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The Application of Contemporary Marketing Approaches in the Health Services

Year 2020, Volume: 22 Issue: 2, 432 - 443, 29.06.2020
https://doi.org/10.32709/akusosbil.482305

Abstract

Marketing activities in the health services are different from other service sectors due to the unique characteristics of health services. Health care marketing provides an understanding of how to cope with the challenges of increasing number of health care providers, increasing medical costs and changing medical focus in a competitive way. Although there are criticisms about health care marketing, the basic principles and aspects of service marketing can contribute to creating satisfaction and loyalty in health services as in every kind of service. In this study, neuromarketing, viral marketing, guerilla marketing and digital marketing strategies are included in the current marketing approaches. In addition, the applicability of current marketing approaches in health is discussed through examples. It can be said that the current marketing approaches mentioned in this study can be used more in the early diagnosis of diseases and health promotion services.

References

  • Ağırbaş, İ., Akbulut, Y. ve Bayın, G. (2011). Sağlık sektöründe verilen reklam cezalarının sistematik analizi. 5. Sağlık ve Hastane İdaresi Kongresi, 13-16 Ekim, Fethiye, Türkiye.
  • Altsoy, S. ve Taştan Boz, İ. (2019). Medikal turizm alanında faaliyet gösteren hastanelerdeki mevcut sorunlar ve çözüm önerileri. Hacettepe Sağlık İdaresi Dergisi, 22(1), 113-134.
  • Argan, M. ve Tokay Argan, M. (2006). Viral pazarlama veya internet üzerinde ağızdan ağıza reklam: Kuramsal bir çerçeve. Sosyal Bilimler Dergisi, 2, 231-250.
  • Balıkçıoğlu, B. ve Karacaoğlu, K. (2007). Sosyal bir ürün olarak topluma pazarlanan hayırseverlik: Stratejik hayırseverlik. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(2), 121-141.
  • Berney, T. (2015). Healthcare marketing: More important than ever. https://blog.vimarketingandbranding.com/healthcare-marketing-more-important-than-ever (Erişim tarihi: 9.11.2018).
  • Carter, R. (2018). Six healthcare marketing ideas to cure your social media woes. https://sproutsocial.com/insights/healthcare-marketing-ideas/ (Erişim tarihi: 09.11.2018).
  • Cinnamon, K. (2014). The efficacy of guerrilla advertising on public health issues. The Elon Journal of Undergraduate Research in Communications, 5(1), 24-34.
  • Cooper, P. D. (1994). What is health care marketing, P.D. Cooper, (Ed), In health care marketing: A foundation for managed quality. USA: Jones & Bartlett Learning.
  • Corbin, C.L., Kelley, S.W. ve Schwartz, R.W. (2001). Concepts in service marketing for healthcare professionals. The American Journal of Surgery, 181(1), 1-7.
  • Değirmen, G.C. ve Şardağı, E. (2016). Nöropazarlama uygulamalarının etik bağlamında değerlendirilmesi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 25, 140-160.
  • Eddine, L.N. (2018). Six keys to a strong healthcare digital marketing strategy. https://www.kunocreative.com/blog/strong-healthcare-digital-marketing-strategy (Erişim tarihi: 8.11.2018).
  • Fisher, C.E., Chin, L. ve Klitzman, R. (2010). Defining neuromarketing: practices and professional challenges. Harvard Review of Psychiatry, 18(4), 230-237. doi: 10.3109/10673229.2010.496623
  • Flores, J., Baruca, A. ve Saldivar, R. (2014). Is neuromarketing ethical? consumers say yes. consumers say no. Journal of Legal, Ethical and Regulatory Issues, 17(2), 77-91.
  • Galer-Unti, R.A. (2009). Guerilla advocacy: Using aggressive marketing techniques for health policy change. Health Promotion Practice, 10(3), 325-327. doi: 10.1177/1524839909334513
  • Girardi, C. (2017). The evolving role of digital marketing in healthcare. https://www.evariant.com/blog/evolving-role-digital-marketing-healthcare (Erişim tarihi: 11.11.2018)
  • Girişken, Y. (2012). The analysis of stuffy nose. Mediacat, 214(11), 136-40.
  • Gosselin, P. ve Poitras, P. (2008). Use of an Internet “viral” marketing software platform in health promotion. Journal of Medical Internet Research, 10(4), 1-13. doi:10.2196/jmir.1127
  • Hambelton, K. (2016). Why is digital marketing critical in healthcare? https://www.beckershospitalreview.com/hospital-management-administration/why-is-digital-marketing- critical-in-healthcare.html (Erişim tarihi: 8.11.2018)
  • Harris, J.M., Ciorciari, J. ve Gountas, J. (2018). Public health social media communications and consumer neuroscience. Cogent Psychology, 5(1). doi:10.1080/23311908.2018.1434058
  • Ho, J.Y. ve Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9-10), 1000-1006. doi:10.1016/j.jbusres.2008.08.010
  • Ip, P., Lam, T.H., Chan, S.S.C., Ho, F.K.W., Lo, L.A., Chiu, I.W.S., Wong, W.H.S. ve Chow, C.B. (2014). Use of Internet viral marketing to promote smoke-free lifestyles among chinese adolescents. PLoS One, 9(6), e99082, 1-9. doi:10.1371/journal.pone.0099082
  • Išoraitė, M. (2018). Guerilla marketing features. Ecoforum Journal, 7(1), 1-6.
  • Jain, A. (2010). Temptations in cyberspace: New battlefields in childhood obesity. Health Affairs, 29(3), 425-429. doi:10.1377/hlthaff.2010.0107
  • Kaleli, S. (2018). Sosyal pazarlamada gerilla uygulamalar. Trakya Üniversitesi Sosyal Bilimler Dergisi, 20(2), 313-336. doi:10.26468/trakyasobed.464787
  • Karafakıoğlu, M. (1998). Sağlık hizmetleri pazarlaması. İstanbul: İstanbul Üniversitesi İşletme Fakültesi Yayınları.
  • Kumar, H., Mathur, N. ve Jauhari, S. (2016). Role of emergengening neuromarketing techniques in advertising with particular reference to Indian medical tourism industry: A discussion and agenda for future research. Biannual Journal on Commerce Arts Education Sociology and Humanities, 3(6), 1-11.
  • Leskovec, J., Adamic, L.A. ve Huberman, B.A. (2007). The dynamics of viral marketing. ACM Transactions on the Web, 1(1), 1-39. doi:10.1145/1232722.1232727
  • Lim, W.M. ve Ting, D.H. (2012). Healthcare marketing: Contemporary salient issues and future research directions. International Journal of Healthcare Management, 5(1), 3-11. doi:10.1179/204797012X13293146890048
  • Lun, O.K. ve Yazdanifard, R. (2014). Guerrilla marketing: A successful business model for Xiaomi, Global Journal of Human-Social Science: Economics, 14(7), 12-17.
  • Nurdağ Silkü, S. ve Şar, S. (2015). Nöropazarlama tekniklerinin eczacılık alanında kullanılması. Turkiye Klinikleri Journal of Literature Pharmacy Sciences, 4(1), 37-42. doi:10.5336/pharmsci.2015-45567
  • Orzan, G., Zara, I.A. ve Purcarea, V.L. (2012). Neuromarketing techniques in pharmaceutical drugs advertising. A discussion and agenda for future research. Journal of Medicine and Life, 5(4), 428-432.
  • Öksüz, B. ve Altıntaş, V. (2017). Sağlık turizminde dijital iletişim kanallarının kullanımı. Seyahat ve Otel İşletmeciliği Dergisi, 14(1), 59-75.
  • Özsarı, H. ve Karatana, Ö. (2013). Sağlık turizmi açısından Türkiye’nin durumu. Kartal Eğitim ve Araştırma Hastanesi Tıp Dergisi, 24(2), 136-144. doi:10.5505/jkartaltr.2013.69335
  • Parvanta, C., Nelson, D.E., Parvanta, S.A. ve Harner, R.N. (2011). Essentials of public health communication. USA: Jones & Bartlett Publishers.
  • Racine, E., Bar-Ilan, O. ve Illes, J. (2005). fMRI in the public eye. Nature Reviews Neuroscience, 6(2), 159-164. doi:10.1038/nrn1609
  • Sample, I. ve Adam, D. (2003). The brain can’t lie: Brain scans reveal how you think and feel and even how you might behave. The Guardian. https://www.theguardian.com /science/2003/nov/20/neuroscience.science (Erişim tarihi: 10.11.2018)
  • Santas, F., Santas, G. ve Ugurluoglu, O. (2017). Advertising bans in the health sector: A case study. International Journal of Healthcare Management. doi:10.1080/20479700.2017.1412875
  • Tengilimoğlu, D. (2012). Sağlık hizmetleri pazarlaması. Ankara: Siyasal Kitabevi.
  • The Lancet Neurology. (2004). Neuromarketing: Beyond branding, The Lancet Neurology, 3, 71.
  • Walji, M.F., Valenza, J.A. ve Zhang, J. (2009). E-health marketing. E.V. Wilson, (Ed), In patient-centered e-health. USA: Information Science Reference.
  • Warren, J. (2018). How guerrilla marketing lessons make hospital marketing better. https://marketingyourhospital.com/how-guerrilla-marketing-lessons-make- hospitalmarketing-better/ (Erişim tarihi: 10.11.2018).
  • Wilson, R.F. (2018). The six simple principles of viral marketing. https://www.practicalecommerce.com/viral-principles (Erişim tarihi: 9.11.2018).
  • Yasmin, A., Tasneem, S. ve Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration, 1(5), 69-80.
  • Yiğit, V. (2016). Kamu hastanelerinde medikal turizminin gelişimini etkileyen faktörler. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 7(15), 107-119.

Güncel Pazarlama Yaklaşımlarının Sağlık Hizmetlerinde Uygulanabilirliği

Year 2020, Volume: 22 Issue: 2, 432 - 443, 29.06.2020
https://doi.org/10.32709/akusosbil.482305

Abstract

Sağlık hizmetlerinin kendine özgü özellikleri nedeniyle sağlık hizmetlerinde pazarlama faaliyetleri diğer hizmet sektörlerinden farklılaşmaktadır. Sağlık hizmeti pazarlaması; sağlık hizmeti sunucularının sayısının artması, artan tıbbi maliyetler ve tıbbi odakların değişmesi gibi zorluklarla rekabetçi bir şekilde nasıl başa çıkılabileceğine dair bir anlayış sağlamaktadır. Sağlık hizmetleri pazarlamasına yönelik eleştiriler olmakla birlikte, her türlü hizmette olduğu gibi sağlık hizmetlerinde de memnuniyeti yaratma ve sadakat oluşturmada hizmet pazarlamasının temel ilkeleri ve yönleri katkı sağlayabilmektedir. Bu çalışmada güncel pazarlama yaklaşımlarından nöropazarlama, viral pazarlama, gerilla pazarlama ve dijital pazarlama stratejilerine yer verilmektedir. Ayrıca çalışmada güncel pazarlama yaklaşımlarının sağlıkta uygulanabilirliği örnekler üzerinden tartışılmaktadır. Hastalıkların erken teşhisinde ve sağlığın geliştirilmesi hizmetlerinde bu çalışmada bahsedilen güncel pazarlama yaklaşımlarından daha fazla yararlanılabileceği söylenebilir.

References

  • Ağırbaş, İ., Akbulut, Y. ve Bayın, G. (2011). Sağlık sektöründe verilen reklam cezalarının sistematik analizi. 5. Sağlık ve Hastane İdaresi Kongresi, 13-16 Ekim, Fethiye, Türkiye.
  • Altsoy, S. ve Taştan Boz, İ. (2019). Medikal turizm alanında faaliyet gösteren hastanelerdeki mevcut sorunlar ve çözüm önerileri. Hacettepe Sağlık İdaresi Dergisi, 22(1), 113-134.
  • Argan, M. ve Tokay Argan, M. (2006). Viral pazarlama veya internet üzerinde ağızdan ağıza reklam: Kuramsal bir çerçeve. Sosyal Bilimler Dergisi, 2, 231-250.
  • Balıkçıoğlu, B. ve Karacaoğlu, K. (2007). Sosyal bir ürün olarak topluma pazarlanan hayırseverlik: Stratejik hayırseverlik. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(2), 121-141.
  • Berney, T. (2015). Healthcare marketing: More important than ever. https://blog.vimarketingandbranding.com/healthcare-marketing-more-important-than-ever (Erişim tarihi: 9.11.2018).
  • Carter, R. (2018). Six healthcare marketing ideas to cure your social media woes. https://sproutsocial.com/insights/healthcare-marketing-ideas/ (Erişim tarihi: 09.11.2018).
  • Cinnamon, K. (2014). The efficacy of guerrilla advertising on public health issues. The Elon Journal of Undergraduate Research in Communications, 5(1), 24-34.
  • Cooper, P. D. (1994). What is health care marketing, P.D. Cooper, (Ed), In health care marketing: A foundation for managed quality. USA: Jones & Bartlett Learning.
  • Corbin, C.L., Kelley, S.W. ve Schwartz, R.W. (2001). Concepts in service marketing for healthcare professionals. The American Journal of Surgery, 181(1), 1-7.
  • Değirmen, G.C. ve Şardağı, E. (2016). Nöropazarlama uygulamalarının etik bağlamında değerlendirilmesi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 25, 140-160.
  • Eddine, L.N. (2018). Six keys to a strong healthcare digital marketing strategy. https://www.kunocreative.com/blog/strong-healthcare-digital-marketing-strategy (Erişim tarihi: 8.11.2018).
  • Fisher, C.E., Chin, L. ve Klitzman, R. (2010). Defining neuromarketing: practices and professional challenges. Harvard Review of Psychiatry, 18(4), 230-237. doi: 10.3109/10673229.2010.496623
  • Flores, J., Baruca, A. ve Saldivar, R. (2014). Is neuromarketing ethical? consumers say yes. consumers say no. Journal of Legal, Ethical and Regulatory Issues, 17(2), 77-91.
  • Galer-Unti, R.A. (2009). Guerilla advocacy: Using aggressive marketing techniques for health policy change. Health Promotion Practice, 10(3), 325-327. doi: 10.1177/1524839909334513
  • Girardi, C. (2017). The evolving role of digital marketing in healthcare. https://www.evariant.com/blog/evolving-role-digital-marketing-healthcare (Erişim tarihi: 11.11.2018)
  • Girişken, Y. (2012). The analysis of stuffy nose. Mediacat, 214(11), 136-40.
  • Gosselin, P. ve Poitras, P. (2008). Use of an Internet “viral” marketing software platform in health promotion. Journal of Medical Internet Research, 10(4), 1-13. doi:10.2196/jmir.1127
  • Hambelton, K. (2016). Why is digital marketing critical in healthcare? https://www.beckershospitalreview.com/hospital-management-administration/why-is-digital-marketing- critical-in-healthcare.html (Erişim tarihi: 8.11.2018)
  • Harris, J.M., Ciorciari, J. ve Gountas, J. (2018). Public health social media communications and consumer neuroscience. Cogent Psychology, 5(1). doi:10.1080/23311908.2018.1434058
  • Ho, J.Y. ve Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9-10), 1000-1006. doi:10.1016/j.jbusres.2008.08.010
  • Ip, P., Lam, T.H., Chan, S.S.C., Ho, F.K.W., Lo, L.A., Chiu, I.W.S., Wong, W.H.S. ve Chow, C.B. (2014). Use of Internet viral marketing to promote smoke-free lifestyles among chinese adolescents. PLoS One, 9(6), e99082, 1-9. doi:10.1371/journal.pone.0099082
  • Išoraitė, M. (2018). Guerilla marketing features. Ecoforum Journal, 7(1), 1-6.
  • Jain, A. (2010). Temptations in cyberspace: New battlefields in childhood obesity. Health Affairs, 29(3), 425-429. doi:10.1377/hlthaff.2010.0107
  • Kaleli, S. (2018). Sosyal pazarlamada gerilla uygulamalar. Trakya Üniversitesi Sosyal Bilimler Dergisi, 20(2), 313-336. doi:10.26468/trakyasobed.464787
  • Karafakıoğlu, M. (1998). Sağlık hizmetleri pazarlaması. İstanbul: İstanbul Üniversitesi İşletme Fakültesi Yayınları.
  • Kumar, H., Mathur, N. ve Jauhari, S. (2016). Role of emergengening neuromarketing techniques in advertising with particular reference to Indian medical tourism industry: A discussion and agenda for future research. Biannual Journal on Commerce Arts Education Sociology and Humanities, 3(6), 1-11.
  • Leskovec, J., Adamic, L.A. ve Huberman, B.A. (2007). The dynamics of viral marketing. ACM Transactions on the Web, 1(1), 1-39. doi:10.1145/1232722.1232727
  • Lim, W.M. ve Ting, D.H. (2012). Healthcare marketing: Contemporary salient issues and future research directions. International Journal of Healthcare Management, 5(1), 3-11. doi:10.1179/204797012X13293146890048
  • Lun, O.K. ve Yazdanifard, R. (2014). Guerrilla marketing: A successful business model for Xiaomi, Global Journal of Human-Social Science: Economics, 14(7), 12-17.
  • Nurdağ Silkü, S. ve Şar, S. (2015). Nöropazarlama tekniklerinin eczacılık alanında kullanılması. Turkiye Klinikleri Journal of Literature Pharmacy Sciences, 4(1), 37-42. doi:10.5336/pharmsci.2015-45567
  • Orzan, G., Zara, I.A. ve Purcarea, V.L. (2012). Neuromarketing techniques in pharmaceutical drugs advertising. A discussion and agenda for future research. Journal of Medicine and Life, 5(4), 428-432.
  • Öksüz, B. ve Altıntaş, V. (2017). Sağlık turizminde dijital iletişim kanallarının kullanımı. Seyahat ve Otel İşletmeciliği Dergisi, 14(1), 59-75.
  • Özsarı, H. ve Karatana, Ö. (2013). Sağlık turizmi açısından Türkiye’nin durumu. Kartal Eğitim ve Araştırma Hastanesi Tıp Dergisi, 24(2), 136-144. doi:10.5505/jkartaltr.2013.69335
  • Parvanta, C., Nelson, D.E., Parvanta, S.A. ve Harner, R.N. (2011). Essentials of public health communication. USA: Jones & Bartlett Publishers.
  • Racine, E., Bar-Ilan, O. ve Illes, J. (2005). fMRI in the public eye. Nature Reviews Neuroscience, 6(2), 159-164. doi:10.1038/nrn1609
  • Sample, I. ve Adam, D. (2003). The brain can’t lie: Brain scans reveal how you think and feel and even how you might behave. The Guardian. https://www.theguardian.com /science/2003/nov/20/neuroscience.science (Erişim tarihi: 10.11.2018)
  • Santas, F., Santas, G. ve Ugurluoglu, O. (2017). Advertising bans in the health sector: A case study. International Journal of Healthcare Management. doi:10.1080/20479700.2017.1412875
  • Tengilimoğlu, D. (2012). Sağlık hizmetleri pazarlaması. Ankara: Siyasal Kitabevi.
  • The Lancet Neurology. (2004). Neuromarketing: Beyond branding, The Lancet Neurology, 3, 71.
  • Walji, M.F., Valenza, J.A. ve Zhang, J. (2009). E-health marketing. E.V. Wilson, (Ed), In patient-centered e-health. USA: Information Science Reference.
  • Warren, J. (2018). How guerrilla marketing lessons make hospital marketing better. https://marketingyourhospital.com/how-guerrilla-marketing-lessons-make- hospitalmarketing-better/ (Erişim tarihi: 10.11.2018).
  • Wilson, R.F. (2018). The six simple principles of viral marketing. https://www.practicalecommerce.com/viral-principles (Erişim tarihi: 9.11.2018).
  • Yasmin, A., Tasneem, S. ve Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration, 1(5), 69-80.
  • Yiğit, V. (2016). Kamu hastanelerinde medikal turizminin gelişimini etkileyen faktörler. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 7(15), 107-119.
There are 44 citations in total.

Details

Primary Language Turkish
Journal Section Law
Authors

Gülcan Şantaş 0000-0002-0488-9375

Fatih Şantaş 0000-0002-0595-4183

Publication Date June 29, 2020
Submission Date November 13, 2018
Published in Issue Year 2020 Volume: 22 Issue: 2

Cite

APA Şantaş, G., & Şantaş, F. (2020). Güncel Pazarlama Yaklaşımlarının Sağlık Hizmetlerinde Uygulanabilirliği. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 22(2), 432-443. https://doi.org/10.32709/akusosbil.482305

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