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Optimising marketing of telehealth services: Marketing to the right audience with the right message

Author

Listed:
  • Dapko, Jennifer L.

    (Florida Southern College, USA)

  • Krause, Elizabeth A.

    (Florida Southern College, USA)

  • Falcon, Silviana

    (Florida Southern College, USA)

Abstract

This study examines consumer sentiments regarding telehealth services and offers healthcare providers actionable recommendations for effective marketing techniques to engage existing and prospective patients. By effectively customising telehealth communication to align with distinct patient demographics, healthcare organisations can mitigate advertising inefficiencies and amplify the positive impact of telehealth services. Yet, despite its relevance, there exists a notable research gap concerning optimal marketing approaches for telehealth services. Utilising secondary survey data, researchers construct a telehealth user lookalike profile. This study will assist healthcare administrators and practitioners understand the demographic predisposition towards telehealth adoption. Additionally, it offers valuable insights into crafting targeted messaging and strategically identifying promotion platforms tailored to this receptive audience. This article is also included in The Business & Management Collection which can be accessed at https:// hstalks.com/business/

Suggested Citation

  • Dapko, Jennifer L. & Krause, Elizabeth A. & Falcon, Silviana, 2025. "Optimising marketing of telehealth services: Marketing to the right audience with the right message," Management in Healthcare: A Peer-Reviewed Journal, Henry Stewart Publications, vol. 9(4), pages 378-397, June.
    • Handle: RePEc:aza:mih000:y:2025:v:9:i:4:p:378-397
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    More about this item

    Keywords

    telehealth; telemedicine; marketing strategy; patient engagement; patient attitudes; home care; technology adoption; target marketing; digital health;
    All these keywords.

    JEL classification:

    • I1 - Health, Education, and Welfare - - Health
    • I10 - Health, Education, and Welfare - - Health - - - General

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