Communication and Promotion Strategies in Online and Offline

Abstract

The promotion of medical services is regulated by national and international
legislation that protects patients' rights and ensures an ethical standard in
advertising, this is a sensitive process that must comply with strict ethical
standards and regulations. In the current context in which digitalization and
competitiveness in the healthcare field require the adoption of effective methods of
attracting and retaining patients in the online and offline environment and given
the direct impact on patients' health, any marketing and communication strategy
must be transparent, fair and provide truthful information.