A conceptual framework for integrating digital transformation in healthcare marketing to boost patient engagement and compliance
1 Genentech, South San Francisco, CA, USA.
2 eMedic Technologies Africa, Vanderbilt, Nashville, TN.
3 Essnova Solutions, Inc. AL, USA.
4 Independent Researcher, Boston, MA, USA.
5 Life's Journey Inc. Winnipeg, Manitoba, Canada.
6 Kaybat Pharmaceuticals and Stores Nigeria Ltd.
Review
World Journal of Advanced Pharmaceutical and Medical Research, 2024, 07(02), 026–050.
Article DOI: 10.53346/wjapmr.2024.7.2.0045
Publication history:
Received on 26 August 2024; revis.ed on 01 October 2024; accepted on 04 October 2024
Abstract:
This paper presents a conceptual framework for integrating digital transformation in healthcare marketing to enhance patient engagement and compliance with treatment regimens. As healthcare systems evolve, the adoption of digital technologies has become imperative for fostering meaningful interactions between patients and providers. The proposed framework emphasizes leveraging digital marketing techniques, data analytics, and personalized communication strategies to strengthen patient-provider relationships and improve health outcomes. At the core of the framework is the use of digital marketing techniques, including social media outreach, content marketing, and mobile applications, to reach patients effectively. These tools facilitate the dissemination of vital health information and resources, enabling patients to make informed decisions about their care. By utilizing data analytics, healthcare organizations can gain insights into patient behaviors, preferences, and demographics, allowing for the customization of marketing efforts to meet the specific needs of diverse patient populations. Personalized communication strategies are pivotal in this framework, as they empower healthcare providers to deliver tailored messages that resonate with individual patients. This personalization fosters a sense of connection and trust, encouraging patients to engage actively in their treatment plans. By utilizing patient data, providers can send reminders, educational content, and motivational messages that enhance treatment adherence and compliance. Moreover, the framework addresses the importance of feedback loops, where healthcare organizations continuously gather and analyze patient responses to marketing efforts. This iterative process allows for the optimization of strategies, ensuring they remain effective and relevant over time. By fostering a culture of engagement, organizations can cultivate long-term relationships with patients, ultimately leading to improved health outcomes. In conclusion, this conceptual framework serves as a strategic guide for healthcare organizations aiming to harness digital transformation in their marketing efforts. By integrating digital marketing techniques, data analytics, and personalized communication strategies, organizations can enhance patient engagement, improve treatment adherence, and positively impact overall health outcomes.
Keywords:
Digital Transformation; Healthcare Marketing; Patient Engagement; Treatment Compliance; Data Analytics; Personalized Communication; Health Outcomes
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Copyright information:
Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0