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The adaptation of health care marketing to the digital era

机译：医疗保健营销适应数字时代

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The purpose of health care marketing is to learn and understand the needs and desires of prospective patients in order to be able to meet those necessities at the highest standards. A big advantage is the targeting capability of the electronic media that has led to its being used by managers of marketing in medical institutions as means of advertisement when they develop the marketing strategies. Regarding social media, it is safe to say that there are communication platforms that can promote certain behaviours thus influencing decision-making. Through social media, people stay in touch with other people and they can provide a mean for medical institutions to permanently communicate with the existing patients or with the potential ones. In addition, social media can be used in advertising and promoting strategies, by posting information about discounts, offers and advantages of accessing the products provided by a certain institution. A study was conducted on 126 patients of a dental clinic in Bucharest. 126 new patients were selected on a period of 22 months from January 2015 until October 2016. The patients never had any treatment in this clinic and were influenced by the Internet to seek for dental care services. The purpose of this study was to evaluate the digital methods of promoting medical services, bringing new patients to a clinic. The results of the study demonstrated the need for digital methods of promoting medical care services in order to expand a business. A strategic way of thinking in this case implied attracting new patients and offering them quality health care services, which ensured their satisfaction and the probability of their recommending the health facility further. This study revealed an important role of social networking sites in promoting. This high response was probably responsible due to targeted promoting services. Almost all the new patients who completed the form will remain patients of this clinic in future.
机译：卫生保健营销的目的是学习和理解准患者的需求和愿望，以便能够以最高标准满足这些需求。电子媒体的瞄准能力是一个很大的优势，这导致医疗机构的营销经理在制定营销策略时将其用作广告手段。关于社交媒体，可以肯定地说，存在可以促进某些行为从而影响决策的交流平台。通过社交媒体，人们可以与其他人保持联系，并且可以为医疗机构提供与现有患者或潜在患者进行永久沟通的手段。此外，社交媒体可以通过发布有关折扣，优惠和访问特定机构提供的产品的优势的信息，来用于广告和促销策略。对布加勒斯特一家牙科诊所的126名患者进行了研究。从2015年1月到2016年10月，在22个月内选择了126名新患者。这些患者从未在该诊所接受过任何治疗，并且受到互联网的影响，寻求牙科护理服务。这项研究的目的是评估促进医疗服务，将新患者带到诊所的数字方法。研究结果表明，需要数字方法来促进医疗服务以扩展业务。在这种情况下，一种战略思维方式意味着吸引新患者并为他们提供优质的医疗保健服务，从而确保他们的满意度以及进一步推荐该医疗机构的可能性。这项研究揭示了社交网站在促进中的重要作用。由于有针对性的促销服务，这种高响应可能是负责任的。几乎所有填写该表格的新患者将来都将保留此诊所的患者。

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