Marketing digital y el profesional sanitario del siglo XXI
Digitalization comes with a change in the communication paradigm in the healthcare system and patient interaction. Health marketing is positioned as an alternative to give responses to these new demands. In this master's thesis, the main characteristics of marketing applied to the health sector...
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| Tipo de recurso: | tesis de maestría |
| Fecha de publicación: | 2021 |
| País: | España |
| Institución: | Universitat Oberta de Catalunya (UOC) |
| Repositorio: | O2, repositorio institucional de la UOC |
| OAI Identifier: | oai:openaccess.uoc.edu:10609/128567 |
| Acceso en línea: | http://hdl.handle.net/10609/128567 |
| Access Level: | acceso abierto |
| Palabra clave: | marketing sanitario e-health marketing digital health marketing digital marketing màrqueting sanitari màrqueting digital Marketing -- TFM Màrqueting -- TFM |
| Sumario: | Digitalization comes with a change in the communication paradigm in the healthcare system and patient interaction. Health marketing is positioned as an alternative to give responses to these new demands. In this master's thesis, the main characteristics of marketing applied to the health sector are analyzed as much as its usefulness. Likewise, it exposes an investigation directed to the Spanish health professional to know more about the use of primary digital marketing tools. As well as observe what impact these have on the daily practice of the health professional. |
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