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

Coşa Oana Ștefania (), Radu Florin (), Pehoiu Diana (), Tăbîrcă Alina Iuliana () and Valentin Radu
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Coşa Oana Ștefania: Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania
Radu Florin: Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania
Pehoiu Diana: Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania
Tăbîrcă Alina Iuliana: Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania

HOLISTICA – Journal of Business and Public Administration, 2022, vol. 13, issue 2, 132-149

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.

Keywords: healthcare advertising; healthcare industry; private healthcare system; satisfaction; consumer choice (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:hjobpa:v:13:y:2022:i:2:p:132-149:n:6

DOI: 10.2478/hjbpa-2022-0020

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