Marketing of medical services in the era of digitalization

The digitalization of the healthcare sector highlights the necessity for modern medical institutions to integrate digital technologies into all aspects of their operations, including marketing. Digital marketing technologies in the medical services market encompass a range of advanced online tools, digital platforms, and networks used by healthcare providers to promote medical services in the digital environment, attract new patients, ensure patient loyalty, and build and manage the brand of a medical institution. Implementing these technologies in healthcare facilities improves overall operational efficiency, enhances the quality and accessibility of medical services, facilitates patient acquisition, and strengthens retention strategies. This article aims to examine the variety of existing digital marketing technologies in the medical services market, highlight their advantages and potential risks, and propose an algorithm for their integration into the operations of healthcare institutions. The study utilizes materials from monographs and scientific articles by domestic researchers and analytical methods such as analysis, synthesis, induction, deduction, generalization, comparison, and systematization. The article analyzes the impact of digitalization on the medical services market’s marketing system. It explores the specific use of digital marketing technologies in public and private medical institutions, identifying key differences related to sources and volumes of marketing funding, objectives and strategies, the use of digital platforms and technologies, the implementation of reputation management strategies, and the handling of patient reviews. Additionally, the study identifies the most widely used and effective digital marketing technologies for healthcare institutions, including SEO (Search Engine Optimization), SMM (Social Media Marketing), SERM (Search Engine Reputation Management), content marketing, contextual and targeted advertising, telemarketing, video marketing, email and SMS marketing, Big Data, mobile applications, and chatbots. The article also presents a five-stage algorithm for implementing digital marketing tools in healthcare institutions. Keywords: healthcare system, medical services, medical services market, marketing activities, marketing, digital marketing, content marketing, reputation marketing.