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Dergiler / Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Volume: 12 Issue: 2

The Role of Digital Health Technologies in the Healthcare Marketing Process

Hilal Akman Dömbekci(SELÇUK ÜNİVERSİTESİ)0000-0003-0089-860X
Şerife Güzel(SELÇUK ÜNİVERSİTESİ)0000-0002-4141-9110
Şengül Sağlam(SELÇUK ÜNİVERSİTESİ)0000-0002-9150-3142
Kadir Ege0009-0001-3270-5510
Sayfa
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Yayın Tarihi
2025-06-30
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

This study contributes to the field by analyzing the effect of digital health technologies on the marketing process.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Digital health technologies have the potential to significantly transform the way health data is structured and visualized effectively.
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Temel Bulgular & Veri:The research was conducted between April and July 2024.
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Sonuç & Katkı:This study contributes to the field by analyzing the effect of digital health technologies on the marketing process.
🔬Tür:Research Article
📍Kapsam:2024 Verileri
⚙️Değişkenler:Digital Health Technologies · Marketing Strategies · Healthcare Marketing

Abstract

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.

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Bu Makaleye Atıf Yap

Dömbekci, H. A., Güzel, Ş., Sağlam, Ş., Ege, K. (2025). The Role of Digital Health Technologies in the Healthcare Marketing Process. Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Volume: 12 Issue: 2. https://doi.org/10.30798/makuiibf.1608914

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