Author(s): Szilárd SZIGETI - László JÓZSA

Title: EGÉSZSÉGÜGYI MARKETING ÉS A FOGYASZTÓI SZEMLÉLET MAGYARORSZÁGON

Source: E. Korcsmáros (ed.): 13th International Conference of J. Selye University. Economics Section. Conference Proceedings

ISBN: 978-80-8122-411-9

DOI: https://doi.org/10.36007/4119.2022.325

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2021, 325-333

Published on-line: 2022

Language: hu

Abstract: The aim of our study is to examine health marketing and consumer attitudes among Hungarian con-sumers. In the primary survey, in February 2021 using an online anonymous questionnaire we collect-ed responses from individuals residing in Hungary. We were able to assess the responses of a total of 455 individuals, which allowed us to conduct hypothesis testing regarding the choice of health care institution. We then sought to answer the question of which platforms or other individual respondents collect information from when choosing a health service. Further, we also sought answers to the ques-tion of what are the main factors that would characterize an advertisement in health care services ad-vertisements that made a good impression. According to the 455 respondents, the main characteristics of a good advertisement were: credible (64.2%), informative (51.4%), and attention-grabbing (49.7%).

Keywords: marketing, healthcare, consumers, social media, Hungary

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