Sustainability and Healthcare Marketing in the Digital Age

Abstract

Healthcare as a dynamic and complex industry requires marketing to achieve business goals and improve the well-being of society. Transformations in the environment, increased competition, changes in consumer behavior force organizations to adapt to the altered landscape. In this regard, marketing plays a pivotal role in defining consumers' attitudes, motivations, and perceptions, building relationships with stakeholders, developing a strategy, and creating value. Moreover, the aging population, chronic diseases, prolonged pains and disabilities, poverty and poor health conditions, and lack of reliable medical services cause an increased burden not only on the healthcare system but also on the economy and society in all counties. Sustainable Development Goals aim to solve the pressing challenges facing the world. The objectives of this chapter are to discuss healthcare marketing in light of the twin transition: sustainability and digitalization. The chapter illustrates sustainable healthcare marketing opportunities in relation to digital advancements including ChatGPT.