Digital transformation in health care and its marketing dimension

Purpose: To present issues treating digital transformation in the health sector and highlight the marketing dimension of this process. Design/Methodology: The article is a literature review of digital transformation, healthcare, management, marketing and health economics. The analysis was carried out using professional, scientific databases based on the desk research method. The study consists of the following parts: introduction; methodology of the study; issues concerning the process of digital transformation, ; digitisation of the health sector in the context of data security and benefits for stakeholders; practical aspects of implementing digital technologies in health care; generations X and Y- in the process of digitisation of health care in the marketing dimension; limitations of the study; conclusions and practical implications. Findings: The COVID-19 pandemic has significantly accelerated the digitisation of medical services, translating into the rapid development of various e-health platforms and tools. The latest techno-technological solutions for mobile health help in daily patient care and support prevention and preventive health care. The marketing transformation process parallels the digital transformation process in health care. The availability of digital health tools would not be possible without marketing. Limitations: Limitations of the study were identified that may have affected the overall picture of considerations. First, only articles indexed in selected databases were used: Google Scholar, ResearchGate, Taylor and Francis Online and ScienceDirect. Second, the literature search used a specific combination of words using Boolean operators. Originality/value: The treatment of issues treating the digital transformation of the health sector and its marketing dimension is based on the latest literature on the subject, enriching the existing body of scholarly work on the health and marketing industry.