Authors: Dr. JAYJIT CHAKRABORTY
Abstract
The rapid digital transformation of healthcare has altered the patient-provider relationship, and one of the crucial factors in patient satisfaction is now personalised online marketing. Personalization, relevance and trust play an important role in the satisfaction of online health services. The research takes a sample of 400 healthcare companies and individual patient responses which are examined through quantitative methods such as regression and structural equation modelling to examine direct and indirect effects. The results indicate that personalization can significantly enhance the perceived relevance and trust, which in turn boosts patient satisfaction. The findings underline the importance of ethical data handling and managerial implications of healthcare firms that are interested in patient-centric marketing. The paper will add to the theoretical debate on digital marketing in the healthcare sector, as it will include the main concepts of personalization, trust and relevance in theories such as Technology Acceptance Model and Commitment-Trust Theory.
Keywords: Healthcare, Patient Satisfaction, Digital Transformation, Personalization, Trust, Relevance.
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