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Digital Transformation in Health Care and Its Marketing Dimension

Author

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  • Czerska Iwona

    (Department of Marketing Research, Faculty of Management, Wroclaw University of Economics and Business, 118/120 Komandorska Str., 53-345 Wroclaw, Poland)

Abstract

To present issues treating digital transformation in the health sector and highlight the marketing dimension of this process.

Suggested Citation

  • Czerska Iwona, 2023. "Digital Transformation in Health Care and Its Marketing Dimension," Marketing of Scientific and Research Organizations, Sciendo, vol. 49(3), pages 27-46, September.
    • Handle: RePEc:vrs:mosaro:v:49:y:2023:i:3:p:27-46:n:4
    DOI: 10.2478/minib-2023-0014
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    Keywords

    digital transformation; artificial intelligence; health care; marketing; patient; generations X and Y; cyfrowa transformacja; sztuczna inteligencja; ochrona zdrowia; marketing; pacjent; generacje X i Y;
    All these keywords.

    JEL classification:

    • I19 - Health, Education, and Welfare - - Health - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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