Sağlık Turizminde Güncel Dijital Pazarlama Uygulamaları
Özet
Müşteri (hasta) odaklılığı nedeniyle rekabetin olduğu hemen her sektörde öncül durumdaki pazarlama doğal olarak en hızlı dijitalleşen iş kollarından birisidir. Yaklaşık son elli yılda rekabetle ve pazarlamayla tanışan sağlık sektörü ile yüzyıllardır rekabetle evrilen turizm sektörünün bileşimi olan sağlık turizmi de belki de geleneksel pazarlamadan daha çok dijital pazarlamayla rekabet etmektedir. Bu nedenle çok hızlı değişen ve gelişen dijital pazarlama uygulamalarının sağlık turizmine adapte edilmesi gerekmektedir. Bunun farkında olan devletler ve firmalar rekabet üstünlüğü sağlamak için bu konuda ciddi yatırımlar yapmaktadırlar. Bu çalışmada önce sağlık turizminde dijital pazarlama uygulamaları hakkındaki araştırmalar incelenmiş, en güncel dijital pazarlama araçlarına yer verilmiştir. Bu araçlar dijital platformlar, web sayfaları ve içerik pazarlaması, arama motoru optimizasyonu, sosyal medya pazarlaması, görüntülü reklamlar, etkili kişi (ınfluencer), yeniden hedefleme (retargetıng) ve yeniden pazarlama (remarketıng), chatbot, sosyal medya, e-posta ve mobil pazarlama olarak ele alınmıştır. Bölümün sonunda önümüzdeki dönemde özellikle sağlık turizminde öne çıkacak dijital pazarlama trendleri ve uygulamalarına yer verilmiş ve ardından özellikle sağlık turizmi uygulayıcıları ve yöneticileri için hem stratejik hem de pratik öneriler sıralanmıştır. En önemli stratejiler hasta odaklı düşünme ve kar odaklı segmentasyon ve hedefleme, güven verici iletişimi güçlendirme ve ajans kullanımı olarak özetlenebilir. Öne çıkan bazı taktikler ise sağlık platformlarına yatırım, web sayfası ya da bloglar üzerinden içerik paylaşımı, sosyal medyada kişisel iletişim ve mobil pazarlama uygulamalarına ağırlık verilmesidir.
Referanslar
Angeloni, S. & Rossi, C. (2020). Online search engines and online travel agencies: A Comparative Approach. Journal of Hospitality and Tourism Research, 45 (4), 720-749.
Bart, Y., Stephen, A. T., & Sarvary, M. (2014). Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions. Journal of Marketing Research, 51(3), 270–285.
Bayev, V. V., Bayeva, O. V., Bakhov, I. S., Antonenko, I. Y., & Melnyk, I. L. (2020). Digital marketing as an innovative communication tool in the health tourism system. SSRG International Journal of Engineering Trends and Technology, 68(8), 36-40.
Bektaş, G., Demirel, S., & Ölmez, F. (2017). The importance of digital marketing in health tourism. In 3rd International Conference on Tourism: Theory, Current Issues and Research (p. 76-83).
Beatris, S. (2021, 22 Temmuz). How to improve your social media advertising results. https://www.coolbusinessideas.com/archives/how-to-improve-your-social-media-advertising-results/
Bookinghealth.com.(2022, 23.02.2023).AboutUs. https://bookinghealth.com/about.html
Borah, A., Banerjee, S., Lin, Y.-T., Jain, A., & Eisingerich, A. B. (2020). Improvised marketing interventions in social media. Journal of Marketing, 84(2), 69–91.
Burgess, S., Sellitto, C., Cox, C., and Buultjens, J. (2015). Strategies for Adopting Consumer-generated Media in Small-sized to Medium-sized Tourism Enterprises. International Journal of Tourism Research, 17(5), 432-441.
Chamboko-Mpotaringa, M. & Tichaawa, T.M. (2021). Tourism Digital Marketing Tools and Views on Future Trends: A Systematic Review of Literature. African Journal of Hospitality, Tourism and Leisure, 10(1): 712-726. DOI: https://doi.org/10.46222/ajhtl.19770720-128
Coolbusinessideas.com (2022, 5 Ekim). 5 Benefits of Email Marketing. https://www.coolbusinessideas.com/archives/5-benefits-of-email-marketing/
Coolbusinessideas.com (2022/2, 25 Ağustos). 3 Ways To Keep Customers at Your Small Business Happy. https://www.coolbusinessideas.com/archives/3-ways-to-keep-customers-at-your-small-business-happy/
coolbusinessideas.com. (2022/3, 15 Şubat). How to Build Business Connections on LinkedIn? https://www.coolbusinessideas.com/archives/how-to-build-business-connections-on-linkedin/
coolbusinessideas.com. (2021, 2 Ağustos). 3 Reasons to Hire an SEO Agency. https://www.coolbusinessideas.com/archives/3-reasons-to-hire-an-seo-agency/
Deb, S. K., Nafi, S. M., & Valeri, M. (2022). Promoting tourism business through digital marketing in the new normal era: a sustainable approach. European Journal of Innovation Management, (ahead-of-print).
De Haan, E., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework. International Journal of Research in Marketing, 33(3), 491–507.
Dube, J.-P., Fang, Z., Fong, N., & Luo, X. (2017). Competitive price targeting with smartphone coupons. Marketing Science, 36(6), 944–975.
Fahmi, K., Sihotang, M., Hadinegoro, R. H., Sulastri, E., Cahyono, Y., & Megah, S. I. (2022). Health Care SMEs Products Marketing Strategy: How the Role of Digital Marketing Technology through Social Media?. UJoST-Universal Journal of Science and Technology, 1(1), 16-22.
Firework.com (2022; 12 Ocak). Top 3 Shoppable Video Examples: Ultimate Insights for Growth. https://firework.com/blog/shoppable-video-examples/
Frankland, D. (2022, 1 Haziran). What Values-Driven Consumers Really Want?. https://www.insiderintelligence.com/content/spotlight-what-values-driven-consumers-really-want#page-report
Försch, S., & de Haan, E. (2018). Targeting online display ads: Choosing their frequency and spacing. International Journal of Research in Marketing, 35(4), 661–672.
Hootsuite (2023, 9.3.2023). The future of social marketing. Erişim adresi: https://www.hootsuite.com/research/social-trends/marketing#64BA0hEcwZlA4jVhJmwMm0
Hui, S. K., Inman, J. J., Huang, Y., & Suher, J. (2013). The effect of in-store travel distance on unplanned spending: Applications to mobile promotion strategies. Journal of Marketing, 77(2), 1–16.
ihs.com.tr (2020, 10 Eylül). Push Bildirimleri Nedir? Neden Kullanmalısınız? https://www.ihs.com.tr/blog/push-bildirimleri-nedir/
Tengilimoğlu, D., Guzel, A., Aykan, C., Tengilimoğlu, E., & Boduroğlu, E. (2018). The evaluation of the digital marketing activities of thermal facilities and JCI accredited hospitals in terms of health tourism. International Journal of Health Management and Tourism, 3(2), 108-121.
Grıfftıh E., “The Well-Management Healthcare Organization”, Aupha Press, Chicago 1995
Goldfarb, A., & Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), 389–404.
Gökmen, Y. (2019, 28 Ekim). Remarketing Nedir? Nasıl Yapılır? https://pazarlamaturkiye.com/remarketing-nedir-nasil-yapilir/
Güzel, A. (2017). Sağlık Turizminde Dijital Pazarlama. D. Tengilimoğlu içinde, Sağlık Turizmi (s. 297-328). Ankara: Siyasal Kitabevi.
Halkiopoulos, C., Dimou, E., Kompothrekas, A., Telonis, G., & Boutsinas, B. (2021, June). The E-tour facilitator platform supporting an innovative health tourism marketing strategy. In Culture and Tourism in a Smart, Globalized, and Sustainable World: 7th International Conference of IACuDiT, Hydra, Greece, 2020 (pp. 609-623). Cham: Springer International Publishing.
Heung, V. C., Küçükusta, D., & Song, H. (2011). Medical tourism development in Hong Kong: An assessment of the barriers. Journal of Tourism Management, 32, 995-1005.
Hong, Y.A. (2016), “Vision 2.0 medical tourism and telemedicine: a new frontier of an old business”, Journal of Medical Internet Research, Vol. 18 No. 5, p. e115, doi: 10.2196/jmir.5432, available at: w
Internet World Stats (2022). Internet usage statistics: the internet big Picture. World internet users and 2022 population Stats. Erişim: https://www.internetworldstats.com/stats.htm.
Julaimi, A. R., Abdul Talib, S., and Suhaimi, M. Z. (2016). International tourists revisit intention: A case of the United Arab emirates. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 8, 35-42.ww. ncbi.nlm.nih.gov/pmc/articles/PMC4895094/ (accessed 13 April 2020).
John, S., Larke, R., & Kilgour, M. (2018). Applications of social media for medical tourism marketing: an empirical analysis. Anatolia, 29(4), 553-565.
John T. Wald, J., Farris K. , T., & Kotsenas, A. (2017). Managing Physicians' Medical Brand. 92(4), 685-686. https://www.mayoclinicproceedings.org/article/S0025-6196(17)30031-9/fulltext
Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
Khiong, K. (2022). Impact and Challenges of Digital Marketing in Healthcare Industries during Digital Era and Covid-19 Pandemic. Journal of Industrial Engineering & Management Research, 3(5), 112-118.
Kılıçarslan, M. (2019). Dünyada ve Türkiye’de Sağlık Hizmetlerinin Dijital Pazarlanması. Avrupa Bilim ve Teknoloji Dergisi, (17), 1145-1149.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of marketing, 80(6), 146-172.
Lebow, S. (2023, 3 Mart). Gen Z gives social media ads far more attention than TV commercials. https://www.insiderintelligence.com/content/gen-z-gives-social-media-ads-far-more-attention-than-tv-commercials
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105–5131.
Lo, C. (2020). (2020). Medical tourism: how is digital tech reshaping the industry? Medical Technology, 23. https://medical-technology.nridigital.com/medical_technology_ jan20/medical_tourism_how_is_digital_ tech_reshaping_the_industry (erişim 23.02.2023).
Lobschat, L., Osinga, E. C., & Reinartz, W. J. (2017). What happens online stays online? Segment-specific online and offline effects of banner advertisements. Journal of Marketing Research, 54(6), 901–913.
Lou, C., & Yuan, S. (2019) Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising,19(1), 58-73, DOI: 10.1080/15252019.2018.1533501
Medical Tourism Magazine (2020). Trends in healthcare digital revolution. https://www.magazine.medicaltourism.com/article/trends-healthcare-digital-revolution (Erişim : 23.02.2023).
Miguéns, J., Baggio, R., & Costa, C. (2008, Mayıs). Social Media and Tourism Destinations: TripAdvisor Case Study. Advances in Tourism Research 2008.
Möller, J., & Eisend, M. (2010). A global investigation into the cultural and individual antecedents of banner advertising effectiveness. Journal of International Marketing, 18(2), 80–98.
Osinga, E. C., Zevenbergen, M., & van Zuijlen, M. (2019). Do mobile banner ads increase sales? Yes, in the offline channel. International Journal of Research in Marketing, 36(3), 439–453.
Öksüz, B., & Altıntaş, V. (2017). Sağlık turizminde dijital iletişim kanallarının kullanımı. Seyahat ve otel işletmeciliği dergisi, 14(1), 59-75.
Özsarı, S. H., & Karatana, Ö. (2013). Sağlık Turizmi Açısından Türkiye'nin Durumu. Journal of Kartal Training & Research Hospital/Kartal Egitim ve Arastirma Hastanesi Tip Dergisi, 24(2). 136-144.
Pajkovic, N. (2022, 19 Mayıs). YouTube Unveiled New Shopping Features During Its 'Brandcast' Event. https://www.trendhunter.com/trends/brandcast
Philips, L. (2023, 9 Mart). How consumers shop online for doctors? https://www.insiderintelligence.com/content/how-consumers-shop-online-doctors
Philips, L. (2023/2, 3 Mart). Amazon, One Medical, and BetterHelp targeted by the FTC. https://www.insiderintelligence.com/content/amazon-one-medical-betterhelp-targeted-by-ftc
Rollandi, I. ( 2014, Temmuz 9). Top 10 Best Countries for Medical Tourism, http://www.insidermonkey.com/blog/the-10-best-countries-for-medical-tourism-330910.
Rosu, L.(2023, 24.03.2023).What are SERPs? https://www.advancedwebranking.com/seo/serp/
Sahni, N. S., Narayanan, S., & Kalyanam, K. (2019). An experimental investigation of the effects of retargeted advertising: The role of frequency and timing. Journal of Marketing Research, 56(3), 401–418.
Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science,37(2), 236–258.
Schomer, A. (2021, 22 Temmuz). Consumer Attitudes Toward Digital Advertising 2021. https://www.insiderintelligence.com/content/consumer-attitudes-toward-digital-advertising-2021.
Şevik, F. (2021, Mart 8). Remarketing Nedir? Etkili Remarketing Kampanya Türleri. https://www.dijitalfakulte.com/remarketing-nedir/
Shankar, V., & Malthouse, E. (2007). The growth of interactions and dialogs in interactive marketing. Journal of Interactive Marketing, 21(2), 1–2.
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing, 39(2), 541-565.
Singh, N. (2012). Exploring the factors influencing the travel motivations of US medical tourists. Current Issues in Tourism, 16(5), 436–454.
Sipayung, E. M., Fiarni, C., & Febrian, M. (2021, October). Implementation of Search Engine Optimization (SEO) in Wellness and Beauty Tourism Industry. In 2021 8th International Conference on Electrical Engineering, Computer Science and Informatics (EECSI) (pp. 397-402). IEEE.
Subramaniam, R. K., Singhal, A., & Hopkinson, P. (2019, March). Role of digital marketing to enhance medical tourism in hospitals of Dubai. In 2nd International Conference on Tourism Research (p. 330).
Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal of Marketing, 83(4), 1–20.
Tontuş, H. Ö. (2015). Sağlık Turizminde Tanıtım ve Markalaşma. SATURK
Tosun, N. (2022). Sağlık Turizminde Pazarlama Stratejileri içinde Sağlık Kurumlarında Güncel Pazarlama Araştırmaları (Editörler Çelik ve Kadıoğlu, sy. 215-232): Efe Akademi Yayınları.
Trenhunter.com (2023, 10 Mart). Shopable Short. https://www.trendhunter.com/ protrends/shoppable-short
Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the Annals of Tourism Research Curated Collection on Artificial Intelligence and Robotics in Tourism. Annals of Tourism Research, 81 (3), 102883.
Varadarajan, R., and Yadav, M. S. (2009). Marketing strategy in an internet-enabled environment: a retrospective on the first ten years of JIM and a prospective on the next ten years. Journal of Interactive Marketing, 23(1), 11-22.
Vyas, C. (2019). Evaluating state tourism websites using Search Engine Optimization tools. Tourism Management, 73, 64-70.
Wong, B. K. M., & Hazley, S. A. S. A. (2020). The future of health tourism in the industrial revolution 4.0 era. Journal of Tourism Futures, 7(2), 267-272.
World Bank (2021). Individuals using the Internet (% of population). Erişim : http://data. worldbank.org/indicator/IT.NET.USER.P2/countries?display5graph.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, 1(5), 69-80.
Zain, N. A. M., Zahari, M. S. M., Hanafiah, M. H., & Zulkifly, M. I. (2017). Medical tourism: Tourist information sources, satisfaction and post behavioral. Journal of Tourism, Hospitality & Culinary Arts, 9(2), 23-34.
Zsarnoczky, M. (2018). Novel concepts in the health tourism industry. Vadyba, 32(1), 67-73.
Referanslar
Angeloni, S. & Rossi, C. (2020). Online search engines and online travel agencies: A Comparative Approach. Journal of Hospitality and Tourism Research, 45 (4), 720-749.
Bart, Y., Stephen, A. T., & Sarvary, M. (2014). Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions. Journal of Marketing Research, 51(3), 270–285.
Bayev, V. V., Bayeva, O. V., Bakhov, I. S., Antonenko, I. Y., & Melnyk, I. L. (2020). Digital marketing as an innovative communication tool in the health tourism system. SSRG International Journal of Engineering Trends and Technology, 68(8), 36-40.
Bektaş, G., Demirel, S., & Ölmez, F. (2017). The importance of digital marketing in health tourism. In 3rd International Conference on Tourism: Theory, Current Issues and Research (p. 76-83).
Beatris, S. (2021, 22 Temmuz). How to improve your social media advertising results. https://www.coolbusinessideas.com/archives/how-to-improve-your-social-media-advertising-results/
Bookinghealth.com.(2022, 23.02.2023).AboutUs. https://bookinghealth.com/about.html
Borah, A., Banerjee, S., Lin, Y.-T., Jain, A., & Eisingerich, A. B. (2020). Improvised marketing interventions in social media. Journal of Marketing, 84(2), 69–91.
Burgess, S., Sellitto, C., Cox, C., and Buultjens, J. (2015). Strategies for Adopting Consumer-generated Media in Small-sized to Medium-sized Tourism Enterprises. International Journal of Tourism Research, 17(5), 432-441.
Chamboko-Mpotaringa, M. & Tichaawa, T.M. (2021). Tourism Digital Marketing Tools and Views on Future Trends: A Systematic Review of Literature. African Journal of Hospitality, Tourism and Leisure, 10(1): 712-726. DOI: https://doi.org/10.46222/ajhtl.19770720-128
Coolbusinessideas.com (2022, 5 Ekim). 5 Benefits of Email Marketing. https://www.coolbusinessideas.com/archives/5-benefits-of-email-marketing/
Coolbusinessideas.com (2022/2, 25 Ağustos). 3 Ways To Keep Customers at Your Small Business Happy. https://www.coolbusinessideas.com/archives/3-ways-to-keep-customers-at-your-small-business-happy/
coolbusinessideas.com. (2022/3, 15 Şubat). How to Build Business Connections on LinkedIn? https://www.coolbusinessideas.com/archives/how-to-build-business-connections-on-linkedin/
coolbusinessideas.com. (2021, 2 Ağustos). 3 Reasons to Hire an SEO Agency. https://www.coolbusinessideas.com/archives/3-reasons-to-hire-an-seo-agency/
Deb, S. K., Nafi, S. M., & Valeri, M. (2022). Promoting tourism business through digital marketing in the new normal era: a sustainable approach. European Journal of Innovation Management, (ahead-of-print).
De Haan, E., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework. International Journal of Research in Marketing, 33(3), 491–507.
Dube, J.-P., Fang, Z., Fong, N., & Luo, X. (2017). Competitive price targeting with smartphone coupons. Marketing Science, 36(6), 944–975.
Fahmi, K., Sihotang, M., Hadinegoro, R. H., Sulastri, E., Cahyono, Y., & Megah, S. I. (2022). Health Care SMEs Products Marketing Strategy: How the Role of Digital Marketing Technology through Social Media?. UJoST-Universal Journal of Science and Technology, 1(1), 16-22.
Firework.com (2022; 12 Ocak). Top 3 Shoppable Video Examples: Ultimate Insights for Growth. https://firework.com/blog/shoppable-video-examples/
Frankland, D. (2022, 1 Haziran). What Values-Driven Consumers Really Want?. https://www.insiderintelligence.com/content/spotlight-what-values-driven-consumers-really-want#page-report
Försch, S., & de Haan, E. (2018). Targeting online display ads: Choosing their frequency and spacing. International Journal of Research in Marketing, 35(4), 661–672.
Hootsuite (2023, 9.3.2023). The future of social marketing. Erişim adresi: https://www.hootsuite.com/research/social-trends/marketing#64BA0hEcwZlA4jVhJmwMm0
Hui, S. K., Inman, J. J., Huang, Y., & Suher, J. (2013). The effect of in-store travel distance on unplanned spending: Applications to mobile promotion strategies. Journal of Marketing, 77(2), 1–16.
ihs.com.tr (2020, 10 Eylül). Push Bildirimleri Nedir? Neden Kullanmalısınız? https://www.ihs.com.tr/blog/push-bildirimleri-nedir/
Tengilimoğlu, D., Guzel, A., Aykan, C., Tengilimoğlu, E., & Boduroğlu, E. (2018). The evaluation of the digital marketing activities of thermal facilities and JCI accredited hospitals in terms of health tourism. International Journal of Health Management and Tourism, 3(2), 108-121.
Grıfftıh E., “The Well-Management Healthcare Organization”, Aupha Press, Chicago 1995
Goldfarb, A., & Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), 389–404.
Gökmen, Y. (2019, 28 Ekim). Remarketing Nedir? Nasıl Yapılır? https://pazarlamaturkiye.com/remarketing-nedir-nasil-yapilir/
Güzel, A. (2017). Sağlık Turizminde Dijital Pazarlama. D. Tengilimoğlu içinde, Sağlık Turizmi (s. 297-328). Ankara: Siyasal Kitabevi.
Halkiopoulos, C., Dimou, E., Kompothrekas, A., Telonis, G., & Boutsinas, B. (2021, June). The E-tour facilitator platform supporting an innovative health tourism marketing strategy. In Culture and Tourism in a Smart, Globalized, and Sustainable World: 7th International Conference of IACuDiT, Hydra, Greece, 2020 (pp. 609-623). Cham: Springer International Publishing.
Heung, V. C., Küçükusta, D., & Song, H. (2011). Medical tourism development in Hong Kong: An assessment of the barriers. Journal of Tourism Management, 32, 995-1005.
Hong, Y.A. (2016), “Vision 2.0 medical tourism and telemedicine: a new frontier of an old business”, Journal of Medical Internet Research, Vol. 18 No. 5, p. e115, doi: 10.2196/jmir.5432, available at: w
Internet World Stats (2022). Internet usage statistics: the internet big Picture. World internet users and 2022 population Stats. Erişim: https://www.internetworldstats.com/stats.htm.
Julaimi, A. R., Abdul Talib, S., and Suhaimi, M. Z. (2016). International tourists revisit intention: A case of the United Arab emirates. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 8, 35-42.ww. ncbi.nlm.nih.gov/pmc/articles/PMC4895094/ (accessed 13 April 2020).
John, S., Larke, R., & Kilgour, M. (2018). Applications of social media for medical tourism marketing: an empirical analysis. Anatolia, 29(4), 553-565.
John T. Wald, J., Farris K. , T., & Kotsenas, A. (2017). Managing Physicians' Medical Brand. 92(4), 685-686. https://www.mayoclinicproceedings.org/article/S0025-6196(17)30031-9/fulltext
Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
Khiong, K. (2022). Impact and Challenges of Digital Marketing in Healthcare Industries during Digital Era and Covid-19 Pandemic. Journal of Industrial Engineering & Management Research, 3(5), 112-118.
Kılıçarslan, M. (2019). Dünyada ve Türkiye’de Sağlık Hizmetlerinin Dijital Pazarlanması. Avrupa Bilim ve Teknoloji Dergisi, (17), 1145-1149.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of marketing, 80(6), 146-172.
Lebow, S. (2023, 3 Mart). Gen Z gives social media ads far more attention than TV commercials. https://www.insiderintelligence.com/content/gen-z-gives-social-media-ads-far-more-attention-than-tv-commercials
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105–5131.
Lo, C. (2020). (2020). Medical tourism: how is digital tech reshaping the industry? Medical Technology, 23. https://medical-technology.nridigital.com/medical_technology_ jan20/medical_tourism_how_is_digital_ tech_reshaping_the_industry (erişim 23.02.2023).
Lobschat, L., Osinga, E. C., & Reinartz, W. J. (2017). What happens online stays online? Segment-specific online and offline effects of banner advertisements. Journal of Marketing Research, 54(6), 901–913.
Lou, C., & Yuan, S. (2019) Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising,19(1), 58-73, DOI: 10.1080/15252019.2018.1533501
Medical Tourism Magazine (2020). Trends in healthcare digital revolution. https://www.magazine.medicaltourism.com/article/trends-healthcare-digital-revolution (Erişim : 23.02.2023).
Miguéns, J., Baggio, R., & Costa, C. (2008, Mayıs). Social Media and Tourism Destinations: TripAdvisor Case Study. Advances in Tourism Research 2008.
Möller, J., & Eisend, M. (2010). A global investigation into the cultural and individual antecedents of banner advertising effectiveness. Journal of International Marketing, 18(2), 80–98.
Osinga, E. C., Zevenbergen, M., & van Zuijlen, M. (2019). Do mobile banner ads increase sales? Yes, in the offline channel. International Journal of Research in Marketing, 36(3), 439–453.
Öksüz, B., & Altıntaş, V. (2017). Sağlık turizminde dijital iletişim kanallarının kullanımı. Seyahat ve otel işletmeciliği dergisi, 14(1), 59-75.
Özsarı, S. H., & Karatana, Ö. (2013). Sağlık Turizmi Açısından Türkiye'nin Durumu. Journal of Kartal Training & Research Hospital/Kartal Egitim ve Arastirma Hastanesi Tip Dergisi, 24(2). 136-144.
Pajkovic, N. (2022, 19 Mayıs). YouTube Unveiled New Shopping Features During Its 'Brandcast' Event. https://www.trendhunter.com/trends/brandcast
Philips, L. (2023, 9 Mart). How consumers shop online for doctors? https://www.insiderintelligence.com/content/how-consumers-shop-online-doctors
Philips, L. (2023/2, 3 Mart). Amazon, One Medical, and BetterHelp targeted by the FTC. https://www.insiderintelligence.com/content/amazon-one-medical-betterhelp-targeted-by-ftc
Rollandi, I. ( 2014, Temmuz 9). Top 10 Best Countries for Medical Tourism, http://www.insidermonkey.com/blog/the-10-best-countries-for-medical-tourism-330910.
Rosu, L.(2023, 24.03.2023).What are SERPs? https://www.advancedwebranking.com/seo/serp/
Sahni, N. S., Narayanan, S., & Kalyanam, K. (2019). An experimental investigation of the effects of retargeted advertising: The role of frequency and timing. Journal of Marketing Research, 56(3), 401–418.
Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science,37(2), 236–258.
Schomer, A. (2021, 22 Temmuz). Consumer Attitudes Toward Digital Advertising 2021. https://www.insiderintelligence.com/content/consumer-attitudes-toward-digital-advertising-2021.
Şevik, F. (2021, Mart 8). Remarketing Nedir? Etkili Remarketing Kampanya Türleri. https://www.dijitalfakulte.com/remarketing-nedir/
Shankar, V., & Malthouse, E. (2007). The growth of interactions and dialogs in interactive marketing. Journal of Interactive Marketing, 21(2), 1–2.
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing, 39(2), 541-565.
Singh, N. (2012). Exploring the factors influencing the travel motivations of US medical tourists. Current Issues in Tourism, 16(5), 436–454.
Sipayung, E. M., Fiarni, C., & Febrian, M. (2021, October). Implementation of Search Engine Optimization (SEO) in Wellness and Beauty Tourism Industry. In 2021 8th International Conference on Electrical Engineering, Computer Science and Informatics (EECSI) (pp. 397-402). IEEE.
Subramaniam, R. K., Singhal, A., & Hopkinson, P. (2019, March). Role of digital marketing to enhance medical tourism in hospitals of Dubai. In 2nd International Conference on Tourism Research (p. 330).
Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal of Marketing, 83(4), 1–20.
Tontuş, H. Ö. (2015). Sağlık Turizminde Tanıtım ve Markalaşma. SATURK
Tosun, N. (2022). Sağlık Turizminde Pazarlama Stratejileri içinde Sağlık Kurumlarında Güncel Pazarlama Araştırmaları (Editörler Çelik ve Kadıoğlu, sy. 215-232): Efe Akademi Yayınları.
Trenhunter.com (2023, 10 Mart). Shopable Short. https://www.trendhunter.com/ protrends/shoppable-short
Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the Annals of Tourism Research Curated Collection on Artificial Intelligence and Robotics in Tourism. Annals of Tourism Research, 81 (3), 102883.
Varadarajan, R., and Yadav, M. S. (2009). Marketing strategy in an internet-enabled environment: a retrospective on the first ten years of JIM and a prospective on the next ten years. Journal of Interactive Marketing, 23(1), 11-22.
Vyas, C. (2019). Evaluating state tourism websites using Search Engine Optimization tools. Tourism Management, 73, 64-70.
Wong, B. K. M., & Hazley, S. A. S. A. (2020). The future of health tourism in the industrial revolution 4.0 era. Journal of Tourism Futures, 7(2), 267-272.
World Bank (2021). Individuals using the Internet (% of population). Erişim : http://data. worldbank.org/indicator/IT.NET.USER.P2/countries?display5graph.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, 1(5), 69-80.
Zain, N. A. M., Zahari, M. S. M., Hanafiah, M. H., & Zulkifly, M. I. (2017). Medical tourism: Tourist information sources, satisfaction and post behavioral. Journal of Tourism, Hospitality & Culinary Arts, 9(2), 23-34.
Zsarnoczky, M. (2018). Novel concepts in the health tourism industry. Vadyba, 32(1), 67-73.
