Determining Marketing and Communication Dimensions of Healthcare Providers in Hungary

Abstract While the actors of the developed world are deeply concerned with the complex interpretation of health, studying the path leading to that is a less investigated area, although, among the global Sustainable Development Goals (SDGs), a prominent role is given to the complex experience of health and its quality improvement. Regarding the V4 countries, many indicators of health need to be improved, while the quality of online marketing and communication, as well as the social media activities of private healthcare providers, largely determines the intensity and efficiency of using the service they provide. The focus of the online survey, with the involvement of almost 2,000 respondents, was to assess whether the marketing activities of healthcare services and their activities on social media platforms meet the expectations of Hungarian female consumers. Due to the results, social media platforms proved to be extremely critical, although older respondents trust advertisements about marketing services less. In the selection of service providers, patients base their decisions to a decisive extent on the expressions of the community of acquaintances, which assumes the management of a multi-level marketing, and communication tool park, and the emphatic and controlled education of brand ambassadors.