Advancing Healthcare Communication Through Information and Communication Technologies: A Focus on Marketing and Patient Care

The adoption of modern ICT technologies in healthcare has become indispensable in today’s world. A key aspect is reducing patient service costs through effective interactive communication supported by ICT tools, such as smartphone applications. Interactive communication is increasingly essential for the marketing strategies of healthcare providers, patients, and mobile app developers.This article aims to examine the implementation of new information and communication technologies in healthcare services, focusing on their contribution to enhancing communication between patients and doctors in the treatment process. This objective holds significant importance for the healthcare sector, as well as for advancing management theory and relationship marketing. The evolution of the healthcare sector necessitates comprehensive research to strengthen theoretical foundations and improve practical solutions, particularly in marketing communication. The findings of the diagnostic survey highlight the need for further in-depth analysis, as the successful integration of ICT depends on the scope and pace of changes within the healthcare system.Copyright© 2024 The Author(s). This article is distributed under the terms of the license CC-BY 4.0., which permits any further distribution in any medium, provided the original work is properly cited.