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This qualitative exploratory research comprehensively analyses modern healthcare marketing strategies by investigating the dynamic interplay between healthcare provision, technological advancements, and evolving marketing strategies by exploring how digital presence, content marketing, personalization, telehealth, and mobile health applications collectively shape patient engagement and healthcare delivery. The research synthesizes insights to present a holistic view of contemporary healthcare marketing strategies, incorporating factors such as regulatory environments and technological innovations. By addressing these objectives, the study contributes valuable insights to the academic discourse on healthcare marketing, offering a nuanced understanding of their implications for patient engagement and healthcare delivery in the digital era. The study’s conclusions demonstrate the revolutionary potential of modern marketing techniques in the healthcare industry. Enhancing patient involvement, establishing credibility, and improving patient outcomes are all possible for healthcare professionals by adopting digital innovation, personalization, and patient-centric approaches. To be competitive in the ever-changing healthcare market, healthcare companies must use these tactics to adjust to changing patient demands and preferences.
Hafize Nurgül Durmuş Şenyapar (2024) studied this question.