Smart marketing and advanced personalization in healthcare services: the role of consumer data in improving patient experience and brand interaction
Background: With the expansion of digital technologies in healthcare, smart marketing has emerged as a data-driven approach that plays a prominent role in enhancing patient experience and improving interaction with healthcare service brands. Methods: This descriptive-analytical study was conducte...
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| Format: | Article |
| Language: | English |
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Shahid Beheshti University of Medical Sciences
2025-07-01
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| Series: | Social Determinants of Health |
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| Online Access: | https://journals.sbmu.ac.ir/sdh/article/view/48718 |
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| _version_ | 1849409760503267328 |
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| author | Mehrdad Tarassoli Mohammad Farid Ashouri |
| author_facet | Mehrdad Tarassoli Mohammad Farid Ashouri |
| author_sort | Mehrdad Tarassoli |
| collection | DOAJ |
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Background: With the expansion of digital technologies in healthcare, smart marketing has emerged as a data-driven approach that plays a prominent role in enhancing patient experience and improving interaction with healthcare service brands.
Methods: This descriptive-analytical study was conducted in a field setting. The study population consisted of 220 managers and experts in healthcare marketing from healthcare institutions and health-focused companies. Using Cochran's formula, a simple random sample of 140 participants was selected. The data collection tool was a researcher-developed questionnaire, whose validity was confirmed by digital health experts and reliability was verified with a Cronbach's alpha of 0.87. Data analysis was performed using SPSS software and multiple regression analysis.
Results: The Results showed that smart marketing significantly and positively influences patient (customer) experience, explaining approximately 62% of its variance (β = 0.55, p < 0.01). Additionally, brand interaction contributed to 56% of the changes in patient experience (β = 0.44, p < 0.01), while the use of consumer data accounted for 22% of its variation (β = 0.81, p < 0.01). Furthermore, patient experience itself explained 28% of the variance in advanced Personalization, confirming its mediating role in enhancing personalize healthcare delivery.
Conclusion: Data-driven smart marketing in healthcare can facilitate the design of personalized healthcare services, leading to sustainable patient interactions and gaining a competitive advantage in the healthcare market.
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| format | Article |
| id | doaj-art-b0a5c61e82fa4f63968c02840e83e814 |
| institution | Kabale University |
| issn | 2423-7337 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Shahid Beheshti University of Medical Sciences |
| record_format | Article |
| series | Social Determinants of Health |
| spelling | doaj-art-b0a5c61e82fa4f63968c02840e83e8142025-08-20T03:35:23ZengShahid Beheshti University of Medical SciencesSocial Determinants of Health2423-73372025-07-0111110.22037/sdh.v11i1.48718Smart marketing and advanced personalization in healthcare services: the role of consumer data in improving patient experience and brand interactionMehrdad Tarassoli 0Mohammad Farid Ashouri1Master of Business Administration, Department of Business Administration, Finance Major, CT.C., Islamic Azad University, Tehran, IranMaster of Business Administration, Department of Business Administration, Marketing Major, University of Tehran, Kish International Campus, Tehran, Iran Background: With the expansion of digital technologies in healthcare, smart marketing has emerged as a data-driven approach that plays a prominent role in enhancing patient experience and improving interaction with healthcare service brands. Methods: This descriptive-analytical study was conducted in a field setting. The study population consisted of 220 managers and experts in healthcare marketing from healthcare institutions and health-focused companies. Using Cochran's formula, a simple random sample of 140 participants was selected. The data collection tool was a researcher-developed questionnaire, whose validity was confirmed by digital health experts and reliability was verified with a Cronbach's alpha of 0.87. Data analysis was performed using SPSS software and multiple regression analysis. Results: The Results showed that smart marketing significantly and positively influences patient (customer) experience, explaining approximately 62% of its variance (β = 0.55, p < 0.01). Additionally, brand interaction contributed to 56% of the changes in patient experience (β = 0.44, p < 0.01), while the use of consumer data accounted for 22% of its variation (β = 0.81, p < 0.01). Furthermore, patient experience itself explained 28% of the variance in advanced Personalization, confirming its mediating role in enhancing personalize healthcare delivery. Conclusion: Data-driven smart marketing in healthcare can facilitate the design of personalized healthcare services, leading to sustainable patient interactions and gaining a competitive advantage in the healthcare market. https://journals.sbmu.ac.ir/sdh/article/view/48718Digital HealthHealth Care SectorMarketingMedical RecordsPatient Participation |
| spellingShingle | Mehrdad Tarassoli Mohammad Farid Ashouri Smart marketing and advanced personalization in healthcare services: the role of consumer data in improving patient experience and brand interaction Social Determinants of Health Digital Health Health Care Sector Marketing Medical Records Patient Participation |
| title | Smart marketing and advanced personalization in healthcare services: the role of consumer data in improving patient experience and brand interaction |
| title_full | Smart marketing and advanced personalization in healthcare services: the role of consumer data in improving patient experience and brand interaction |
| title_fullStr | Smart marketing and advanced personalization in healthcare services: the role of consumer data in improving patient experience and brand interaction |
| title_full_unstemmed | Smart marketing and advanced personalization in healthcare services: the role of consumer data in improving patient experience and brand interaction |
| title_short | Smart marketing and advanced personalization in healthcare services: the role of consumer data in improving patient experience and brand interaction |
| title_sort | smart marketing and advanced personalization in healthcare services the role of consumer data in improving patient experience and brand interaction |
| topic | Digital Health Health Care Sector Marketing Medical Records Patient Participation |
| url | https://journals.sbmu.ac.ir/sdh/article/view/48718 |
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