Proceedings of the 11th International Conference on Opportunities and Challenges in Management, Economics and Accounting
Year: 2024
DOI:
[PDF]
Powerful Impact of Digital Marketing for the Private Healthcare Sector of Dubai
Naseer Khan, Bushra Khan, Dr. DY Patil
ABSTRACT:
Background
Telecommunications, technology, marketing, and media are game changing combinations for the patients search, response and benefit to the private healthcare providers medical information, services, and advancements. Digital marketing has become powerful impacting technology that attracts and retains Internet using patients for optimum utilization of private healthcare providers resources in Dubai. The study investigates the several ways in which patients can gain access to qualified, experienced and specialist doctors / medical staff on behalf of private healthcare providers in Dubai.
Methods
This study collected research data and information from the doctors / medical staff to identify the digital marketing elements, tools, and technology. The set of digital marketing elements were shared with the patients to be ranked by them. The ranked data by the patients was processed using Garrett Raking Score to find powerful impacting digital marketing elements for the private healthcare sector in Dubai.
Practical implications
This research will give powerful impacting analysis of ranked digital marketing tools helping private healthcare organizations in Dubai. This study will give further scope for private healthcare providers of Dubai to target selected high-ranking elements of digital marketing for bringing change into their marketing operations and strategy to increase the number of patients and revenue.
Value addition
Research on the use of digital marketing by private healthcare providers in Dubai is still at the developing stage. This study is a pioneering effort in this direction to review, collect, analyze, and interpret the use of digital marketing information and data in the healthcare sector of Dubai and identify priorities for researchers and practitioners.
Results:
The results and conclusions of the research identify the ability of healthcare provider to plan, implement, and manage powerful impacting digital marketing to enhance its competitiveness in the eyes of patients is referred to as digital marketing capability. The results further indicate that the digital marketing of healthcare providers of Dubai through Internet is considered by the patients with the presence in social media has a reinforcing effect on building trust and long-term relationships by the doctors / medical staff. This research collected qualitative data and information from 83 doctors / medical staff to identify summarized twelve elements of digital marketing and quantitative data from 1901 patients to explore the powerful impact of digital marketing in private healthcare providers of Dubai.
keywords: Powerful impact of digital marketing, Private healthcare providers, doctors / medical staff, patients, Dubai