Testing the Digital Marketing Model for Customer Attraction in the Medical Equipment Industry

An effective digital marketing model for the medical equipment industry can not only contribute to increased sales and market share but also enhance customer trust and loyalty. Therefore, the aim of this study is to examine and test the digital marketing model in the context of customer attraction in the medical equipment industry. This study is applied in nature and, based on data collection methods, follows a descriptive-survey design. Data were collected using a standardized researcher-developed questionnaire. The statistical population consisted of medical equipment customers (physicians) in Mazandaran Province, totaling 16,802 individuals, whose opinions were utilized. The sample size was estimated to be 376 participants and was selected using a stratified sampling method. The composite reliability and reliability of each research component were subsequently calculated, with results indicating the reliability of the measurement instrument. Additionally, the questionnaire's discriminant and convergent validity demonstrated its adequacy. Data analysis was conducted using structural equation modeling with the Smart PLS4 software. The results indicated a significant positive impact of the main digital marketing themes (digital marketing tools, digital advertising, digital sales development, digital marketing content, and digital customer relationship management) on customer attraction in the medical equipment industry. The sub-themes of customer attraction in this industry included enhancing purchase intention, changing customer attitudes, and strengthening the brand.