SAĞLIK HİZMETİ PAZARLAMA KARMASI ELEMANLARININ DİJİTAL ORTAMDA SAĞLIK BİLGİSİ EDİNMEYE ETKİSİNİN BELİRLENMESİ

Yıl 2024, Cilt: 11 Sayı: 26, 194 - 217, 30.12.2024

Muhammet Salih Yiğit , Murat Başal

https://doi.org/10.58884/akademik-hassasiyetler.1479532

Öz

Zamanın ilerlemesiyle birlikte yaşamın önemli dinamiklerinden biri olan sağlık sistemi, hizmet pazarlamasının önemli bir süreci haline gelmiştir. Sağlık hizmetlerine olan talepteki artışlar, teknolojideki gelişim, memnuniyet düzeyinin değişmesi ve artan beklentiler dolayısıyla sağlık hizmetlerinde pazarlamaya olan ihtiyaç artmıştır. Sağlıkta pazarlamanın satışını kolaylaştırmak ve müşteriyi ikna etmek amacıyla gerçekleştirilen faaliyetler olarak bilinen tanıtım faaliyetleri, süreçte etkili politikalarla desteklenmektedir. Yoğun dijitalleşme sürecinde hastaların bilgiye erişimi internet ve sanal ortamlarda gerçekleşmektedir. Pazarlama faaliyetlerinde ürün veya hizmetler hakkındaki bilgilere müşteri tarafından hızlı olarak ulaşılabilmesi önemli hususlardan biridir. Dijital teknoloji araçları sayesinde yer ve zaman sınırı olmadan erişim sağlanabilmesi dijital pazarlamanın önemini ve kullanımını hızlandırmıştır. Bu makale, sağlık hizmetlerinde pazarlamada uygulanan tanıtım politikalarının dijital ortamda sağlık bilgisi edinme sürecine etkisini belirlemeyi amaçlamaktadır. Bu kapsamda İstanbul ilindeki 397 sağlık hizmeti tüketicisinden veri toplanmıştır. Belirlenen ölçeklerle Google formda oluşturulan anket online olarak uygulanmıştır. Elde edilen verilerin istatistiksel analizi sonucunda oluşturulan model kapsamındaki hipotezler test edilmiştir. Elde edilen sonuçlara göre sağlıkta yapılacak tanıtım, hizmet pazarlamasında kullanıcıların dijital ortamda sağlık bilgisi edinmelerini olumlu yönde etkilemektedir. Bu sonuçla gelecekte yapılacak benzer çalışmalar sürecinde sonuçların değerlendirilmesi önerilmektedir.

Anahtar Kelimeler

Sağlık, Pazarlama, Tanıtım, Dijital Medya, Sağlık Bilgisine Erişim

DETERMINING THE EFFECT OF HEALTH CARE MARKETING MIX ELEMENTS ON OBTAINING HEALTH INFORMATION IN THE DIGITAL ENVIRONMENT

Öz

With the advancement of time, the health system, which is one of the important dynamics of life, has become an important process of service marketing. Promotion activities, which are known as activities carried out to facilitate the sale of marketing in health and to persuade the customer, are supported by effective policies in the process. In the process of intense digitalization, patients' access to information takes place on the internet and virtual environments. This article aims to determine the effect of promotion policies in marketing in health services on the process of obtaining health information in digital environment. In this context, data were collected from 397 health service consumers in Istanbul province. The questionnaire created in Google form with the scales determined was applied online. The hypotheses in the context of the model created as a result of statistical analysis of the data obtained were tested. According to the results obtained, the promotion to be made in health has a positive effect on the users' acquisition of health information in the digital environment in service marketing. With this result, it is recommended to evaluate the results in the process of similar studies to be conducted in the future.

Anahtar Kelimeler

Healthcare, Marketing, Promotion, Digital Media, Health Information Retrieval

Kaynakça

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