Influence of Communication Channels on Patient Choices in Dental Services: A Market Study
DOI:
https://doi.org/10.15517/kfz5dg92Keywords:
Marketing of health services; Digital technology; Health communication; Market research; Dental practice management; Doctor-patient relations; Patient web portals.Abstract
The dental business is complex and multifactorial, requiring strategic market positioning and the adoption of innovative health technologies. This study analyzes the dental services market, focusing on the range of services sought and the communication channels patients use to select a clinic. A survey of 124 patients revealed that 45% trust information from their general dentist, while 24% rely on the Internet. A significant portion (63%) sought highly complex treatments. Findings suggest a need for a marketing strategy enhancing social media presence, digitalizing processes, and upskilling the medical team to meet high-demand complex treatments.
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