DIGITAL MARKETING IN HEALTHCARE AND ITS APPLICATIONS IN THE WORLD AND TURKEY

Abstract

Developing technologies and changing consumer attitudes and demands have caused major changes in many sectors. Some of these have disappeared and new sectors that were previously unknown or unheard of have emerged in their place. Digital technologies play the leading role in this change. While digital technologies are accepted in many sectors, it is unthinkable for the healthcare sector to stay away from this. Digital technology has caused radical changes in marketing in healthcare. The type of marketing that aims to provide services by taking advantage of all the opportunities of digitalization via the internet in order to effectively communicate the products or services of businesses and service providers to large communities is called digital marketing. All actions taken to perceive the problems related to the physical and mental health of the target community, to find solutions to these problems, and to influence the target community by explaining how benefits can be provided are called healthcare marketing. E-health or digital health is used as a generalizing term for the use of information communication technologies in health-related services and processes. The scope of digital health technologies used in digital health services is wide. In this context, digital technologies such as digital health records, mobile health services, artificial intelligence applications, wearable technologies and telemedicine can be considered.