A Comprehensive Review Of Integrated Marketing Communication Practices In Healthcare Organizations

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Golvin Peter ,Ramesh Pai

Abstract

This systematic review aims to evaluate the effectiveness of different components of Integrated Marketing Communications (IMC) in the healthcare industry. IMC has emerged as a promising approach for healthcare organizations to enhance their marketing efforts and improve performance. The review will synthesize current evidence on the implementation and effectiveness of IMC practices, including advertising, sales promotion, public relations, and digital marketing, in the healthcare sector. By analysing how various IMC strategies impact metrics such as brand recognition, patient acquisition, patient engagement, and organizational efficiency, the review will provide insights to guide healthcare organizations in optimizing their communication approaches. The findings from this study will contribute to a better understanding of the role of integrated marketing communications in enhancing healthcare management and improving patient outcomes.

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