Behind-the-scenes marketing as a tool for communicating the medical facility with the patient on social media

Purpose: to present issues related to behind-the-scenes marketing in the context of its relevance to the medical establishment as a social media communication channel.Design/methodology/approach: A literature analysis and critique was applied.A non-systematic literature review was conducted using scientific databases: Google Scholar, Taylor and Francis Online, PubMed and ScienceDirect.The scientific items were supplemented with industry literature and online sources on the issues addressed.Findings: Behind-the-scenes marketing on social media allows for better outreach to patients, building trust and loyalty to the medical facility.An authentic representation of the organisation's activities and values translates to greater service satisfaction.In addition, behindthe-scenes marketing enables better communication with patients and promotion of the quality of medical services, and the diverse content and its forms contribute to the organisation's online visibility.Research limitations/implications: The literature review was based only on selected scientific databases.The literature search used a specific combination of keywords using logical operators, which may have omitted other scientific items from the database.Practical implications: Medical facilities should create compelling and diverse behind-thescenes content on various social media and share the values and mission of the facility.Such activities attract patients' attention and humanise the brand.Medical staff should be trained to communicate with patients to understand their needs better, which improves satisfaction with medical services and influences loyalty.Social implications: Facilities should use behind-the-scenes marketing to communicate relevant information about health, prevention and available services.In this way, patients will be better informed and can make more informed decisions about their health.In addition, the authenticity presented in behind-the-scenes marketing can help strengthen the perception of healthcare facilities as entities focused on the health and well-being of patients.Originality/value: The coverage of issues treating behind-the-scenes marketing is based exclusively on foreign literature, enriching the previous scientific output concerning marketing in the enterprise and medical industry, signalling the author's contribution to developing the discipline of management and quality sciences.There is not much research in the analysed sources in this area, especially in the Polish literature, which provides excellent opportunities for further exploration of the issues raised.The article primarily addresses researchers and scientists dealing with behind-the-scenes marketing in the medical industry.In addition, the article is valuable for managers of medical institutions dealing with communication with stakeholders, mainly patients.