Creating a Digital Marketing Plan for a Hospital
Riaz, Waqas (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024111828578
https://urn.fi/URN:NBN:fi:amk-2024111828578
Tiivistelmä
The objective of this thesis was to create a digital marketing plan for a hospital to reach and engage potential customers through digital marketing. The case company was transformed from a small clinic into a big hospital but it was lacking a systemic approach for digital marketing practices in form of a digital marketing plan.
This study utilized an applied action research approach and qualitative research methods to analyze the case company’s documents and conduct interviews with the stakeholders. After setting the thesis objective, the study started with a CSA, where interviews were conducted with the CEO of the case company and internal documents analyzed (website and the social media). Additionally, a competitor analysis was conducted to analyze the websites and social media presence of key competitors and establish key benchmarks. Results from CSA informed the search for relevant digital marketing theory and building the conceptual framework, so that to guide developing a digital marketing plan in the practical part of the thesis.
The outcome of this thesis is a digital marketing plan for a hospital with five stages as well as identifying various digital marketing tools and best available practices.
The digital marketing plan proposed specific action points for each stage of its implementation. The digital marketing plan mainly proposed developments to increase functionality of the existing website and social media of the case company while incorporating web analytics tools and automating marketing activities.
This proposal is expected to help the case company to streamline its digital marketing practices, improve its website and social media presence and utilize marketing automation tools effectively. Full implementation of the proposal should strengthen the competitiveness of the case company within healthcare sector, support business growth, expand market reach through digital channels and increase revenue potential.
This study utilized an applied action research approach and qualitative research methods to analyze the case company’s documents and conduct interviews with the stakeholders. After setting the thesis objective, the study started with a CSA, where interviews were conducted with the CEO of the case company and internal documents analyzed (website and the social media). Additionally, a competitor analysis was conducted to analyze the websites and social media presence of key competitors and establish key benchmarks. Results from CSA informed the search for relevant digital marketing theory and building the conceptual framework, so that to guide developing a digital marketing plan in the practical part of the thesis.
The outcome of this thesis is a digital marketing plan for a hospital with five stages as well as identifying various digital marketing tools and best available practices.
The digital marketing plan proposed specific action points for each stage of its implementation. The digital marketing plan mainly proposed developments to increase functionality of the existing website and social media of the case company while incorporating web analytics tools and automating marketing activities.
This proposal is expected to help the case company to streamline its digital marketing practices, improve its website and social media presence and utilize marketing automation tools effectively. Full implementation of the proposal should strengthen the competitiveness of the case company within healthcare sector, support business growth, expand market reach through digital channels and increase revenue potential.