Optimising marketing of telehealth services: Marketing to the right audience with the right message

Jennifer L. Dapko, Elizabeth A. Krause and Silviana Falcon
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Jennifer L. Dapko: Florida Southern College, USA
Elizabeth A. Krause: Florida Southern College, USA
Silviana Falcon: Florida Southern College, USA

Management in Healthcare: A Peer-Reviewed Journal, 2025, vol. 9, issue 4, 378-397

Abstract: This study examines consumer sentiments regarding telehealth services and offers healthcare providers actionable recommendations for effective marketing techniques to engage existing and prospective patients. By effectively customising telehealth communication to align with distinct patient demographics, healthcare organisations can mitigate advertising inefficiencies and amplify the positive impact of telehealth services. Yet, despite its relevance, there exists a notable research gap concerning optimal marketing approaches for telehealth services. Utilising secondary survey data, researchers construct a telehealth user lookalike profile. This study will assist healthcare administrators and practitioners understand the demographic predisposition towards telehealth adoption. Additionally, it offers valuable insights into crafting targeted messaging and strategically identifying promotion platforms tailored to this receptive audience. This article is also included in The Business & Management Collection which can be accessed at https:// hstalks.com/business/

Keywords: telehealth; telemedicine; marketing strategy; patient engagement; patient attitudes; home care; technology adoption; target marketing; digital health (search for similar items in EconPapers)
JEL-codes: I1 I10 (search for similar items in EconPapers)
Date: 2025
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