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Marketing Communication and Promotion in Health Services

In: Promotion and Marketing Communications

Author

Listed:
  • Aykut Ekiyor
  • Fatih Altan

Abstract

Marketing communication in the health sector is the communication of the products or services produced by health organizations to the potential users and convincing them about the benefits to be provided. Although the use of the concept of health services and promotion is controversial, promotional activities in health services are different from promotion activities in other sectors. Public relations (PRs) rather than advertising are in the forefront of promotion activities in the health sector. Health institutions, especially hospitals, are highly complex systems both in terms of services provided and organizational structure. The aim of this study is to reveal the importance of promotion activities in health care and their different aspects from other sectors. In this context, the international literature on health marketing was searched, and this content was created. As a result, the aim of promotion in health services is not to direct the patient unnecessarily to consumption but to inform patients, to convince them about benefits of the services, and to facilitate their service delivery by increasing their participation in the service process. If promotion tools are used correctly in health care, they can help in early diagnosis of many diseases.

Suggested Citation

  • Aykut Ekiyor & Fatih Altan, 2020. "Marketing Communication and Promotion in Health Services," Chapters, in: Umut Ayman & Anil Kemal Kaya (ed.), Promotion and Marketing Communications, IntechOpen.
    • Handle: RePEc:ito:pchaps:198749
    DOI: 10.5772/intechopen.91656
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    More about this item

    Keywords

    promotion; marketing; health care; communication; consumer;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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