ULOGA DIGITALNOG MARKETINGA U PROMOCIJI ZDRAVSTVENIH USLUGA
THE ROLE OF DIGITAL MARKETING IN THE PROMOTION OF HEALTH SERVICES

Summary/Abstract: Digital marketing represents a crucial tool for promoting products and services in today's digital age. Through channels such as social media, email marketing, SEO, and paid ads, various corporations, brands, and companies can reach a wide audience. Its main advantage is the ability to precisely target and track campaign results in real time. The role of digital marketing in business is essential because the global population increasingly uses the internet for information and shopping, while on the other hand, companies use analytical tools to better understand user behavior and tailor their strategies to meet their needs. Digital marketing enables small companies to compete with larger competitors, providing them with a platform to expand in the market with optimized costs. The main goal of the research is to determine the extent to which digital marketing is represented in healthcare institutions for the purpose of promoting health and a healthy lifestyle. The secondary objectives are to analyze how social media through digital marketing can promote awareness of preventive measures and healthy lifestyle habits among the population and how digital marketing affects the behavior of patients when searching for health information, choosing health services, and making treatment decisions. The research was conducted through the analysis of websites, social networks, and social platforms of health institutions within the territory of the Federation of Bosnia and Herzegovina (FBiH) that deal with the provision of health care in the fields of physiotherapy and occupational therapy, family practice, and public health. An analysis of social media shows an increase in the awareness of healthcare institutions about the importance of digital marketing, with an emphasis on institutions of public health and family practice. More than 60% of patients report that they regularly read reviews from other patients before making a decision on choosing healthcare services, with digital platforms playing a key role in gathering this information. These results indicate the significant impact of digital marketing on patient behavior and confirm the importance of digital channels in raising awareness of preventive measures and developing healthy habits among the population of health service users in FBiH.

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