Marketing Policies and Strategies in Health
Marketing Policies and Strategies in Health

Summary/Abstract: The healthcare sector is undergoing profound transformations driven by technological innovation, digitalization, and changing patient expectations. The article explores modern trends such as digital branding, patient- centered communication, the use of social media, and the growing impact of artificial intelligence in optimizing healthcare marketing. To write this article, we drew on scientific research from economic literature as well as the latest studies and articles on marketing strategies used in the healthcare field. The article explores the modern development directions – digital branding, transparent communication, the use of social networks, online reputation and the role of artificial intelligence in optimizing medical marketing processes. The case study conducted on a sample of 20 medical institutions in Romania aimed to evaluate the application of marketing policies and strategies in improving services and strengthening the relationship with patients. The results indicate an increasing focus on digitalization, educational campaigns and patient loyalty, but also a need for professionalization, dedicated resources and inter-institutional cooperation. The paper highlights that the success of modern healthcare institutions depends on their ability to combine professional excellence with empathetic, transparent communication tailored to the real needs of patients.

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