Trust in public services is a driving force of socio-economic development. It ensures effective dialogue between citizens and government and becomes especially relevant in the digitalization. The lack of trust in the public sector can make reforms ineffective and the achievement of the goals of the Ministry of Digital Transformation within the framework of the State Strategy for Regional Development of Ukraine until 2027 in question. For this reason, marketing tools in public services should be directed toward achieving greater trust in those services and the government. This paper analyzes the current research on public sector marketing and its role in building trust as a foundation for the country’s digital development. Implementing multi-level bibliometric (Scopus tools), network (VOSviewer), and comparative (Google Trends) analysis, this study traces the development of marketing research on the process of public services delivery transformation from traditional to digital. 922 studies published between 1968 and 2022 were analyzed. The results show that public sector marketing is a multidisciplinary field of scientific research that is actively developing. Cluster analysis demonstrated that its modernization and the relationship between marketing in services and consumer behavior are the smallest and newest spheres of research. Researchers consider relationship marketing the principal mechanism for building trust in the public sector. This study found little research on the impact of marketing tools on consumers’ trust in public services. The comparative analysis confirmed the hypothesis of the need to change marketing tools due to the massive shift from offline to online services.
AcknowledgmentThe authors acknowledge the funding in terms of the projects “Simulation modeling of the trajectory of the impact of behavioral attractors on macroeconomic stability: the role of transparency and public trust (0121U100469)” and “Modeling mechanisms for de-shadowing and de-corrupting the economy to ensure national security: the impact of the financial behavioral patterns transformation (№ 0122U000783)”.

/pdf/marketing-research-in-the-context-of-trust-in-the-public-3vt0fhui.pdf

Marketing research in the context of trust in the public sector: A case of the digital environment

/pdf/acute-hepatitis-of-unknown-origin-in-children-lessons-mflnx7j8.pdf

Acute Hepatitis of Unknown Origin in Children; Lessons Learned from the COVID-19 Pandemic

COPYRIGHT © 2022 Pasaribu, Novitasari, Goestjahjanti and Hendratono. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. The impact and challenges of digital marketing in the health care industry during the digital era and the COVID-19 pandemic

/pdf/the-impact-and-challenges-of-digital-marketing-in-the-health-229xzp8h.pdf

The impact and challenges of digital marketing in the health care industry during the digital era and the COVID-19 pandemic

Hepatitis E Virus; An Underestimated Threat for the Viral Hepatitis Elimination Program

<sec> <title>BACKGROUND</title> Among the millions of mobile applications (“apps”) in existence, thousands fall under the category of mobile health (mHealth). While the utility of mHealth apps has been demonstrated for disease diagnosis, treatment data management, and health promotion strategies, to be effective they must reach and be used by their target audience. An appropriate marketing strategy can ensure apps reach potential users and potentially convert these to final users. Such a strategy requires definitions of target end users, communication channels, and advertising content, as well as a timeline for effectively reaching and motivating end users to adopt and maintain engagement with the mHealth app. </sec> <sec> <title>OBJECTIVE</title> To identify strategies and elements that ensure end users adopt and remain engaged with mHealth apps. </sec> <sec> <title>METHODS</title> A systematic search of PUBMED, PsycInfo, Scopus and CINAHL databases was conducted for suitable studies published between January 2018 and September 2022. Two researchers independently screened studies for inclusion, extracted data, and assessed the risk of bias. The main outcome was dissemination strategies for mHealth apps. </sec> <sec> <title>RESULTS</title> From a total of 645 papers retrieved from the selected databases, only 10 met the inclusion criteria. The marketing strategies used in these studies to inform potential users of the existence of mHealth apps and motivate download included both paid and unpaid strategies and used various channels, including social media, emails, tabloids, and face-to-face communication. Advertising messages included instructions on where and how to download and install apps. In most studies, instructions were oriented towards how to use the apps and maintaining engagement with a health intervention. The most frequently used paid marketing platforms were Google Universal App Campaigns and Facebook Ads Manager. Advertising performance was influenced by many factors, including but not limited to ad content. Animated graphics generated the greatest number of clicks when compared to other image types. The metrics used to assess marketing strategy effectiveness were number of downloads, nonusage rate, dropout rate, adherence rate, duration of app usage and app usability over days, weeks, or months. Additional indicators such as cost-per-click, cost-per-install, and click-through rate were mainly used to assess the cost-effectiveness of paid marketing campaigns. </sec> <sec> <title>CONCLUSIONS</title> mHealth apps can be disseminated via paid and unpaid marketing strategies using various communication channels. Further research could provide guidance on a framework for disseminating and encouraging routine use of mHealth apps. </sec> <sec> <title>CLINICALTRIAL</title> The protocol for this systematic review was registered in PROSPERO (registration number CRD42022352369). </sec> 

Dissemination of Mobile Health Applications: A Systematic Review (Preprint)

New technologies are supported by the global implementation of the internet. These improvements have deeply affected various disciplines of sciences and consequently changed services such as daily business, particularly health sectors. Innovative digital marketing strategies utilize the channels of social media and retrieved user data to analyze and improve relevant services. These multidisciplinary innovations can assist specialists, physicians and researchers in diagnostic, prophylaxis and treatment issues in the health sector. Accordingly, compared to recent decades, health decision makers are more accurate and trustful in defining new strategies. Interestingly, using social media and mobile health apps in current pandemics of SARS-CoV-2 could be an important instance of the key role of these platforms at the local and global level of health policies. These digital technologies provide platforms to connect public health sectors and health politicians for communicating and spreading relevant information. Adding influencers and campaigns to this toolbox strengthens the implementation of public health programs. In 2016, the WHO adopted a global program to eliminate viral hepatitis by 2030. Recent constructive measures that have been used in the battle against COVID-19 could be adopted for the elimination of viral hepatitis program. The presented evidence in our narrative review demonstrates that the application of digital marketing tools to create campaigns on social media, armed with professional influencers, can efficiently consolidate this program. The application of different strategies in using these popular tools will raise the public awareness about viral hepatitis. Subsequently, the availability of an effective vaccine for HBV and antiviral medication for HCV can motivate the audience to take steps towards prophylaxis and screening methods against these infectious illnesses. The encouragement of health policy makers to apply digital communication technologies and comprehensive roadmaps to implement this global program will certainly decrease the burden of viral hepatitis worldwide.

/pdf/digital-marketing-a-unique-multidisciplinary-approach-17jc2pn9.pdf

Seyyed Hassan Hataminasab

Papers

Digital Marketing: A Unique Multidisciplinary Approach towards the Elimination of Viral Hepatitis