Optimising marketing of telehealth services: Marketing to the right audience with the right message
Abstract
This study examines consumer sentiments regarding telehealth services and offers healthcare providers actionable recommendations for effective marketing techniques to engage existing and prospective patients. By effectively customising telehealth communication to align with distinct patient demographics, healthcare organisations can mitigate advertising inefficiencies and amplify the positive impact of telehealth services. Yet, despite its relevance, there exists a notable research gap concerning optimal marketing approaches for telehealth services. Utilising secondary survey data, researchers construct a telehealth user lookalike profile. This study will assist healthcare administrators and practitioners understand the demographic predisposition towards telehealth adoption. Additionally, it offers valuable insights into crafting targeted messaging and strategically identifying promotion platforms tailored to this receptive audience. This article is also included in The Business & Management Collection which can be accessed at https:// hstalks.com/business/
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Author's Biography
Jennifer L. Dapko Jennifer Dapko is a marketing professor and practitioner. She is passionate about helping businesses expand their lead-generating online presence with comprehensive marketing content and digital strategies.
Elizabeth A. Krause Elizabeth Krause is a healthcare management professor and former healthcare executive with expertise in managing clinical operations and driving efficiency across diverse healthcare settings. She directs the Healthcare Management programme at Florida Southern College.
Silviana Falcon has over 12 years of experience in the successful management of daily operations, budget compliance and efficient resource allocation for a US $50m budget supporting 96 inpatient medical beds and outpatient medical clinic. Currently, she is a professor of Business Administration at Florida Southern College, where she continues to be recognised for her excellence in teaching and leadership.
Citation
Dapko, Jennifer L., Krause, Elizabeth A. and Falcon, Silviana (2025, June 1). Optimising marketing of telehealth services: Marketing to the right audience with the right message. In the Management in Healthcare: A Peer-Reviewed Journal, Volume 9, Issue 4. https://doi.org/10.69554/QGZZ4913.
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