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In my opinion, compelling examples of the work of marketing in health care are advertising of anti-COVID measures on social networks and advertising of psychological support services. In these cases, the advertisement took the form of a promotion and a call to action. Marketers promoted and spoke in clear language about the benefits of psychological counseling. With the advent of the COVID-19 pandemic, people were more likely to see calls for health protection and the use of masks, maintaining distance on social networks. The target audience for marketers has become the use of social networks, which generally cover several billion people (Radu et al., 2017). It was especially true for adolescents and young people, who are the most active users of social networks. In the case of COVID-19, I think advertising has been very effective. Such ads have seriously raised awareness among social media users, although some people found them intrusive. The case of psychological support services is more difficult to analyze since many people still avoid discussing mental problems. However, such advertisements made young people more tolerant of mental disorders and taught them more understanding than the older generation.
Telemedicine and the introduction of artificial intelligence are currently the most important and influential modern healthcare trends. Telemedicine has accelerated in development due to the COVID-19 pandemic, which has reduced hospital workload. Innovations usually make the work of nurses and doctors easier while maintaining the quality of care (Smith, 2017). For example, the introduction of artificial intelligence in the intensive care unit and intensive care will quickly capture the slightest changes in the condition of patients; consequently, decision-making will become faster. Artificial intelligence helps to monitor a large number of patients with increased attention (Top 10 healthcare industry trends & innovations in 2022, 2022). Innovation is essential because it allows physicians to cope with their duties. To meet the markets current needs, the development of telemedicine in the field of psychotherapy is necessary, and many doctors have already demonstrated this. The COVID-19 pandemic has shown doctors that innovation and artificial intelligence, in particular, can help manage massive patient flows in emergencies.
References
Radu, G., Solomon, M., Gheorghe, C. M., Hostiuc, M., Bulescu, I. A., & Purcarea, V. L. (2017). The adaptation of health care marketing to the digital era. Journal of Medicine and Life, 10(1), 4446.
Smith, K. T. (2017). Hospital marketing and communications via social media. Services Marketing Quarterly, 38(3), 187201. Web.
Top 10 healthcare industry trends & innovations in 2022. StartUs Insights. Web.
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