Paper Details

Name: Deepinder Singh
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 27-33
DOI: https://doi.org/10.5281/zenodo.16963305

ABSTRACT
The rapid integration of digital technologies has revolutionized marketing strategies in the
healthcare sector, particularly in hospitals. Digital transformation has enabled hospitals to
enhance patient engagement, improve brand visibility, and streamline communication
channels. This paper explores the strategies adopted by hospitals for digital marketing, the
challenges encountered, and the opportunities that lie ahead. A mixed-method approach,
incorporating secondary data from scholarly articles and industry reports, is used to
understand current trends. The findings reveal that while digital transformation presents
immense opportunities for patient-centric care and competitive advantage, it also poses
challenges such as regulatory compliance, data privacy concerns, and the need for staff
upskilling. Moreover, the competitive nature of the healthcare market demands continuous
innovation to maintain relevance in the digital space. Hospitals must therefore adopt a
proactive and adaptive approach, integrating emerging technologies like AI, telehealth, and
data analytics to meet evolving patient expectations.