Managing Social Responsibility for Health: Challenges in Using Digital Marketing for the Promotion of Paid Services of Healthcare Institutions

The study reflects the trend in the influence of digital tools on consumers regarding the choice of paid services in healthcare institutions. The topicality of the research topic is related to the growing advantages of using digital marketing as well as its wide range of uses, which allows to reach consumers more conveniently and quickly, including regarding paid healthcare services. Yet it does not reduce the social responsibility risks associated with information access for a certain part of society. The goal of the study was to identify which digital marketing tools would positively contribute to the patients’ choice in respect of paid healthcare services, through what channels it is most convenient for patients to receive information, and by what criteria patients choose paid healthcare services. The study used the monographic, secondary data, case study, and quantitative analysis (survey by random sampling method) methods. The research data were analysed in cross-sections—by age, gender, education and income level. Overall, the study found differences in terms of the impact of digital tools upon the choice of paid healthcare services among groups of respondents. The consumption of digital tools changes as the respondents’ level of education increases, respondents with a higher education choose more tools than respondents with a lower level of education. The respondents are least affected in their choice by paid online advertising tools, followed by process automation tools and content marketing tools, and most affected by website, followed by customer relationship management tools and e-mail marketing tools.