کشف ارتباطات ترکیبی بازاریابی آنلاین برای خدمات مراقبت بهداشتی

Any marketplace, nowadays, is made out of a crowded environment of businesses which provide almost the same services. New organizations enter the market on a daily basis without knowing they will survive. The help for organizations to distinguish their services from the ones offered by their competition comes in the shape of one “P”, marketing communications. Communication is the most visible and audible component of the marketing mix, which used wisely, may bring many advantages. Further, organizations include descriptive elements in their communication messages such as the nature of their activities, the benefits consumers would have and other elements which help consumers “tangibilize” the services provided. Many businesses moved from the offline environment to the online, becoming more consumer oriented. For an organization to both succeed and survive, it is essential to find the balance, the ideal mix between the services it offers in the real world and its online communications. For example, in health care services consumers are “hooked” by traditional communication tools, experience the service and afterwards use the internet to deliver indirect feedback on their lived experiences. The aim of this paper is to shed light upon the online marketing communications mix applied in health care services.