Presentation of a Digital Marketing Model for Attracting Medical Equipment Customers

Abstract

The aim of this research is to design and present a digital marketing model for attracting medical equipment customers. This study, based on its research objectives, is applied-developmental in nature. A qualitative approach was adopted for this research, utilizing thematic analysis to develop the proposed model. The statistical population of the study consists of experts and renowned faculty members from universities. The researcher employed a snowball sampling method and achieved theoretical saturation after interviewing 15 experts and scholars in the field. The data collection method for the qualitative part was semi-structured interviews. The model design and determination of main and sub-themes were conducted using Maxqda2020 software. The findings reveal the identification of six main themes, which include digital sales development, digital customer relationship management, digital advertising, digital marketing content, digital marketing tools, and attracting medical equipment customers. Additionally, the sub-themes for the main theme of digital sales development include modern digital sales models and the necessary platforms for digital sales. The sub-themes for the main theme of digital customer relationship management include tools for digital customer relationship management and the quality of digital customer relationship management. The sub-themes for the main theme of digital advertising include digital advertising tools, features of digital advertising, and digital word-of-mouth advertising. The sub-themes for the main theme of digital marketing content include educational digital content, digital tool content, and digital content updates. The sub-themes for the main theme of digital marketing tools include multimedia marketing, social media marketing, and internet marketing. The sub-themes for the main theme of attracting medical equipment customers include enhancing purchase intention, changing customer attitudes, and strengthening the brand.