EFFICACY OF DIGITAL MARKETING COMMUNICATIONS OF HEALTH CARE SERVICES TOWARDS ELDERLY PATIENTS: A SYSTEMATIC REVIEW

Abstract

During the Covid-19 pandemic, the main goal of the health authorities of the Republic of Kazakhstan was to build proper communications with citizens. At the quarantine stage, they focused on providing people with information, raising their awareness, motivating people to change their health pattern and behavior, informing people about government decisions, as well as combating rumors and false information. However, not all these events were successful to prevent further spread of the disease. Thus, there is a necessity to enhance the digital marketing communications since all the aspects of our life shifted towards online interactions. Since there is no ultimate strategy that would be applicable to all the situation and at the same way to all countries, thus, the core of digital marketing communications should be assessed. Thus, within this paper would be the following considered:

• to study the theoretical and methodological foundations of digitalization of marketing communications in health care.
• the current state related to health care marketing among digital immigrants.