The Impact of digital marketing in health tourism authorized institutions providing physical therapy and rehabilitation services in Antalya

Today, health tourism has become a rapidly growing and increasingly important area in the global healthcare sector. Health tourism, which is not limited to medical treatments, also involves traveling to different countries to receive physical therapy, rehabilitation, wellness and alternative treatment services. It offers patients access to highquality healthcare services while providing significant economic opportunities for both developed and developing contries. Digital marketing strategies have begun to play a crucial role in this increasingly competitive field. Digital marketing is an effective tool for promoting and reaching a wide audience for health tourism services. Healthcare institutions can quickly reach potential patients with the proliferation of the internet and digital platforms,. In our study, we investigated the impact of digital marketing on healthcare institutions in Antalya that possess a health tourism authorization certificate. This study covers 21 healthcare institutions in Antalya that provide physical therapy services. During the research, we examined the social media accounts (Facebook, Instagram, Youtube, Twitter/X) and websites of these institutions. The aim of this study is to determine whether digital marketing has an impact on healthcare institutions. In this context, the literature rewiew and content analysis contuted revealed that digital marketing is effective on healthcare institutions. Keywords: Health Tourism, Digital Marketing, Antalya.