The use of mobile marketing from current marketing approaches in health sector: Approach of doctors to mobile health services

It is seen that the biggest shareholder of global developments in the world is the rapid development and change in technology. With the help of developing technology, communication has also gained speed and in parallel the marketing approach, techniques and practices have started to change. With the help of mobile marketing, which is one of the current marketing approaches, the companies have freed the marketing activities from the current applications and enabled the marketing activities to reach their customers everywhere. Developments in the mobile market and developments in internet applications have revealed the concept of mobile internet. Marketing in the health sector is a more recent concept than other sectors. With the increasing importance of marketing activities, the approach of doctors to mobile health services has become an important issue. In this study, it is aimed to examine the behaviors of doctors for using mobile health applications. Mobile health applications are one of the most popular mobile application categories worldwide today. On the other hand, the number of studies on mobile health applications is quite insufficient. In order to make a contribution to this field, doctors at Family Health Centers within the Tavşanlı district of Kütahya were investigated. As a result of the examination, suggestions were made for the more effective use of mobile health applications in the future. Keywords: Current Marketing Approaches, Mobile Marketing, Mobile Marketing in Health Sector, Mobile Health Applications Used in Family Health Centers