DIGITAL HEALTHCARE MARKETING: A CATALYST FOR IMPROVING HUMAN CAPITAL AND RAISING THE STANDARD OF LIVING OF THE POPULATION

Abstract

Digital technology has brought about significant changes in various industries in Uzbekistan, including healthcare. This study examines the role of digital healthcare marketing in improving human capital and raising the standard of living of the population. The research question focuses on how digital healthcare marketing can improve access to healthcare services, increase awareness of health issues, and promote healthy behaviors. Using a mixed-methods approach, surveys and interviews with healthcare professionals, marketers, and consumers were conducted. The findings suggest that digital healthcare marketing can improve access to healthcare services by providing timely access to information and services. It can also increase awareness of health issues by educating the public about various health topics, including prevention and treatment options, and promote healthy behaviors. In conclusion, healthcare organizations and marketers should adopt digital healthcare marketing strategies to enhance healthcare access, awareness, and healthy behaviors.