The emerging marketing strategy of digital health technology: A case study of a health tech company

Abstract

Telemedicine and digital marketing are two emerging technologies in the health tech sector. The study employs Porter's Five Forces and PESTLE analyses to evaluate the health technology digital platform business model, with a focus on services such as telemedicine and medical tourism. The analysis enables health tech firms to develop strategies that are not only responsive to the current market conditions but also proactive in shaping their competitive landscape in the medical environment. These analyses facilitate the identification of opportunities and threats, enabling strategic decision-making and business model innovation within this dynamic health tech industry. The convergence of technology and management framework holds the potential to redefine medical paradigms and offers unprecedented opportunities for innovation and improved patient outcomes. The data-driven decision-making (DDDM) method is employed to formulate a marketing strategy, specifically focusing on segmentation, targeting, and positioning (STP) for patient engagement. The political, economic, sociological, technological, legal, and environmental factors contribute to the attractiveness of patients, medical providers, and insurance companies on web-based digital platforms and handset-based applications. The improved service quality achieved through the deployment of information technology, such as artificial intelligence (AI), encrypted data files, and technological advancements in medical sensor equipment, is expected to drive growth in the digital medical sector.