Home⇛Business Research Journal⇛vol. 5 no. 1 (2019)

Impact Of Digital Marketing on Outpatients’ Preference

Rhett Rwyneth S. Ragot | Nicanor Lazaro

 

Abstract:

As the generation of today has fully embraced digital marketing for awareness and promotions, the researcher thought that digital marketing could be a good approach for hospitals to communicate to their clients about their brand, services offered, facilities and doctors. By this study, the information extracted from the outpatients of the hospitals selected by the researcher in Quezon City will determine the importance of digital marketing as a promotional tool of the healthcare industry particularly of hospitals. This study, therefore seeks to propose improvements on how to effectively apply and utilize digital marketing using the AIDA model of marketing or the Attention, Interest, Desire and Action as the basis and a means of promotion to be used. The data was gathered via questionnaire and distributed to the respondents; a number of 138 former and existing outpatients who have experienced any transaction or engagements with the selected hospitals of Quezon City. As a result, it was proven by the researcher that the respondents are into digital marketing. However, it does not have any significance as to their preference of hospital engagements because their relationship with their doctors still matters the most.



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