Usage of digital marketing and medical mobile application in online medical consulting services during pandemic with reference to consumers in Chennai city

N. Mariyappan; G. Sangeetha

doi:10.53730/ijhs.v6nS3.7740

Usage of digital marketing and medical mobile application in online medical consulting services during pandemic with reference to consumers in Chennai city

https://doi.org/10.53730/ijhs.v6nS3.7740

Authors

Mariyappan N. Research scholar, Department of commerce, SRMIST - KTR, Chennai
G. Sangeetha Research Supervisor, Assistant Professor, Department of Commerce, SRMIST - KTR, Chennai

Keywords:

digital, technologies, medical industry, COVID-19, constraints, mobile, application, online

Abstract

Digital is paving the way into the healthcare industry, and in recent days, digital technologies have been used to help the public-health response to COVID-19 all over the world. The medical sector is being forced to incorporate digital technology into medical treatment in order to give better accessibility and flexibility to the general population. It also includes the accessibility of open data about health, treatment, complications, and current scientific research advances. Because of the widespread of COVID – 19, medical industry urged to adopt digital marketing and online mobile application to provide best consulting service as well as ensuring that every patient continues to receive proper consultation. This sudden shift from offline to online engages the medical practitioner to deliver suitable services without constraints. This study has been done with 73 responses through random sampling method. The chi-square test, percentage analysis and correlation test were utilized as statistical techniques.

Downloads

Download data is not yet available.

References

Pratap Arni and Seema Laddha (2017), “Adoption of Digital Marketing in Health Industry”, SIES Journal of Management, June 2017, Vol. 13(1)

Hermes, S., Riasanow, T., Clemons, E.K. et al. (2020). “The digital transformation of the healthcare industry: exploring the rise of emerging platform ecosystems and their influence on the role of patients”. Bus Res 13, 1033–1069. https://doi.org/10.1007/s40685-020-00125-x

Radu G et al (2017), “The adaptation of health care marketing to the digital era”, Journal of Medicine and Life Vol. 10, Issue 1, January-March 2017, pp.44-46.

Maksut Senbekov, Timur Saliev, Zhanar Bukeyeva, Aigul Almabayeva, Marina Zhanaliyeva, Nazym Aitenova, Yerzhan Toishibekov, Ildar Fakhradiyev, (2020) "The Recent Progress and Applications of Digital Technologies in Healthcare: A Review", International Journal of Telemedicine and Applications, vol. 2020, Article ID 8830200, 18 pages,. https://doi.org/10.1155/2020/8830200

Gupta A, Tyagi M, Sharma D (2013). “Use of social media marketing in healthcare”. Journal of Health Management. ;15(2):293–302.

Khang H, Ki EJ, Ye L. (1997–2010) “Social media research in advertising, communication, marketing, and public relations”,. Journalism & Mass Communication Quarterly. 2012; 89(2):279–298.

Ritu Agarwal & Michelle Dugas & Guodong (Gordon) Gao & P. K. Kannan, 2020. "Emerging technologies and analytics for a new era of value-centered marketing in healthcare," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 9-23, January. https://doi.org/10.1007/s11747-019-00692-4

Adamson AS, Smith A. (2018) Machine Learning and Health Care Disparities in Dermatology. JAMA Dermatol; 154(11):1247–1248. doi:10.1001/jamadermatol.2018.2348

P.K. Kannan, Hongshuang “Alice” Li, Digital marketing: A framework, review and research agenda,

International Journal of Research in Marketing, Volume 34, Issue 1, 2017, Pages 22-45, ISSN 0167-8116, https://doi.org/10.1016/j.ijresmar.2016.11.006.

Christine Moorman, Erika Matulich, A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability, Journal of Consumer Research, Volume 20, Issue 2, September 1993, Pages 208–228, https://doi.org/10.1086/209344

Khang H, Ki E-J, Ye L. (1997–2010). “Social Media Research in Advertising, Communication, Marketing, and Public Relations”, Journalism & Mass Communication Quarterly. 2012;89(2):279-298. doi:10.1177/1077699012439853.

Published

23-05-2022

How to Cite

Mariyappan, N., & Sangeetha, G. (2022). Usage of digital marketing and medical mobile application in online medical consulting services during pandemic with reference to consumers in Chennai city. International Journal of Health Sciences, 6(S3), 7254–7262. https://doi.org/10.53730/ijhs.v6nS3.7740

Download Citation

Issue

Vol. 6 No. S3 (2022)

Section

Peer Review Articles

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Articles published in the International Journal of Health Sciences (IJHS) are available under Creative Commons Attribution Non-Commercial No Derivatives Licence (CC BY-NC-ND 4.0). Authors retain copyright in their work and grant IJHS right of first publication under CC BY-NC-ND 4.0. Users have the right to read, download, copy, distribute, print, search, or link to the full texts of articles in this journal, and to use them for any other lawful purpose.

Articles published in IJHS can be copied, communicated and shared in their published form for non-commercial purposes provided full attribution is given to the author and the journal. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.

This copyright notice applies to articles published in IJHS volumes 4 onwards. Please read about the copyright notices for previous volumes under Journal History.