The Role of Digital Health Technologies in the Healthcare Marketing Process

Digital health technologies have the potential to significantly transform the way health data is structured and visualized effectively. The research was conducted between April and July 2024. It was conducted with 15 managers from healthcare institutions who are knowledgeable about the role of digital health technologies in the healthcare marketing process. Maximum diversity sampling, one of the purposeful sampling methods, was used to determine the study group. The research was conducted in a qualitative, phenomenological design. Data were collected through in-depth interview method. The data obtained were analyzed using the NVivo 15 program. According to the findings of the research, the four main themes are ‘Digital Applications that Distinguish Institution’, ‘Healthcare Services Marketing’, ‘Advantages of Digitalization in Healthcare Services’, ‘The Disadvantages of Digitalization in Healthcare’. In the healthcare marketing process, digital technologies increase the competitiveness of hospitals, visibility and patient satisfaction, while also playing a critical role in creating effective marketing strategies with digital media and strategic planning. In this context, investments should be made to strengthen the technological infrastructure of health institutions and increase the reliability of digital systems. Regular monitoring of the effectiveness of digital tools and performance evaluations will ensure the rational use of technology. This study contributes to the field by analyzing the effect of digital health technologies on the marketing process.