EVALUATING THE EFFECTIVENESS OF DIGITAL HEALTH MARKETING STRATEGIES ON PATIENT ENGAGEMENT AND HEALTHCARE SERVICE UTILIZATION

Abstract

The growing integration of digital platforms within healthcare has altered the way patients engage with providers, obtain information, and make decisions about service use. Although digital outreach has become central to modern health delivery, clear evidence on how patients interpret and respond to such platforms is still limited. This study examines the underlying dimensions of digital health marketing and associated engagement behaviour through Exploratory Factor Analysis (EFA). Data were gathered from 246 respondents using a structured five-point Likert scale survey covering website usability, mobile app features, personalised communication, social media interactions, telehealth awareness, patient engagement experiences, and service utilisation patterns. Principal component analysis with Varimax rotation produced a coherent seven-factor structure consisting of (1) patient engagement and self-management, (2) healthcare utilisation outcomes, (3) mobile app usability, (4) personalised CRM communication, (5) website information quality, (6) social media engagement and trust, and (7) telehealth awareness and acceptance. The factor structure showed high loadings with minimal cross-loading, indicating sound psychometric properties.

The results demonstrate that digital tools function not only as channels of information but also as behavioural drivers that support continuity of care, promote informed decision-making, and encourage proactive health behaviour. Personalised CRM communication, in particular, plays an important role in reinforcing relevance and consistency of care. By identifying the distinct dimensions shaping patient interaction with digital platforms, the study provides a measurement foundation that can support future confirmatory and structural analyses. The findings also offer guidance for healthcare organisations and policymakers to strengthen digital outreach, enhance patient-centred communication, and improve access to services in diverse healthcare environments.