Resumo

FONDEVILA-GASCON, Joan-Francesc; BARRIENTOS-BAEZ, Almudena; CALDEVILLA-DOMINGUEZ, David  e  MONTERO-GASCO, Pol. Interactive Marketing Tools in the Healthcare Sector: Case Study of Mi Salud App. Rev. cuba. inf. cienc. salud [online]. 2024, vol.35  Epub 01-Maio-2024. ISSN 2307-2113.

This research analyzes the improvement of the health service through applications for the patient through the personal digital space My Health, which allows citizens to have their health information and other services online to improve the patient -doctor relationship. A case study was carried out at Sant Llorenç de Viladecans hospital, focused on My Health application, whose function is, precisely, to improve promotion strategies to address aspects such as the expectations, needs or client characteristics. The results showed that Mi Salud App improves the patient satisfaction rate; older users tend to use the application more, despite a certain lack of knowledge about the app, and the use of private data is a secondary issue for them. Generally, it is concluded that this type of tools is effective in achieving such objectives, so it is advisable to delve into their use to streamline and to improve services.

Palavras-chave : healthcare; user satisfaction; eHealth; eConsult; COVID-19, digital marketing; interactivity; digital communication.