<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>This study sets out to review and contribute to the writings on healthcare advertising. In order to do so, the research’s main purpose is to depict aspects such as, how individuals in Dubai perceive healthcare advertising and advertising done by private hospitals. This will help marketers understand how these perceptions will further impact consumers’ choices of hospitals, as their main healthcare facilities in Dubai. Moreover, the study is sought to address several points such as healthcare delivery systems in Dubai and respective characteristics, economic expansion, and nonetheless brief examination of advertising implications in this industry. Also, a few concepts on marketing and communications, as well as some advertising theories are portrayed. Besides this, a more detailed literature review explores the beginnings of healthcare and hospital advertising and tracks consumers’ input toward hospital advertising throughout time. The study’s literature review also depicts the ethics and moral principles that surround healthcare advertising. In this way, the study approaches some points that with time have improved healthcare providers’ image and nevertheless changed their marketing practices and services into more sophisticated ones.</p>
</abstract>

This study sets out to review and contribute to the writings on healthcare advertising. In order to do so, the research’s main purpose is to depict aspects such as, how individuals in Dubai perceive healthcare advertising and advertising done by private hospitals. This will help marketers understand how these perceptions will further impact consumers’ choices of hospitals, as their main healthcare facilities in Dubai. Moreover, the study is sought to address several points such as healthcare delivery systems in Dubai and respective characteristics, economic expansion, and nonetheless brief examination of advertising implications in this industry. Also, a few concepts on marketing and communications, as well as some advertising theories are portrayed. Besides this, a more detailed literature review explores the beginnings of healthcare and hospital advertising and tracks consumers’ input toward hospital advertising throughout time. The study’s literature review also depicts the ethics and moral principles that surround healthcare advertising. In this way, the study approaches some points that with time have improved healthcare providers’ image and nevertheless changed their marketing practices and services into more sophisticated ones.

The impact of healthcare advertising on consumers regarding the choice of private hospitals in Dubai

HOLISTICA – Journal of Business and Public Administration

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

This study sets out to review and contribute to the writings on healthcare advertising. In order to do so, the research’s main purpose is to depict aspects...

The impact of healthcare advertising on consumers regarding the choice of private hospitals in Dubai

Data publikacji: 12 gru 2022

Zakres stron: 132 - 149

Otrzymano: 01 lis 2022

Przyjęty: 01 lis 2022

DOI: https://doi.org/10.2478/hjbpa-2022-0020

Słowa kluczowe
healthcare advertising, healthcare industry, private healthcare system, satisfaction, consumer choice

© 2022 Oana Ștefania Coşa et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The impact of healthcare advertising on consumers regarding the choice of private hospitals in Dubai

Data publikacji: 12 gru 2022

Zakres stron: 132 - 149

Otrzymano: 01 lis 2022

Przyjęty: 01 lis 2022

DOI: https://doi.org/10.2478/hjbpa-2022-0020

Słowa kluczowehealthcare advertising, healthcare industry, private healthcare system, satisfaction, consumer choice

© 2022 Oana Ștefania Coşa et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Słowa kluczowe
healthcare advertising, healthcare industry, private healthcare system, satisfaction, consumer choice