Digital Communication Tools of Medical Centers' Brands in Russia

Student: Pogabalo Olga

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2018

The relevance of the study is caused by the growth of the market of commercial medicine in Russia and the development of the phenomenon of "Digital Health", which is an evolutionary adaptation of medicine to the information spreading process and communication technologies, which leads to a rethinking of patients ' attitude to their own health. The purpose of this study is to identify and analyze digital tools used by medical centers in Russia, as well as to determine the impact of the use of these tools on building trust communication with the consumer. As an object of research, online communications of Russia's largest multi-profile medical centers was studied for the purpose of using digital marketing tools and searching their impact on building trustfull communication between brand and consumer.

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