Comparative analysis of digital and traditional channels and exploring integrated marketing communication in the Digital Age in the Healthcare Industry in the Hungarian Market

Tófalvi Maja (2024) Comparative analysis of digital and traditional channels and exploring integrated marketing communication in the Digital Age in the Healthcare Industry in the Hungarian Market. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The impact of integrated marketing communication (IMC) strategies on Hungary's healthcare industry is summarized in the thesis' conclusion, with particular attention paid to the efficiency of traditional and digital channels, ethical and legal issues, and consumer decision-making trends. Through interactive and tailored message, digital platforms like social media, email, and SEO successfully reach younger, urban consumers, increasing response and engagement. These platforms are favoured due to their ease of use and capacity to provide rapid comparisons of medical services. However, older, rural populations continue to trust conventional media (print, TV, and radio) because of its credibility and awareness-raising function. The study identifies clear trends in consumer behaviour and shows that while digital channels promote convenience and engagement, traditional media is best at fostering trust and disseminating trustworthy messages. The most successful campaigns were those that combined the two media forms, offering unified messaging at all touchpoints to improve decision-making and trust. For example, consumers' trust in healthcare firms was boosted when TV advertisements were combined with social media posts that linked to health resources. Digital marketing faces difficulties due to ethical and legal concerns, especially GDPR compliance, which highlights the necessity of openness and consent to preserve customer confidence. While digital platforms confront problems like disinformation and ethical issues, such as targeted advertising to vulnerable populations, traditional advertising benefits from stronger laws that increase trustworthiness and decrease misleading claims. In conclusion, the Hungarian healthcare sector needs a well-rounded IMC strategy that makes use of both traditional and digital channels' advantages. While conventional media is still crucial for wider exposure and establishing credibility, digital platforms are best for interacting with younger viewers. Maintaining consumer trust and adjusting to the changing healthcare environment depend heavily on ethical advertising and regulatory compliance. Healthcare marketers may enhance engagement, promote well-informed decision-making, and foster long-term growth in Hungary's healthcare industry by combining cutting-edge digital tools with conventional approaches.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	artifical intelligence, business marketing, digital age, Digital marketing, healthcare marketing, traditional marketing
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:27
Utolsó módosítás:	2025. Már. 25. 11:27

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