ISSN: 2222-6990
Open access
Healthcare marketing is a broad field that includes both general and specific knowledge of marketing and business activities related to goods and services in the areas of medicine, therapy, and patient/citizen/buyer health improvement, with profits going to the society and organizations that provide the good or service. This study is undertaken to understand the healthcare sector and examine whether digital marketing is an appropriate marketing practice because the healthcare industry is seen to be lagging other industries in the field of digital marketing. This study adopted a cross-sectional survey research design, which enabled the one-time collection of data from 575 employees of four private hospitals in Beijing, namely Beijing Yandu Hospital, Beijing Chaoyang Third Hospital, Beijing United Family Hospital and Beijing New Century International Hospital for Children for analysis and findings generation. The population comprised employees of four private hospitals in Beijing. Using a confidence level of 80 percent and an error margin of 20 percent. Krejcie and Morgan formula was applied to determine the sample size for this study as follows: N=460, S=210. The findings reveal that there is a positive correlation between hospital performance and 2 of the independent variables (social media marketing and email marketing). Email marketing has the highest positive connection (0.202**) with hospital performance. In a similar vein, the findings demonstrate a positive correlation between hospital performance and social media marketing (0.145*). Therefore, H1 and H3 hypotheses proposed were accepted. As for multiple linear regression analysis, the R square is 0.514, showing that this model explained 51.4% of the variations in hospital performance. Digital strategies that affect the hospital performance include social media marketing, online advertising, and email marketing. Social media marketing and email marketing showed significant positive relationship with hospital performance, with p values of 0.014 and 0.015 respectively. P value less than 0.005 indicates there is a significant relationship between the two variables. The results state that the beta coefficients for two independent variables (social media marketing and email marketing) had a positive and significant effect on hospital performance. The results revealed that email marketing has the highest beta value (0.182) followed by social media marketing (0.108). However, for online advertising, p=0.822 and beta coefficients is -0.015. This indicates that online advertising is not significantly positive related to hospital performance.
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