The effect of digital marketing on institutions with health tourism authorization certificates in Turkey

Health tourism has emerged as one of the most value-generating sectors within the tourism industry today. Interest in this field continues to grow both globally and specifically in Turkey. With the widespread adoption of internet technologies, individuals now have instant access to up-to-date information regarding treatment methods applied in different countries. This has significantly increased the importance of digital channels in promoting the services offered within the scope of health tourism. For institutions operating in the field of health tourism and authorized by the Ministry of Health, digital marketing is not merely a promotional tool; it also functions as a strategic communication channel that supports brand development. The effective and conscious use of digital platforms facilitates access to international patient potential, enhances brand credibility, and provides a competitive advantage. In this context, the main objective of the study is to analyze the impact of digital marketing activities on private healthcare institutions in Turkey that hold a health tourism authorization certificate. Within the scope of the research, a sample of 10 private hospitals authorized by the Ministry of Health in Turkey was selected. The study was conducted using the qualitative content analysis method, through the systematic examination of the content shared on these hospitals' official websites and social media platforms (Facebook, Instagram, and YouTube). In this way, the role of digital marketing practices in institutional promotion, patient acquisition, brand value creation, and access to international health tourists was evaluated from a holistic perspective. Furthermore, identifying which digital marketing tools are used more intensively and effectively enables concrete assessments of the sector to be made. The significance of the study lies in its ability to reveal, with empirical data at the institutional level, the role of digital marketing strategies in the field of health tourism. This research is expected to contribute to policy-making processes aimed at enhancing Turkey's competitiveness in health tourism. Additionally, it offers valuable insights to authorized healthcare institutions on how to improve their digital promotional strategies. By providing a comprehensive content analysis on a subject that has received limited attention in the literature, the study aims to fill an important gap both academically and within the industry. Keywords: Health Tourism, Digital Marketing, Health Tourism Authorization Certificate, Turkey.