstract
he prevailing healthcare marketing has mostly been disregarded underpinning the mass marketing and fear-based campaigns that explicitly resulted in misunderstanding of communication. The existing research aimed towards exploring the wider influence of marketing within medical and healthcare sectors. It stressed over the importance of value-added strategies like personalized digital marketing and customised solutions.
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Marketing, both traditional and digital, has become the backbone for businesses, raising awareness about business and leading to its development. However, an area where marketing principles are not fully applied is healthcare. Despite being 10% of the GDP of most developed countries, healthcare industries still seem to be working in silo when it comes to using marketing principles. The research aims to understand what leads to ineffective marketing campaigns and what the success rules are for effective communication and providing value to the customers (or patients in many cases) thereby creating trust and long-term relationships. Some work has been done on this previously, however, the research considers modern digitization techniques and their overlap with the traditional healthcare industry.
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Agarwal, R., Dugas, M., Gao, G., & Kannan, P. K. (2020). Emerging technologies and analytics for a new era of value-centered marketing in healthcare. Journal of the Academy of Marketing Science, 48, 9-23. Retrieved from https://link.springer.com/article/10.1007/s11747-019-00692-4
Ajina, A. S. (2019). The role of content marketing in enhancing customer loyalty: an empirical study on private hospitals in Saudi Arabia. Innovative Marketing, 15(3), 71-84. Retrieved from https://pdfs.semanticscholar.org/2076/7dcf6eb9fb6442081ebef921a3d37214ae6e.pdf
Berlin, J., & Bünder, T. (2022). The pharmaceutical industry and access to health products: Interrogating the role of multinational companies in tackling global development challenges. https://opus4.kobv.de/opus4-hsog/frontdoor/deliver/index/docId/4474/file/Dissertation_Buender.pdf
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