Leveraging digital marketing for health behavior change: A model for engaging patients through pharmacies
Syracuse University, NY, USA.
Review
International Journal of Science and Technology Research Archive, 2024, 07(02), 050–059.
Article DOI: 10.53771/ijstra.2024.7.2.0063
Publication history:
Received on 23 September 2024; revised on 01 November 2024; accepted on 04 November 2024
Abstract:
Leveraging digital marketing for health behavior change can significantly enhance patient engagement, especially when deployed through pharmacies. Pharmacies play a pivotal role in public health by serving as accessible points of care where patients can receive critical health information and support for managing various conditions. This paper examines the intersection of behavioral theories, such as the Health Belief Model and Social Cognitive Theory, with digital marketing strategies tailored for health engagement. It discusses how pharmacies can effectively use targeted content, social media outreach, and personalized messaging to influence health behaviors. Through a pharmacy-centered approach, digital initiatives like mobile applications, loyalty programs, and telehealth promotions offer new avenues for reaching patients and encouraging proactive health decisions. However, challenges such as data privacy concerns, the risk of misinformation, and regulatory compliance pose barriers to successful implementation. To address these issues, this paper presents recommendations that include secure data practices, evidence-based content, and inclusive digital solutions. Ultimately, by combining theoretical insights with practical digital marketing strategies, pharmacies can foster healthier behaviors, improve patient outcomes, and support broader public health goals.
Keywords:
Digital marketing; Health behavior change; Pharmacy engagement; Patient health; Public health; Health Belief Model
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Copyright information:
Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0