Abstract:

With the development of digital tecnologies, information transfer becomes much easier and information is shared in an interactive way. In this way, businesses that adapt to the digilization process strengthen the communication bond they have established with customers. Due to the structure of the sector, the source of information used in the demand for health services is quite high. However, due to the high asymmetry of information with the effect of changing society typology in most of these resources, changing patient expectations, communication between patient and physician gaining a different dimension, etc. , the importance of digital communication and marketing concepts is increasing in the health sector. In this study, digital marketing channels of 13 city hospitals actively serving in Turkey as of November- December 2021 were examined by content analysis method. As a result of the review, it was determined that there are deficiencies in the websites, mobile applications, social media content and current sharing situations of the city hospitals, search engine optimization. With the increase in internet and smartphone usage rates in society, health institutions are also advised to use digital marketing channels with effective performance

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