DETERMINING THE EFFECT OF HEALTH CARE MARKETING MIX ELEMENTS ON OBTAINING HEALTH INFORMATION IN THE DIGITAL ENVIRONMENT

Authors : Muhammet Salih Yiğit, Murat Başal

Pages : 194-217

Doi:10.58884/akademik-hassasiyetler.1479532

View : 53 | Download : 61

Publication Date : 2024-12-30

Article Type : Research Paper

Abstract :With the advancement of time, the health system, which is one of the important dynamics of life, has become an important process of service marketing. Promotion activities, which are known as activities carried out to facilitate the sale of marketing in health and to persuade the customer, are supported by effective policies in the process. In the process of intense digitalization, patients\\\' access to information takes place on the internet and virtual environments. This article aims to determine the effect of promotion policies in marketing in health services on the process of obtaining health information in digital environment. In this context, data were collected from 397 health service consumers in Istanbul province. The questionnaire created in Google form with the scales determined was applied online. The hypotheses in the context of the model created as a result of statistical analysis of the data obtained were tested. According to the results obtained, the promotion to be made in health has a positive effect on the users\\\' acquisition of health information in the digital environment in service marketing. With this result, it is recommended to evaluate the results in the process of similar studies to be conducted in the future.
Keywords : Sağlık, Pazarlama, Tanıtım, Dijital Medya, Sağlık Bilgisine Erişim