Digital marketing and business growth in healthcare service companies
DOI:
https://doi.org/10.5281/zenodo.24165749Keywords:
digital marketing, business growth, healthcare serviceAbstract
The objective of this study was to analyze the relationship between digital marketing and business growth in healthcare service companies. A quantitative, applied approach was employed, featuring a correlational-explanatory level and a non-experimental, cross-sectional design. The study population consisted of 32,376 health service companies; a sample of 380 participants was obtained using non-probabilistic convenience sampling. Reliability analysis yielded Cronbach’s alpha values of 0.975 for digital marketing and 0.935 for business growth, demonstrating high internal consistency. The Kolmogorov-Smirnov normality test revealed a non-normal data distribution (p < 0.001); consequently, Spearman’s rho coefficient was used for hypothesis testing. Key results showed a strong, positive, and statistically significant correlation between the two variables (Rho = 0.718; p = 0.000), demonstrating that the increased implementation of interactive virtual strategies fosters greater competitiveness, patient acquisition, and organizational positioning. It is concluded that digital marketing constitutes a crucial strategic resource for the development and sustainability of healthcare institutions in today’s competitive environment.
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