Digital-Innovative Healthcare Marketing and Outpatient Satisfaction in Lagos: A Qualitative Analysis of Patient Perspectives
DOI:
https://doi.org/10.51137/wrp.ijarbm.532Keywords:
Digital Healthcare Marketing, Innovative Healthcare Strategies, Outpatients Satisfaction, Healthcare System, Diffusion of Innovative TheoryAbstract
The study interrogates digital-innovative healthcare marketing services and hospital outpatient satisfaction. The available studies in the canon of digital marketing are lacking around understanding its relevance in hospital outpatient satisfaction experience. The study recruited 28 hospital outpatients’ respondents in the Lagos metropolis through purposive and referrals. The findings show that digital presence and influence for promoting healthcare services include online ads, social media conversation, social media promotional ads, social media influence, health-related apps, public enlighten and brand influences as feasible component that influence hospital outpatient satisfaction. Digital healthcare engagement and accessibility were done through online group forming, community group involvement, social media engagement and healthcare matching. Lastly, mobile use application and telemedicine were healthcare digital tools used for outpatients’ satisfaction. Health institutions must adapt to using digital channels while preserving the caliber of in-person services. Hospital outpatient satisfaction can be significantly increased while improving overall healthcare experiences in Lagos State if clinical services are trusted, medical personnel are always available, mobile network reliability is improved, and measurable risk and service assurance are provided.
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