The use of digital marketing in private oral and dental health centers in İstanbul in the age of transformation

In The 21st Century, where the access to and sharing of information got easier, people are able to find an answer to all their needs. No doubt, one of the most important needs is health. Thanks to digital channels, people are now able to reach all kinds of information about health. Hence the balance from here on has changed. The soaring competitive environment, the more informed patients, the change in patient-doctor relationship, the de-crease of patient satisfaction levels, reveal the importance of the marketing concept in healthcare services.Oral and dental health Centres and the care offered, constitute a big chunk of healthcare services. Marketing, especially the growing trend of digital marketing in the 21st century, has gained importance for oral and dental healthcare services. The concept of conventional marketing, has been replaced by digital marketing. Visual and auditory media such as TV, radio and magazines have become insufficient, and are supported by internet, mobile applications and other interactive means. Innumerable private surgeries and dental clinics have to find a way to survive in this competitive environment, doing things firstime using new generation technologies. Digital marketing has gained velocity during this period of pandemic. Even our social environments have turned into a market. With this in view, the digital marketing processes, web sites, mobile and social media applications for private surgeries and private dental hospitals and their effects on patients have defined the scope of our research.İnterviews were made with Private dental clinics and private practices (dentists), which have branches in different districts of İstanbul, using in-depth interview method.