Türkiye Sağlık Bilimleri ve Araştırmaları Dergisi

Yazarlar: Mehmet ÇİNİBULAK

Konular:Sağlık Bilimleri ve Hizmetleri

Anahtar Kelimeler:Digitalis,Marketing,Marketing of health services

Özet: Aim: The study was carried out to determine the perspectives of private hospital managers on the use of digital marketing methods in health services marketing. Method: In this study, face-to-face interviews were conducted with the administrators of the private hospitals in Ankara. Questionnaire was used as data collection method in the study. Content analysis was applied to data obtained after semi-structured interviews with 14 volunteer participants. Results: As a result of the analysis; three main themes and seven sub-themes related to them have been introduced. These main themes are; 'Necessity', 'Competitive advantage' and 'Complementarity'. Hospital administrators consider the use of digital marketing methods in their marketing activities as a necessity at the present time. The administrators stated that the institutions that use digital marketing methods effectively at a professional level achieved a competitive advantage against other competitors in the sector. Managers, who state that digital marketing methods should be used in conjunction with traditional marketing methods, emphasized the complementarity of digital marketing. Conclusion: In order to implement the digital marketing approach with technical processes, the institutions should have the necessary infrastructure. In this respect, it is important to change the perspectives of corporate managers todigital marketing and to increase their awareness of this area. In addition, by following the changing speed of digital and learning new trends, digital marketing is an opportunity to achieve a lasting success in this field.

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