SAĞLIK HİZMETLERİ PAZARLAMASINDA YENİ YAKLAŞIMLAR

Yıl 2022, Cilt: 3 Sayı: 2, 166 - 179, 30.09.2022

Abdurrahman Yunus Sarıyıldız

Öz

Günümüzün bilgi çağında tekonolojik gelişmeleri en çok kullanan alanlardan birisi sağlık hizmetleridir. Öte yandan sağlık hizmetleri, özellikle yaşlanma ve artan kronik hastalıkların bir sonucu olarak, sağlık hizmetlerine artan talep ve bu hizmetleri etkili sunabilmek için maliyet artışları ile karşı karşıyadır. Sağlık hizmetleri pazarlamasının temelini, sağlık hizmeti talep edenlerin beklenti ve ihtiyaçlarının karşılanmasının yanında aynı zamanda sağlık hizmeti sunucularının da maliyetlerinin karşılanabilir seviyelerde olmasının sağlanması oluşturmaktadır. Sağlık hizmetlerinde yaşanan müşteri odaklı değişimler hem sağlık hizmeti sunanlar hem de sağlık hizmeti alanlar için kaçınılmaz olarak pazarlama fonksiyonlarının uygulanmasını beraberinde getirmektedir. Sağlık bakımının iyileştirilmesi amacını hedefleyen sağlık sektörü şu anda inovasyon süreçlerinin hızlılığı ile belirlenen teknolojik bir dönüşüm yaşamaktadır. Bu dönüşüm sağlık hizmetleri pazarlamasında uygulanabilecek olan yeni dijital teknolojileri de gündeme getirmektedir. Bu çalışmada amaç sağlık hizmetleri pazarlamasında kullanılan yeni yaklaşımlardan bazılarını incelemektir. Bunlar; yapay zeka, makine öğrenimi, Blockchain teknolojisi ve nesnelerin internetidir. Nesnelerin İnterneti, makine öğrenimi, Blockchain teknolojisi ve yapay zeka gibi teknolojilerin entegrasyonuna dayalı dijital dönüşüm, sağlık hizmetlerinin hem arzında hem de talebinde yaşanılan çeşitli zorlukların üstesinden gelmek için önemli bir bileşen olarak kabul edilmektedir.

Anahtar Kelimeler

Sağlık Hizmetleri Pazarlaması, Yapay Zeka, Makine Öğrenimi, Blockchain Teknolojisi, Nesnelerin İnterneti

NEW APPROACHES TO HEALTHCARE MARKETING

Öz

In today's information age, one of the fields that uses technological developments most is health services. On the other hand, health services are faced with increasing demand for health services and cost increases in order to provide these services effectively, especially as a result of aging and increasing chronic diseases. The basis of health services marketing is to meet the expectations and needs of those who demand health services, as well as to ensure that the costs of health service providers are at affordable levels. Customer-oriented changes in health services inevitably bring about the implementation of marketing functions for both health care providers and health care recipients. The health sector, which aims to improve health care, is currently experiencing a technological transformation determined by the rapidity of innovation processes. This transformation also brings up new digital technologies that can be applied in health services marketing. The aim of this study is to examine some of the new approaches used in health services marketing. These; artificial intelligence, machine learning, blockchain technology and the internet of things. Digital transformation, based on the integration of technologies such as the Internet of Things, machine learning, blockchain technology, and artificial intelligence, is recognized as an important component to overcome various challenges in both the supply and demand of healthcare services.

Anahtar Kelimeler

Healthcare Marketing, Artificial Intelligence, Machine Learning, Blockchain Technology, Internet of Things

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